Key takeaways
- Document brand parameters before prompting: colours, lighting, composition.
- Use reference images to steer AI toward your established look.
- Curate every output. Never publish raw AI images without review.
AI image tools can produce stunning visuals or generic junk. The difference is how you steer them: clear guidelines, reference images, and a human in the loop.
We use AI for brand-aligned imagery across campaigns. Here's how we keep it consistent.
Define your brand parameters
Before you prompt, document: colour palette, lighting style, composition preferences, what to avoid. The more specific your guidelines, the less the AI drifts. We create prompt templates that lock in these parameters.
Use reference images
Most tools support image-to-image or reference uploads. Feed them your best past work—campaigns that nailed the look. The AI will lean toward that style. It's not copying; it's constraining the output space.
Curate, don't publish raw
Generate batches, then select. Reject anything that feels off-brand. Sometimes a small edit in another tool fixes it; sometimes you regenerate. Never publish without a human pass.
Watch for telltale AI artefacts
- Weird hands, teeth, or text
- Inconsistent lighting or perspective
- Generic stock-photo vibes
- Elements that don't match your industry or audience