Meta is rolling out the ability to define your company’s brand logo, colors, and fonts for use in creative enhancements. Do you have it?
Here’s what you need to know…
Where Is It?
If you have this update, you’ll find Branding in one of two places.
1. Within the “Identity” section of ad creation.
2. At the top of the ad creative setup wizard.
How It Works
When certain AI-generated or Advantage+ Creative enhancements are used, Meta needs a branding starting point. Meta says that if this is not defined, an attempt will be made to source your branding from URLs and ads you’ve previously used.
Of course, if you’ve ever used Overlays (previously Image Templates), you know how potentially disastrous this sourcing can be. While you can customize Overlay branding on an ad-by-ad basis, most advertisers choose to simply turn off that enhancement instead.
By defining your branding, the guessing is removed. Overlays should utilize the brand colors and fonts that you request. This same brand consistency should apply to the AI-generated creative as well.
How to Use It
The process is rather straight-forward.
First, upload a brand logo. I’ve seen this used in AI-generated images.
Next, define up to three brand colors that can be used in headlines, captions, and Overlay banners.
And finally, choose a preferred font (or leave it as “no preference”).
When you’re done, make sure that “Apply this branding” is turned on (it should flip on as soon as you make a branding customization).
Once applied, you should see that these changes are active within the Branding section.
Preview
You can see the application of this branding in action.
First, go to the Image Generation step of the ad creative setup wizard. Here’s an example of branding applied for background generation…
You can also see how this branding will look when using AI-generated images.
There’s also an area at the bottom right that allows you to edit your text, font, and logo.
It Can Be Better
The idea of a Branding setting is a good one, but it can be frustrating when you see how your inputs are used. Once you’ve defined your branding, you have minimal additional control over the customizations to the enhancements that utilize this branding.
In my examples above, I can’t adjust the size or position of my logo, for example. Meta also consistently selected one of the two colors I provided for text backgrounds (if it used a background at all), and it would be nice to see that switched up — if not have the ability to select what you prefer.
Of course, this is also an example of the dilemma of giving advertisers back some control. The primary point of many of Meta’s creative enhancements is to automate the process of improving our ads. Maybe the issue isn’t so much needing the control. Instead, it appears that Meta’s AI could use some tweaks regarding how it applies the branding.
So, no. It’s not perfect. But it is an improvement over what we had before, which is a big deal considering the brand risk that we were dealing with previously. Hopefully we’re in the early stages of these branding enhancements and we’ll see far better applications in the future.
Your Turn
What do you think of the Branding settings? Will you use them?
Let me know in the comments below!
