Brands

A brand is the unit everything is scoped to. Prompts, competitors, metrics, audits and integrations all belong to exactly one brand, and switching brands switches the whole workspace.

What a brand holds

Name variations decide your numbers

A mention is counted when a configured form of your name appears in an answer. Anything the world writes that you have not configured does not count — and an uncounted mention looks exactly like an absence.

Worth adding:

• Abbreviations and acronyms — the short form customers actually type
• Legal forms — with and without the suffix
• Former names, if sources still use them
• Common misspellings — assistants reproduce the spelling of their sources
• Transliterations and local scripts, for any market you track

Worth avoiding:

• Ordinary words. A variation that is also a common noun collects mentions that are not about you, inflating Share of Voice and distorting Position.
• Very short strings that appear inside other words.

Review variations after any rebrand, and whenever visibility looks implausibly low next to what you see in the answers themselves.

Several brands in one account

Where multiple brands are enabled for your account, one account can hold several. Two situations call for it:

Several markets — sometimes. A market usually needs only its own prompt group, since the group carries the country and metrics are calculated per group. Reach for a separate brand when the market also brings a different competitor set or a different brand name, because both of those belong to the brand rather than the group.

Several product lines or clients. Distinct products compete with distinct rivals; agencies keep clients separate for the same reason.

Switching brands is a single control in the app. Team members' access spans the account's brands according to their role — see Team roles.

Editing a brand

Name, variations, website, default country and industry are editable in Settings. Two changes deserve care:

• Changing the default country affects only groups you create afterwards. Existing groups keep the country they were created with; change those from the group itself.
• Changing the website re-points the site audits. Run them again afterwards; previous audit results describe the old domain.

Adding a variation improves matching from that point forward — it is worth doing as soon as you notice a missing form.

Related

• Geographies & languages — group per market, brand per market
• Competitors tab — variations matter there too
• Settings — where brands are edited