A brand is the unit that holds all other items. Topics, competitors, conversations, content, and scores all belong to one brand.

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What counts as a brand

Usually, the brand is your company. But the correct unit is the item that buyers ask about, and that is not always the company:
  • A company with one product: one brand.
  • A company with different products that buyers evaluate separately: one brand for each product.
  • A company that operates in some markets or languages: one brand for each market.
Teams make the most errors with the last case. One brand for two languages gives one unclear average, and not two pictures that you can use. The cause is that the questions, the competitors, and the sources are all different in each market.

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What you need

The name. Write it as buyers write it. If people use a short form of the name, record it, because it changes what counts as a mention. The website. The primary domain. Genezio uses it to know what you do and to identify citations of your own pages. The language and the market. These change the questions that Genezio asks and the competitors that Genezio finds.

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Write a good brand description

Genezio uses the description to make topics and to find relevance. Thus, write it carefully. Describe what you do and for whom, in the words of a customer. Do not use internal positioning words. “Project management for creative agencies” is much better than “the operating system for modern teams”. The first matches how a person asks the question.

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After you create the brand

Genezio proposes topics from the description and the website. Examine each topic, and do not accept all of them without a check. Refer to Define topics.