AI models do not always refer to a brand by the name you expect. The same brand can show up under a shortened name, a parent company, an old name, a misspelling, or a name a model invented, and sometimes a competitor or unrelated company appears where your brand should be. When that happens, you can set the correct name yourself, and it will display that way everywhere your brand appears across your company account. These issues do not affect your long-term results, and they are fixed in your Visibility Audit (formerly known as a report) Competitive Leaderboard.
How do I know my brand has a naming issue?
You may have a brand-name issue if you used your correct brand domain, but you see any of the following:
- Your audits show a brand name you do not recognize
- Your audits are labeled with someone else's brand or product name
- The brand name is a misspelling or variation of your actual brand
- A competitor or an unrelated company appears where your brand should be
If any of these sound familiar, you are in the right place.
Where do I change a brand's name?
You set a brand's name from the Competitive Leaderboard. Open the brand's comparison view, then use the Customize tab, next to the Brand aliases tab. You can do this for a competitor or for your own brand.
How do I rename a brand?
- Open a Visibility Audit and click Competitive Leaderboard in the left sidebar.
- Find the brand you want to rename. Click "View comparison" on a competitor’s row, or click anywhere on your own brand’s row.
- Select the Customize tab.
- The Canonical name shows the name the brand is currently stored under. Type the name you want to display in the Custom name field.
- Click "Save custom name."
The brand now displays under the name you set everywhere it appears across your company account, including the Competitive Leaderboard and every Visibility Audit. This change applies only to your company account and does not affect what other Gumshoe customers see.
How do I know which name to use?
If you are not sure what to enter, open the Mention breakdown tab first. It shows the exact names and URLs AI models use for the brand, with a count for each. Pick the name that is most accurate or most widely used, then enter it on the Customize tab.
Who can rename a brand?
Only an Admin on your company account can set or change a brand's custom name. If you do not see the Customize tab or cannot save a change, ask an Admin on your account to make the update.
Is this the same as merging duplicate brands?
No. Use the Customize tab when one brand is showing under the wrong name. Use Brand aliases when the same brand appears as more than one entry, for example a root domain and a subpage URL, and you want to combine them into a single brand. Brand aliases sit on the tab next to Customize, in the same comparison view.
What if the name I want to change is the project title?
Renaming a brand will not change a project’s title in your projects list, and renaming a project will not change a brand name. These are set in two different places.
Project titles are set on the project’s Settings page, and any team member with access can change one. Keep in mind that renaming a project gives it a custom title, while the product category and brand continue to display at the top of the audit the way they always have.