How does AI see your brand?
Yes, the large language models (LLMs) of this world are fundamentally changing marketing. Above all, how people search: fewer and fewer people are clicking on Google; many are asking ChatGPT, Claude and Co. directly or using the Perplexity browser. This not only complicates classic SEO, but also opens up a whole new playing field. LLMs need to find brands, attribute relevance to them and – importantly – understand them. This requires the right content.
How do ChatGPT, Claude and Perplexity search?
In brief: Generative models summarise content, weigh up data and generate descriptions from it. These results now have a significant influence on brand perception – without companies consciously controlling it. This is because many brands are finding that their representation in AI systems does not always match their own identity.
LLMs love the Open Graph.
The reason is rarely a lack of brand development. Rather, it is that key elements are not structured in such a way that models can clearly capture them – such as Open Graph. This is exactly where our AI Brand Audit comes in. We ensure that your data is structured in such a way that AI can find and understand it. The result: your brand appears in your target group’s prompts. Incidentally, you also have control over how it appears there.
The AI Brand Audit is more than just GEO optimisation.
The focus is not on the operational use of AI, but rather on the structural question of how well the brand can be read by models and whether this image fits with the strategic orientation. This allows us to identify areas where we may need to make adjustments. To do this, we consider three dimensions: identity, consistency and effectiveness.
Der AI Brand Audit ist mehr als GEO-Optimierung.
Im Fokus steht nicht die operative Nutzung von AI, sondern die strukturelle Frage, wie gut die Marke von Modellen lesbar ist und ob dieses Bild zur strategischen Ausrichtung passt. So machen wir sichtbar, wo wir möglicherweise nachjustieren müssen. Dafür betrachten wir drei Dimensionen: Identität, Konsistenz und Effektivität.
Who is the brand?
A clear brand identity is the basis for any form of recognisability, even in the context of machine processing. AI can only reliably represent brands if positioning, tone, values, narrative elements and visual codes are clearly described and consistently communicated. The audit examines how clearly these characteristics are formulated, how recognisable they are in AI outputs and whether models reliably distinguish the brand from competitors.
Wer ist die Marke?
Eine klare Markenidentität ist die Grundlage für jede Form der Wiedererkennbarkeit, auch im Kontext maschineller Verarbeitung. AI kann Marken nur zuverlässig darstellen, wenn Positionierung, Tonalität, Werte, narrative Elemente und visuelle Codes eindeutig beschrieben und konsistent kommuniziert werden. Der Audit prüft, wie klar diese Merkmale formuliert sind, wie erkennbar sie in AI-Ausgaben vorkommen und, ob Modelle die Marke zuverlässig von Wettbewerbern unterscheiden.
Is the brand consistent?
Brand consistency is a key factor for orientation and trust. Different content, varying descriptions or missing rules generate data signals that are difficult for models to classify. The audit assesses how stable the brand appears across digital touchpoints and whether models can identify a pattern that can be reliably reproduced.
Ist die Marke konsequent?
Markenkonsistenz ist ein zentraler Faktor für Orientierung und Vertrauen. Unterschiedliche Inhalte, variierende Beschreibungen oder fehlende Regeln erzeugen Datensignale, die Modelle schwer zuordnen können. Der Audit bewertet, wie stabil die Marke über digitale Touchpoints hinweg erscheint und, ob für Modelle ein Muster erkennbar wird, das sich zuverlässig reproduzieren lässt.
Will the brand be found?
People search with AI, people decide with AI. So the question is not only whether a brand is visible, but in what context. And whether the context fits the positioning at all. The audit analyses how often the brand appears in AI searches and generated responses, how accurate these mentions are, and what impact they have on perception and comparability.
Wird die Marke gefunden?
Menschen suchen mit KI, Menschen entscheiden mit KI. Die Frage ist also nicht nur, ob eine Marke sichtbar ist, sondern in welchem Kontext. Und, ob der Kontext überhaupt zur Positionierung passt. Der Audit analysiert, wie häufig die Marke in AI-Suchen und generierten Antworten vorkommt, wie präzise diese Erwähnungen sind und welche Auswirkungen sie auf Wahrnehmung und Vergleichbarkeit haben.
AI is forcing brands to define their internal systems more clearly – values, tone, attitude. Only those who consistently maintain their identity will survive in the new AI game.
20 years of brand experience at Schindler Parent
Without people, there is no brand.
Yes, the high-tech wheel turns at what feels like the speed of light. Nevertheless, people remain central to brand management. Being authentic, consistent, clear. No AI alone can achieve this; only the marketing managers of this world can. The best thing about it is that good brand management has always been characterised by authenticity, consistency and clarity. This creates trust and differentiation – in both people and machines. Models reinforce clear data signals and level out inaccuracies.
The AI Brand Audit.
Find out how AI interprets your brand today and why. This will give you a basis for managing your brand in the AI environment. Based on the audit, we select specific measures that will make your brand clearer and more consistent – in AI systems and in general.
Analysis of your brand values and perception.
Review of brand messages across all channels.
Assessment of visibility, relevance and differentiation.
Difference between actual and target image.
Prioritised to-dos for optimising your AI visibility.
The result: a clear AI Brand Score that shows where you stand – and what needs to be done.
Consistent positioning, imagery and tone – optimised for LLMs.
Rules, processes and prompt libraries for brand-compliant AI use.
Improve your brand presence in AI searches.
Assistants for brand-compliant texts and imagery.
The answer influences brand management and communication. Arrange a non-binding initial consultation now.