Brand Profile metrics
Recognition, brand sentiment and sentiment themes, as measured by brand-profile prompts.
Brand Profile metrics come from brand-profile prompts — questions that ask chatbots about you by name, such as "What do you know about Acme?" or "Would you recommend Acme?" (if Acme is your brand). They answer what ordinary visibility can't: whether assistants know your brand at all, and how they characterise it.
| Metric | The question it answers | Range | Better |
|---|---|---|---|
| Recognition | Do assistants know who I am? | 0–100% | Higher |
| Brand sentiment | How do assistants describe me when asked directly? | 0–100 | Higher |
| Sentiment themes | What exactly do they praise or criticise? | Per theme | — |
Why brand-profile prompts are kept separate
A question that names you will almost always produce an answer that names you. Counting those answers toward AI visibility would push it toward 100% and hide how often you are named when buyers ask about your category. So brand-profile prompts are held out of AI visibility, share of voice and position, and measured here instead.
Recognition
The share of brand-profile answers in which the assistant actually knew your brand.
recognition = answers that recognised the brand ÷ all brand-profile answers × 100
An answer counts as not recognised when the assistant asks "do you mean…?", says it has no information about you, or confuses you with a different company.
| Recognition | Label |
|---|---|
| 90% or more | Brand recognised |
| 75–89% | Mostly recognised |
| 50–74% | Patchy recognition |
| Below 50% | Largely unknown |
Brand sentiment
How assistants describe you when asked about you directly. Each answer that names your brand gets its own score. The number on the page is the average of those answers over the period, across assistants together — not an average of each assistant's score, as with sentiment in AI visibility.
each answer = ½ × overall verdict + ½ × share of points about you that are positive
brand sentiment = average of those answers
The overall verdict is the judgement of the whole answer: positive 100, neutral 50 or negative 0. The points are the individual statements in that answer. Only positive and negative points about you count toward the share. Neutral facts, such as a price or what the product does, are left out — counting them would mark an answer down for being informative. Points that would stay true for any brand in your field are left out too. An answer with no positive or negative point about you scores its verdict alone.
With more than one Brand Profile topic, the headline weights each topic by how many answers it scored.
| Score | Label |
|---|---|
| 80 and above | Strong — mostly positive, little hedging |
| 66–79 | Positive on balance |
| 45–65 | Mixed — around the all-neutral 50 |
| 30–44 | Weak — negatives outweigh positives |
| Below 30 | Negative |
How to read the scale: 100 means every answer was positive and raised no criticism of you. 75 means the answers were positive, but half of what they say about you is criticism. 50 means neutral answers, with as much praise as criticism. 0 means every answer was negative and nothing good was said about you.
The page also shows the mix: how many answers were positive, neutral and negative overall. The mix is each answer's verdict, not the score above, so an average of 75 can hide very different mixes.
Sentiment by theme
The subjects AI chatbots praise or criticise you for. Each Brand profile answer is split into individual statements, and every statement is assigned to one theme. The names in the app are:
Trust · Pricing · Features & product · Brand identity · Audience & fit · Compliance · Support & service · Availability · Brand awareness · Other
Each point carries its own sentiment and the exact sentence it came from, so a negative score can always be traced to the words that produced it.
Because one answer makes several points, theme totals are much larger than the number of answers — and an answer can be positive overall while still making a negative point. A brand with 2 negative answers can have 8 negative points about trust.
A theme needs at least 3 points before it can be flagged as a weakness.
Minimum data and trends
The Brand Profile shows a results summary from 5 answers. Its trend compares the selected period with a preceding period of the same length and appears only when both have enough answers — see Trends.