Brand Perception

Brand Perception maps out which themes and associations AI models link to your brand. This way, you know not only whether people speak positively or negatively about you, but also exactly what they're saying (and per AI model).

Written By Rankshift

Step 1: Create and review branded prompts

To measure brand perception, you start by creating branded prompts — prompts that explicitly include your brand name or product.

  1. Go to Monitoring > Brand Perception > Branded Prompts in the sidebar

  2. Click + New prompt

  3. Enter a prompt containing your brand name (e.g. "What are the pros and cons of [brand name]?")

  4. Assign a tag for easy filtering

  5. Select the AI models you want to run the prompt on

  6. Click Save

Once the prompt is created, you can review the results per response:

  1. Click on a branded prompt in the list

  2. Click Response Review

  3. Per response, you can see which elements are marked as positive, neutral, or negative

💡Create multiple variants of the same prompt (e.g. "Describe [brand name]", "Why would I not choose [brand name]?") for a complete and nuanced picture.

Step 2: View themes

After the analysis, Rankshift automatically shows which themes are associated with your brand.

  1. Go to Monitoring > Brand Perception > Themes overview

  2. Review the positive and negative themes per AI model

  3. Click on a theme to see the underlying AI responses

  • Positive themes — what do AI models appreciate about your brand? (e.g. innovative, reliable, user-friendly)

  • Negative themes — where is there doubt or criticism? (e.g. expensive, limited integrations, low brand awareness)

💡If one model is significantly more negative than others, review its specific responses via the reasoning. This shows you what information the model is basing its conclusions on.

Step 3: Explore topics and scenarios

In addition to themes, Brand Perception also offers deeper analysis through Topics and Scenarios.

  • Topics (Monitoring > Brand Perception > Topics) — provides an overview of the specific subjects linked to your brand

  • Scenarios (Monitoring > Brand Perception > Scenarios) — lets you set up structured test scenarios to measure brand perception in specific contexts

Step 4: Adjusting your brand perception

Based on the insights, you can take targeted action if the perception is incorrect or outdated:

  1. Identify which negative themes are incorrect or outdated

  2. Determine through which channel you want to influence the perception (e.g. press releases, blog posts, case studies)

  3. Launch a targeted PR campaign around those specific themes

  4. Repeat the analysis after a few weeks to track progress via Themes overview

💡 New positive content about your brand — such as news articles, reviews, or whitepapers — can over time influence the training data of AI models and improve brand perception.