Knowledge

How to describe a brand on Aelo

Brand identity is a description that you fill in once, straight after registering, and return to whenever something changes. It’s the only place where you tell Aelo about yourself in your own words. The rest of the information is generated automatically later on, from scans and your website.

Last updated: 6 September 2026 · reading time: approximately 5 minutes

Scope of the description

What do you fill in under ‘Brand Identity’?

Six sections. The first three are essential for the measurement to start at all; the others affect how the tracks sound and who you’re comparing yourself to.

Who are you?EssentialWhat does the company do, how long has it been in business, where is it based, and on what scale? Without this information, the model has nothing to validate.

What do you sell?EssentialServices or products, named exactly as you call them in your own organisation. These names are used to generate search queries in the scan.

Who is it for?EssentialCustomer segments and the situations in which they turn to you. This is where the contexts of the questions put to the models come from.

Language and toneIt affects the contentHow you talk about yourselves, what you don’t say, and which words you avoid. The Studio makes use of this in every piece of copy.

CompetitorsIt affects the measurementThe brands you wish to compare yourselves with. It is against them that we calculate your share of responses.

EvidenceIt affects barriersProjects, publications, certificates and presentations. Any omissions in this section will be treated as reputation tasks.

Generally speaking

What do you sell?„Comprehensive business solutions”

Who is it for?„For anyone who needs our services”

Evidence„Many years of experience and satisfied customers”

It is not possible to formulate a single query to the model from this description.

Specifically

What do you sell?Three named services, each with its own subpage and its own name

Who is it for?Two segments and the customer’s situation: before a purchase, after a breakdown

EvidenceFour projects with names, two presentations, one certificate

This results in a set of queries and a list of missing signals.

How to write

Specifics rather than generalities

The biggest mistake when filling in the Identity section is using sales jargon. „Comprehensive solutions” tell the model nothing it can actually use.

Write in the same way the customer speaks when enquiring about your service, and use the exact same terms you use on your website. It is from these terms that the set of queries in the scan is generated.

Order

What happens once you’ve completed it

Identity is a starting point, not the only source. The rest of one’s knowledge comes naturally.

You are filling inBrand identity, once registered

Aelo indexesIt navigates through the subpages of your website

First scanA set of queries is created and frozen

The graph is risingEvery scan and every implementation adds to our knowledge

You can view the entire body of knowledge in the module Brand awareness, and we describe how to ask questions of the models in methodology.

FAQ

Questions about brand identity

The questions that come up most often when filling in the description for the first time.

What is brand identity at Aelo?

This is a description of your business, which you complete once, straight after registration: who you are, what you sell, who your customers are, what language you speak, who you compare yourselves to, and how you can back this up.

How does brand identity differ from brand awareness?

Identity is your statement. Brand knowledge is a graph in which this statement is one of the sources, alongside indexed web pages, scans, citations and implementations. View the module.

How long does it take?

About fifteen minutes, if you have a webpage listing your services. The first three sections are enough to get the initial scan started; you can fill in the rest later.

Can I change this later?

Yes, but be careful with the section on what you’re selling and to whom. That’s where the set of queries in the scan comes from, and changing it disrupts comparability with previous measurements. We discuss this in methodology.

Why list your competitors?

Because it is against them that we calculate the proportion of responses. Without this list, there is nothing to compare the result against. This is shown by the module Visibility.

What should we put on our CVs if we don’t have any publications?

Anything that confirms the company’s existence and operations: completed projects with client names, testimonials, certificates, presentations and memberships. Any omissions in this section are flagged as reputation tasks in the module Tasks.

Does every brand have its own identity?

Yes. The description is linked to the brand, so each one has its own. Each plan includes one brand. You can purchase additional ones in Pro or Custom. The range is in price list.

Describe the brand and run the first scan

You start with 250 AeloCoins, without a card. That’s enough to run a measurement and test the modules. Once you’ve used them up, you switch to a paid plan. Measurements work straight away, and a full report on your brand is included from the Starter plan onwards. The first three sections of the description are all you need to run your first scan.

Create an account

How to describe a brand on Aelo

What do you fill in under ‘Brand Identity’?

Specifics rather than generalities

What happens once you’ve completed it

Questions about brand identity

Describe the brand and run the first scan

Product

Knowledge

Company

How to describe a brand on Aelo

What do you fill in under ‘Brand Identity’?

Specifics rather than generalities

What happens once you’ve completed it

Questions about brand identity

Describe the brand and run the first scan

Product

Knowledge

Company

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