What this helps you do¶
The Brand Truth Profile is a machine-readable source of truth for how AI should describe your company — what you sell, who you serve, and what you should never be confused with. Hi, Moose uses it during Visibility runs to detect when an AI engine's answer misrepresents your brand or repeats an outdated narrative, instead of leaving that judgment to a generic sentiment score.
Like Brand Voice, the Brand Truth Profile is scoped to the current project.
All fields are optional, but the more you fill in, the more precisely Hi, Moose can flag misrepresentation and recommend corrections.
Fields you can fill in¶
Core description¶
- How should AI describe your company today? — the canonical one-or-two sentence description you'd want to see in a ChatGPT, Perplexity, Gemini, or Google AI answer.
- Who is your ideal customer today? — selected from common segments (SMBs, mid-market, enterprise, agencies, ecommerce brands, and more), plus free-text notes.
What you offer¶
- Products, services, or product categories AI should know you offer — the major things AI should know you provide; you don't need to list every feature.
- Features or capabilities AI should mention — one per line. Helps Hi, Moose detect when AI leaves out something important.
Where descriptions go wrong¶
- What does AI or the market often get wrong about your company? — chosen from common misrepresentation patterns: wrong customer type, wrong product category, outdated positioning, missing new products or features, wrong competitors, overstating or understating capability, confusion with another brand, and more.
- One example of something AI or the market gets wrong — a concrete example to ground the pattern above.
- Outdated descriptions we should flag — old categories, target customers, or limitations that no longer apply.
- Which AI mistakes would be most damaging? — the highest-stakes categories of error (wrong company description, wrong target customer, incorrect pricing or availability, negative or misleading sentiment, brand confusion, and more).
Vocabulary¶
- Words or phrases AI should use — preferred vocabulary, one per line.
- Words or phrases AI should avoid — vocabulary to avoid, one per line.
Competitive context¶
- Main competitors or alternatives — 3–5 competitors, alternatives, or categories of tools, each with an optional note (e.g. "positioned as enterprise-only"). Used to test comparison prompts.
- Comparisons worth monitoring — specific comparison or alternative-category searches Hi, Moose should watch (e.g. "best AEO tools for small businesses").
Trust and evidence¶
- Customer questions AI should answer correctly — diagnostic questions aligned with how prospects actually shop.
- Claims AI should be careful with — pricing, performance, certifications, or other claims that need careful, qualified language.
- Pages or sources that prove your current positioning — specific pages, docs, or case studies to treat as important proof, each with an optional note.
- Sources already known to be outdated or inaccurate — third-party pages, directories, or prior AI citations known to describe your company incorrectly, each with a note on what's wrong.
How it's used¶
During a visibility run, Hi, Moose loads the project's Brand Truth Profile (when it has meaningful content) and uses it to evaluate each AI response for misrepresentation or drift — comparing the response against your canonical description, offerings, competitors, preferred/avoided vocabulary, and known misrepresentation patterns, rather than just checking whether your brand name shows up.
How this differs from Brand Voice¶
Brand Voice is about style — how your brand should sound. The Brand Truth Profile is about facts — what's actually true about your company, and which incorrect narratives to watch for. Fill in Brand Voice to shape tone; fill in Brand Truth Profile to catch AI getting the facts about you wrong.
Cloud sync¶
Like Brand Voice, the Brand Truth Profile is stored locally for the current project by default. Syncing it to the cloud — so it's backed up and shared with your team — requires a paid plan. See Context for details.