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Is your brand described the same way everywhere?

Audit every public surface that describes your company — review sites, marketplaces, company databases, knowledge panels, employer brand, listicles, social and news — against your own website, and find where the messaging drifted and where the facts are wrong.

What it does

A brand's positioning is set carefully on its own website. The moment it lands on G2, Crunchbase, a best-of listicle, a Reddit thread or an AI-generated answer, the message starts to drift — an old tagline lingers on Capterra, a database calls you "marketing software" while your homepage says "revenue platform", a review site describes a feature you sunset two years ago.

This is built for GEO (Generative Engine Optimization): AI answer engines synthesise what a brand *is* from the consensus across third-party surfaces, so entity alignment across platforms sits upstream of how accurately AI represents you. Every drift erodes the brand and feeds wrong information to the models now summarising companies for buyers.

The audit keeps two fundamentally different kinds of difference apart. Positioning and messaging is how the brand is framed — not true or false, but on-message or drifted; marketing re-aligns it. Factual claims are objectively true or false — founded, HQ, headcount, pricing; when a surface disagrees with reality, one side is simply wrong and data/ops corrects it.

Source of truth: positioning statement + factual register
Per-surface positioning statement and delta
Separate factual-accuracy track
Fixes tagged owned / earned / platform-assigned

How it works

Establish the source of truth

We crawl your homepage, about, product and pricing pages to build a core positioning statement (category, audience, value prop, differentiation, pillars) and a factual register.

Discover the surfaces

Surfaces are found adaptively by business model: review sites, app and integration marketplaces, company databases, knowledge and entity pages, employer brand, listicles, social bios and news.

Extract and compare

Each surface gets its own positioning statement pulled with a source quote, then scored against the baseline as aligned, drifted, off-strategy or missing — with factual claims checked on a separate track.

Prioritize the fixes

Every surface and finding is tagged with a control class — owned, earned, or platform-assigned — so the fix list is ordered by impact and by who can actually change the field.

Who it's for

Product marketers keeping one story across every channel
Brand and comms leads auditing message drift after a repositioning
GEO-minded teams who know AI answers synthesise third-party descriptions

Questions

What is the source of truth?

Your own website. We read the homepage, about, product and pricing pages to build a positioning statement and factual register, and every other surface is measured against that baseline.

Why separate positioning from facts?

They are different kinds of difference with different owners. Framing is not true or false — it is on-message or drifted, and marketing re-aligns it. A wrong founding year or stale price is simply incorrect, and data or ops corrects it.

What is a control class?

Whether you can actually change the field: owned (your profile, edit it today), platform-assigned (a category a database picked for you, requires a claim or request), or earned (someone else's writing, which needs outreach).

How does this relate to GEO?

AI answer engines build their picture of a company from the consensus across third-party surfaces. Inconsistent descriptions produce inconsistent AI answers, so entity alignment is upstream of AI visibility.

What does it cost?

Nothing. Enter your email once and audit as often as you need.

Start using it today

Big Edits tools are free. They're built and run by Bread and Circuses, a content strategy and AI agency — if you want hands-on help, we're one email away.