Brand Themes

Brand Themes are the four to eight single-word positioning axes that AI platforms use when they describe your brand. A theme is a perspective ("Affordable", "Specialized", "Reliable") that AI tends to lean on when it answers a prompt that mentions you. Where Brand Coverage measures whether you show up, Brand Themes measure how you show up.

Each theme carries a coverage percentage (the share of analyzed AI responses that adopted that theme), an average sentiment score, and a per-platform breakdown so you can see which themes are stable across ChatGPT, Claude, Perplexity, and others, and which themes only one platform leans into.

How themes are derived

Once per domain, a small AI call reads your detected niche, your competitors, and the keywords you rank for, then proposes a four-to-eight theme vocabulary that captures how brands in your niche are typically described. The vocabulary is your starting positioning grammar; you can rename a theme at any time, and the renamed label sticks across future refreshes.

After that, every AI response we analyze is tagged against this fixed vocabulary. Tags are drawn only from your vocabulary list; an AI assistant cannot invent a new theme through one stray phrase. The aggregator rolls these tags up into per-theme coverage, sentiment, and per-platform breakdowns at the end of every scan.

Reading a theme tile

Each tile shows:

• Coverage - the share of analyzed AI responses that adopted this theme. The tile delta compares this scan to the previous one.
• Sentiment - average sentiment of the responses that adopted the theme, on a 0 to 100 scale. Green tiles are aspirational; red tiles flag reputational risk.
• Definition - one-line description of what the theme means in your niche.
• Top quote - a verbatim phrase pulled from the strongest matching AI response. Click the tile to open the evidence drawer and see all quotes.

Vocabulary refresh

Your theme vocabulary auto-refreshes when your detected niche changes (after a re-classification) or quarterly when 90 days have passed since the last refresh. Owners and admins can also trigger a manual refresh from the AI Visibility section, rate-limited to once every 24 hours.

A theme that drops out of the vocabulary fades to dormant after two consecutive scans without coverage; if it stays absent for two more scans, it retires. Dormant and retired themes keep their history so a future refresh can flip them back to active without losing context.

Where themes appear

• Overview - a compact widget shows your top four themes with delta chips and a one-line synthesis ("AI talks about you most as Affordable. Your Specialized theme is down 12 points this scan.").
• AI Visibility - the full Brand Themes section with tiles, a per-theme trend chart, the vs-competitor panel, and an evidence drawer per theme.
• AI Responses - up to two theme chips on each response card so you can see which themes each response adopted at a glance.
• Tracked Prompts - a dominant-theme column shows which theme an individual prompt's responses lean into.
• Trends - the Sentiment chart switches from a single overall sentiment line to one line per active theme.

Brand Themes availability and the depth of the evidence drawer depend on your plan. See the Plans page for what is included on each tier. Free workspaces see a locked preview that explains the metric without exposing the underlying responses.