> ## Documentation Index > Fetch the complete documentation index at: https://user-guides.demand-genius.com/llms.txt > Use this file to discover all available pages before exploring further. # Setting up your brand > Create your own brand, add other own brands and competitors, set the default, and enrich competitor records with AI. Everything in AI Search Intelligence starts here. Brands are the subjects the platform reasons about. Every workspace has one default own brand. You can add further own brands (a product line, a regional brand, a sub-brand) and any number of competitors. Perception benchmarks you against the competitors; Visibility tracks all of them; Segments pick which own brand to track. ## Set up your first brand If you signed up self-serve, a draft brand was created for you. If the Brands tab is empty, you will see **Set up your first brand**. Click the Settings cog at the bottom of the sidebar, then **Brands** under AI Search Intelligence. Image 10 09 2026 At 18 32 Use the name as buyers would say it and the bare domain, for example `acme.com`. It should be auto-filled, but make sure it's correct.  You will see **Generating your brand** while the platform reads your site, drafts a description, proposes your entities and maps the competitors AI files you alongside. This usually takes under a minute. Image 10 09 2026 At 18 32 (1) Check the description and the entity lists - these are the custom entities beyond your brand name that we'll pick out in AI responses, to track your brand presence. Everything is editable later. Save to create the brand; it becomes your default automatically. ## The Brands screen Image 10 09 2026 At 18 02 The top card is your default own brand, marked **Default brand**. Its **Entity home** lists the people, trademarks, products, methods and terms attached to it. Below sit **Other own brands** and **Competitors**. Each card shows the context badge (Own or Competitor), the domain and the entity counts. ## Add another own brand or a competitor The brand editor opens. Image 10 09 2026 At 19 02 The domain is used for research and for matching citations back to the brand. **Own** for a brand you control, including sub-brands or sister brands. **Competitor** for anyone you want to be benchmarked against. A short description helps the models frame their answers. The five entity lists are covered in [Custom entities](/ai-search-intelligence/custom-entities). **Leave them empty for now if you prefer; you can enrich with AI later.** Adding a brand never changes which brand is the default. ## Enrich a competitor with AI The platform adds competitors it finds while running, so newly created or auto-detected competitor cards start thin and show **Nothing researched yet**. Click **Enrich with AI** on the card. The platform researches the domain and proposes a description and entities for you to review before they are applied. If it finds little, the record is left unchanged and you are told so. Image 10 09 2026 At 19 02 (1) ## Change the default brand Only own brands can be the default, and exactly one is at any time. On a non-default own brand's card, choose **Set as default**. Segments that track "the default brand" follow the change; segments pinned to a specific brand do not. ## Delete a brand Use the delete action on the card and confirm **Delete this brand?**. Deleting the default promotes your oldest remaining own brand. Competitor brands removed here also drop out of the Perception benchmark on the next run. ## How brands feed the modules * **Perception** uses the default own brand as the subject and every Competitor-context brand as the benchmark. Competitors sync into the Perception scope automatically. * **Visibility** scans answers for every brand and its entities. Each segment names one **Tracked brand**; if none is set, the default is used. * **Stakeholders** scores the tracked brand of each segment. The data model also has a sub-brand context, but the Brands screen creates only Own and Competitor. Treat a sub-brand as another own brand.