> ## 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.
# Custom entities
> The people, trademarks, products, methods and terms attached to a brand, why they matter for Visibility, and how to maintain them.
AI does not always say your brand name. It might name your founder, quote a framework you coined, or recommend a product without the company behind it. Custom entities let the platform catch those mentions and credit them to you. They also flag the reverse: a trademark of yours credited to a competitor.
Entities live on each brand record in **Settings > Brands**. They are not a separate screen.
## The five lists
| List | What to add | Why it matters |
| ----------------------- | -------------------------------------------------------------------------- | ------------------------------------------------------------------- |
| **People** | Founders, executives and named experts AI should associate with this brand | Personal brands often outrank company brands in AI answers |
| **Trademarks** | Named IP this brand owns | Watched for AI crediting it to a competitor |
| **Products & features** | What should be surfaced in AI answers about this brand | Product-level mentions count towards visibility |
| **Methodology** | The signature approaches this brand is known for | Methods get recommended without the vendor being named |
| **Terminology** | The category framing and phrasing this brand owns | Tells you whether your language has entered the market's vocabulary |
## Add or edit entities
Go to **Settings > Brands** and open the brand you want to edit.
Each list accepts one entry at a time. Use the form buyers and journalists actually use; the scan is for the text as written.
Click the cross on an entry to remove it. Former employees and retired products create false positives.
Changes apply from the next run.
**Enrich with AI** on a brand card drafts all five lists from the brand's website. Use it as a starting point, then prune. The drafts are proposals until you apply them.
## Where entities appear
* In **Visibility**, the leaderboard and the **Tracked entities** filter group them as Companies, Products, People and Trademarks. This allows you to detect whether other brand elements beyond your name are showing up in tracked AI conversations.
## Tips
* Add competitors' entities too. Seeing a rival's methodology recommended in your segment is as useful as seeing your own.
* Keep terminology to phrases you genuinely own. Generic category terms will match everywhere and tell you nothing.
* Entity limits, where they apply, are set per workspace by Demand-Genius.