Consistent Brand Facts: The Same Name, Address and Price Everywhere

AI assistants piece together what they say about your brand from many sources. How a single brand fact sheet keeps your name, category, address, pricing and founder details the same everywhere.

Learning goals

Lists a brand's core entity facts, such as name, category, address, contact details, hours, pricing and founder.
Explains why those facts need to match everywhere.
Builds a brand fact sheet as the single source of truth.
Knows that when a fact changes, your own site is updated first and everything else follows.

In this lesson

So far you've seen how AI assistants build answers, how visibility is measured, which sources answers lean on, and how open your site is to AI crawlers. This module asks a different question: when an AI mentions your brand, does it get the facts right?

We start with the basics: your core brand facts need to be the same everywhere.

What entity facts are

An entity is anything an AI assistant or search engine recognises and collects information about: a company, a shop, a product, a person. Entity facts are the basic truths that describe it.

For a business, typical entity facts are:

Name and spelling: one spelling of the brand name. The registered legal name (e.g. "… Ltd") is a separate fact.
Category: one sentence on what you do.
Address and service area: where you're based and whom you serve.
Contact details: phone, email, website.
Opening or support hours.
Pricing and key terms: starting price, free trial length, refund policy.
Founding year, founder or lead expert.
Products and plans: what you sell, and what you don't.
Certifications and memberships (if any).

Why they must match

Modules 1 and 3 showed that an AI answer rarely comes from one place. It draws on training data and on pages found through live search. If those sources disagree about you:

the AI picks which version to use, and it may pick the outdated one;
it may leave the fact out or hedge;
a buyer reads the wrong price or trial length and holds you to it.

Consistency doesn't guarantee the AI will describe you correctly. But inconsistency is one cause of being misdescribed that sits within your control, so it makes sense to fix it first.

Where your facts live

Your brand facts are written down in more places than you might think:

Your website: home, about, contact, footer, pricing and product pages, and structured data embedded in the page (Module 4).
Business and map profiles.
Review platforms and directories such as G2, plus app marketplaces where you're listed. These are channels, covered in Module 6.
Social profiles: bios and company details.
Community threads, e.g. on Reddit, where people repeat what they believe about you.
Encyclopaedic entries: Wikipedia or Wikidata, if an entry about you exists.
What others wrote: press articles, old blog posts, partner pages.
Official records: company registers.

You control some of these and others don't belong to you. Knowing which is which will set the order of fixes in the next lesson.

The brand fact sheet: one source of truth

The first step to consistency is having a single answer to "what's correct?" Build a brand fact sheet: a table or shared document.

Representative example: Acme Helpdesk is a fictional company and these facts were written for this lesson.

Fact	Correct value	Last checked	Owner	Published on
Name	Acme Helpdesk	1 Oct 2026	Marketing	Site, G2, app marketplace, social
Category	Help-desk software for small teams	1 Oct 2026	Marketing	Site, G2, social
Starting price	$15 per agent per month	1 Oct 2026	Product	Pricing page, G2
Free trial	14 days	1 Oct 2026	Product	Pricing page, G2, app marketplace
Founded	2018	1 Oct 2026	Marketing	About page
Website	acmehelpdesk.example	1 Oct 2026	Marketing	Everywhere

Rules for the sheet:

One fact, one value. Match the spelling exactly: if it's "Acme Helpdesk", don't write "AcmeHelpDesk" anywhere.
Your own site comes first. When the sheet changes, update your site first and correct everything else against it.
Date it. Make it clear when the sheet was last checked.
Give every fact an owner. Facts without an owner go stale.
When something changes, work through the list. A new price means updating every place in the "Published on" column. Old blog posts count.

A note on encyclopaedic entries: if a Wikipedia entry about you exists, don't edit it to promote yourself. If it contains a factual error, point it out on the entry's talk page and cite a reliable source.

Code and text must agree

Module 4 covered structured data. The facts in your page's code should match the visible text. If the code says "$15" and the page says "from $12", you've created a new inconsistency. Generate structured data from the fact sheet, then check it against the page.

On SOV Tracker's paid plans you can keep this fact sheet in the product and generate structured-data code from it. Filling it in doesn't raise your SOV Score by itself.

Summary

Entity facts are the basics that describe your brand: name, category, address, contact details, hours, pricing and terms, founder, products.
An AI answer draws on many sources, and conflicting facts can lead it to use the outdated or wrong one.
Consistency isn't a guarantee, but it removes one cause of misdescription that you control.
The single source of truth is a brand fact sheet: one value per fact, a date, an owner and where each fact is published.
When a fact changes, update your own site first, then everything else. Code and visible text must agree.