Brand entity consistency checklist: a step-by-step audit

Before you start: write the source of truth

Create a one-page brand fact sheet and get it approved internally:

Field	Example
Brand name	Acme Analytics
Legal name	Acme Analytics Private Limited
One-line description	Acme Analytics is a customer-analytics platform for mid-sized Indian retailers.
Category	Customer analytics software
Audience	Retailers with 10–200 stores
Founded / founders	2019 · A. Sharma, R. Iyer
Headquarters	Bengaluru, Karnataka, India
Phone / email / website	+91 … · hello@… · https://…
Core offerings	Analytics platform; implementation services
Retired facts	“Acme Insights” (old name, 2019–2021)

Example values are illustrative.

Part 1: Your website

• Homepage states the one-line description in plain words
• About page lists the factual details from the fact sheet
• Contact page and footer show identical name, address and phone
• Team or author pages for real people, with consistent titles
• Old names, products and plans removed or clearly marked historical
• Legacy pages and microsites redirected or updated

Part 2: Structured data

• Organization JSON-LD with name, legalName, logo, url, contact details
• sameAs links to each official profile (LinkedIn, YouTube, etc.)
• Person markup only for real people shown on the page
• No facts in markup that aren’t visible on the page
• Validated with Schema.org and Google’s Rich Results Test

Part 3: Profiles you control

• Google Business Profile (name, category, description, hours, address)
• Bing Places, Apple Business Connect if relevant
• LinkedIn company page (description, industry, size, website)
• Social profiles’ bios and links
• App stores and marketplaces (descriptions, categories)

Part 4: Third-party sources

• Industry directories and associations
• Review platforms (claimed, complete, current)
• Data aggregators and business databases where you can request updates
• Partner and integration pages
• Old press releases or articles with outdated facts (request corrections where feasible)

Part 5: Check the outcome

• Search your brand on Google and Bing — results consistent?
• Ask ChatGPT, Gemini, Perplexity and Copilot “What is [brand]?” — category and facts correct?
• Log what changed and re-check in one to three months

Tips

• Fix owned assets first. They’re fastest and they become the reference for everything else.
• Use the same description verbatim where platforms allow. Consistency beats creativity here.
• Keep a change log. When something changes — address, leadership, product — update every row.

Want this done for you? See entity optimization.