A brand audit with AI is a Workflow job: you collect your website, your listings and your social profiles, the AI lists every place they disagree, and you decide which version is true. Plan an afternoon, most of it collecting and fixing. This page covers one question only: do your site, listings and profiles agree on your name, hours, services and description? For a wider look at what your social profiles show a customer, use our free social media audit. The AI does the comparing. You decide the truth, and you make the fixes.
- Shape
- Workflow
- Sitting
- an afternoon
The shape: Workflow
It is a Workflow because the steps run in a fixed order, and you check the AI's work before the next step: no source gets changed until you have read the gap sheet and decided the truth. Collect every source, paste the brief, read the gap sheet, decide the truth for each fact, fix each source, and keep the sheet.
The order matters for one reason. An AI asked to "audit my brand" with nothing attached will write general advice about logos, colors and voice that fits every business. An AI handed eight real sources side by side will find the old phone number on your Yelp page and the missing service on your Facebook About section. Comparison is work an AI does well, and it is tedious for a person, who tends to stop seeing small differences after a few profiles.
The honest limit is the collecting. Many listing and profile pages hide parts of their content behind logins, app prompts or scripts, so a chat tool given a link may read a partial or old copy. So you collect the sources yourself, as pasted text or screenshots, and the AI reads exactly what a customer sees.
What that means for you: the first hour is copying and pasting, and it is the part that makes the rest work. The second run is faster, because you keep the list of sources and the sheet of correct facts.
What you give the AI
Gather these before you open the chat. Label each one with where it came from, so the AI can name the source of every gap.
- Your website's facts. Paste the footer, the contact page, the about page and the services page. Paste the words, not the link.
- Your Google Business Profile. Open your listing as a customer sees it in Google Search or Maps, and take screenshots of the name, phone, address or service area, hours, website link, services and the description.
- Your other listings. Do the same for each one you know about: Bing Places, Apple Maps, Yelp, your local chamber, any industry directory, and any booking site that lists you. If you are not sure which listings exist, search your business name and phone number and note every page that describes you.
- Your social profiles. For each one, the bio or About section, the contact details, the link in the bio, and any pinned post that states hours or services.
- Your email signature and your printed card. A photo of the card works. Customers keep these for years.
- What you believe is true today. One short list in your own words: the business name as you want it written, the phone, the address or service area, the hours, every service you sell, and the one-sentence description you would give a stranger. The AI checks every source against this list, and also tells you where your list itself disagrees with the rest.
Six to twelve sources is normal for a small business. If you have more than fifteen, split them into two runs so the AI does not skip any.
What comes back
You get back one gap sheet: a table with a row for each fact and a column for each source, with every disagreement marked. Under it comes a ranked list of fixes, worst first, each naming the source, the field, what it says now and what it should say.
Paste this brief, then paste or attach your labeled sources under it.
We are checking whether our business describes itself the same way everywhere.
Attached are our sources, each labeled with where it came from, plus our own list of what we believe is true today.
Compare these seven facts across every source:
1. Business name, exactly as written.
2. Phone number.
3. Address, or service area if we have no public address.
4. Hours, including any holiday or seasonal hours stated.
5. Services: every service named in each source.
6. Description: the short summary of what we do and for whom.
7. Website link: the web address each source points to, exactly as written.
Return a table with one row per fact and one column per source.
In each cell, quote what that source says, or write "not stated".
Mark every cell that differs from our list.
Then list every disagreement as a fix, worst first.
Rank by how likely it is to send a customer to the wrong number, the wrong place or the wrong time, then by how likely it is to lose a customer who wanted a service we sell.
For each fix: the source, the field, what it says now, what our list says, and the change in one sentence.
Then list anything in our sources that our own list does not mention, such as a service, a second phone number or an old name.
Do not decide whether those are right; ask us.
Rules:
Use only what is in the attachments.
Quote, do not paraphrase.
If a screenshot is unreadable, say which one.
Do not suggest new branding, logos, colors or taglines.Expect the first pass to be strong on phone numbers, addresses and hours, which are exact text, and weaker on services and descriptions, where two different wordings can mean the same thing. If a row reads as a gap but is only different wording, tell the AI so and ask it to mark that row as a match.
How to judge it
You can reject a bad gap sheet in about a minute.
A bad gap sheet:
- Talks about your logo, your colors or your tone of voice. That is a different job; this one is about facts.
- Has a cell that does not quote anything. A cell reading "consistent" with no quote means the AI summarized instead of comparing.
- Leaves out a source you gave it. Count the columns against the sources you pasted.
- Marks every description as a mismatch. Two descriptions in different words can say the same thing; the question is whether they disagree on what you do or who you serve.
- Invents a fact, such as a listing you did not attach or a rating. Delete it and ask again.
- Ranks a slightly different tagline above a wrong phone number. A wrong number loses the call; a different tagline loses nothing.
A good gap sheet quotes every cell, names the source of every gap, and ranks the facts a customer acts on first. The quick test: pick the top three rows, open those sources yourself, and look. If you can see the gap, it is real.
What stays with you
Most of this job is a decision only you can make.
The truth. The AI can see that your Facebook page lists Saturday hours and your website does not. It cannot know whether you still open on Saturdays. For every gap, you decide which version is right, and sometimes the right answer is in none of your sources.
The name. If your name appears three ways, pick one form and use it everywhere. Your legal name, your sign and your listings may each have their own rules, so check each listing's own guidelines on how the name may be written before you change it.
The logins. The AI cannot sign in to your listings. You make each change yourself, and some listing sites review an edit before it shows. A listing you cannot sign in to needs a claim or ownership request through that site, and that can take days.
The ones you cannot fix. Some old directories have no way to edit or remove a listing. Note them on your sheet and move on.
The sheet itself. Save your list of correct facts, dated. It is the source every future profile, bio and listing copies from. Our page on local SEO with AI uses the same idea, one citation sheet pasted into every directory, for listings you have not built yet.
Which source wins when they disagree
When the AI shows two versions of a fact, the starting point for which one to trust differs by fact. This table is the usual order to check, not a rule; you still make the call.
| The fact | Check this first | Why |
|---|---|---|
| Phone number | The phone you actually answer | Call it from another phone before you fix anything else |
| Address or service area | Your signage and your lease, or the towns you really serve | A listing should match where a customer can find you |
| Hours | Your own schedule this month | Holiday and seasonal hours drift fastest |
| Services | What you sold in the last three months | Drop what you no longer offer; add what you sell but never listed |
| Business name | The name on your sign and your invoices | One form, written the same way everywhere |
| Description | The sentence you say to strangers | Keep the facts the same; the wording can fit each site |
For why these facts matter so much to a buyer, see what customers check before calling. For how the three main places a customer looks should support each other, see our note on making your website, Google profile and social profiles work together.
An example, made up for this page
Say you run a one-truck mobile bike repair business that serves four towns. You collect nine sources: your website, your Google Business Profile, Apple Maps, Yelp, a cycling club directory, Instagram, Facebook, your email signature and your card. The gap sheet comes back with eleven marked cells. The top row: Yelp and the club directory show the cell number you used before you bought the truck. Second: Facebook lists Sunday hours you stopped keeping in the spring. Third: e-bike repair, now a large part of your work, appears only on your website. Fourth: your Google Business Profile service area lists three towns, while your website lists four. Fifth: the business appears under two names, one with "Mobile" in it and one without. You fix the phone, the hours and the service area that afternoon, add e-bike repair to every profile, and pick one name. The club directory has no edit form, so you email its organizer and note it on your sheet.
None of that is a real business or a real result. It shows the size and shape of the afternoon, not what it will produce.
Keep it running
Run it again after any change to your hours, phone, address, name or services, and otherwise twice a year. Reuse the brief, attach your dated sheet of correct facts as the list of what is true, and ask the AI to flag anything that changed since the last run. If you also want to check the website itself for speed and broken links, our website audit runs as its own afternoon.
Of every job on this list, social media is the one that comes back every week, and Boomp is software that does that one for you. See ten posts made from your website, free
