Large language models prioritize easily verifiable sources like published articles, founder commentaries and structured product pages, which can cause competitors to be surfaced if a brand lacks visible content. Thought leadership and founder-led storytelling create a consistent brand voice that clarifies purpose, values and target customers. Embedding the origin story across About pages, brand guides and playbooks enables marketing, sales and support to use the same terms and tone. Making claims verifiable and building an algorithm-aware media strategy helps search engines and LLMs back up content and improve discoverability.
If you ask a large language model (LLM) like ChatGPT or Google Gemini to solve your customers' pain points, it will give you an answer based on the easiest-to-verify information. That often includes published articles, consistent founder commentaries, structured product pages and other third-party references. If those answers do not include your brand, these learning models default to featuring your competitors.
Your brand voice is essentially your company's personality. If you don't define it, it will show up differently across every channel. The best way to set it is through your origin story. As the founder, only you can explain in clear and plain language why the company exists, what it stands for and who it's built to serve. Once that story is established, make it the reference for everyone, both internally and externally.
Collection
[
|
...
]