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Your brand profile is the foundation of every visibility analysis Pharos runs. It tells Pharos who you are, where you operate, and how often to re-run your prompts. Accurate profile information leads to higher-quality AI platform results, so take a few minutes to fill in every section before running your first analysis. Go to Settings in the left sidebar, then select the Brand Profile tab. If you have multiple brands, the form always shows settings for the currently selected brand. Use the brand switcher at the top of the page to change which brand you are editing.

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Fill in the core fields

1

Enter your brand name

Type the name your brand is publicly known by — the exact string AI platforms would use when mentioning you (for example, Acme Corp, not ACME Corp, Inc.). The field accepts up to 80 characters.
2

Add your website URL

Enter your domain without the protocol or trailing slash, for example acmecorp.com. Pharos normalises the value when you tab out of the field, stripping https://, www., and any path segments automatically.
3

Set your default language

Choose the language Pharos should use when querying AI platforms on your behalf. This affects the language of the prompt text sent to each AI provider.
4

Choose a base location

Select the country or region that represents your primary market. If you select United States, an optional State picker appears so you can scope analysis further. You can also type a city name in the City field to target a local market.
Scoping to a city is useful for local businesses or regionally-targeted campaigns. Leave the city blank if you want nationwide or global results.
5

Write a brand description

Describe your brand, products, and services in up to 1,000 characters. Pharos uses this description to provide context to AI platforms during analysis. Clear, specific descriptions consistently produce better visibility scores than vague or marketing-heavy text.
Voice, tone, and writing guidelines belong in your Brand Kit, not this field. Click the Brand Kit link beneath the description field to open it.
Hover over the avatar circle in the Brand Profile card header to reveal the camera icon, then click it to open the file picker.
  • Supported formats: PNG, JPEG, WEBP, SVG
  • Maximum file size: 2 MB
Pharos uploads the image immediately without waiting for you to click Save Changes — the logo updates as soon as the upload completes. To remove a logo, hover over the avatar and click the red × badge that appears in the top-right corner.

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Add brand identifiers

Brand identifiers are alternative names, product lines, abbreviations, and common misspellings AI platforms might use when referring to you. Pharos uses this list to detect brand mentions in AI responses even when the exact brand name is not used. Click the Brand Identifiers field and type an identifier, then press Enter or comma to add it. To remove an identifier, click the × on its badge. Examples: Acme, ACME, Acme Corp, Acme Corporation

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Configure persona baseline runs

Under the Persona baseline runs toggle, you control whether Pharos collects a neutral (no-persona) analysis pass in addition to persona-tagged runs.
  • Enabled (default): Every prompt is also run without a persona so you can compare persona-specific answers against a baseline.
  • Disabled: Pharos skips the baseline run when personas are attached, which reduces LLM costs by approximately 25%.
Leave this enabled if you are still learning how different audiences discover your brand. Disable it once you have enough baseline data and want to reduce analysis costs.

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Save your changes

Click Save Changes at the bottom of the form. The button is only active when you have unsaved edits. If you navigate away with unsaved changes, Pharos prompts you to confirm before leaving.
If another browser tab or team member edited the same brand profile while you had the form open, Pharos detects the conflict and shows an error. Refresh the page to load the latest version, then re-apply your changes.

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View auto-detected brand attributes

Expand the Brand Attributes section to see positive and negative traits Pharos has extracted from past visibility analyses. These are read-only and update automatically after each analysis run. Attributes appear here only after you have run at least one analysis.

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Add a second brand

Click Create New Brand in the top-right corner of the Brand Profile page to start the onboarding flow for an additional brand. Each brand has its own profile, prompts, competitors, personas, and analysis data.
You must have at least one brand at all times. The Delete Brand button in the Danger Zone is disabled when only one brand exists. Create a replacement brand first, then delete the old one.

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Delete a brand

Only Owners see the Danger Zone card at the bottom of the page. To delete the current brand, click Delete Brand, type the exact brand name to confirm, then click Delete Brand again. This permanently removes all associated data — competitors, prompts, analyses, and traffic data — and cannot be undone.
Brand deletion is irreversible. All analysis history, prompt data, and competitor tracking for this brand will be permanently removed.

Team management

Invite teammates and assign roles to control who can edit brand settings.

Personas

Create audience personas to segment your visibility analysis by buyer type.