Overview
Adding a new brand in Scrunch sets up monitoring for that client across AI platforms like ChatGPT, Perplexity, and Google AI Overviews. When you create a brand, Scrunch automatically generates initial context - including a brand description, sample customer personas, competitors, and key topics - so you can start tracking visibility right away. All of these details are fully customizable.
This article covers:
How to create a new brand
What happens after creation
Tips for agencies managing multiple clients
Steps to Create a Brand
Open the brand toggle
In the top left corner of your Scrunch app, click on the brand toggle (where your current brand list lives).
Select “Create Brand”
Scroll to the bottom of the dropdown list and click Create Brand.
Enter the brand’s URL
Input the brand’s primary website URL.
Pro tip: Add the most authoritative domain (e.g.,
brandname.com) — we will automatically track subdomains, and you can add alternative URLs later under the brand’s Context tab.
Review the auto-generated context
Scrunch will scan the domain and generate a starting framework for monitoring:
Brand Description: A short overview of what the company does.
Personas: Example customer profiles (these can be edited or expanded).
Competitors: Key players in the same space.
Key Topics: Themes and subject areas relevant to the brand.
Finalize the setup
After reviewing and customizing as needed, click Create Brand at the bottom right of the flow.
The new brand will now appear in your org and you'll be guided to adding prompts.
What Happens After Creation
The brand is immediately active in your Scrunch account.
You can begin assigning prompts, customizing personas, and refining competitors or topics.
Best Practices for Agencies
Start with a clean URL: Always use the brand’s primary domain to ensure accurate tracking.
Add competitors: Scrunch generates competitors based on who AI believes competes in your space. We recommend adding additional competitors to benchmark performance against, especially if your brand is geo-specific.
Refine personas: Scrunch generates sample personas, but tailoring these to your client’s audience can enhance the prompts Scrunch suggests.
Use Key Topics strategically: Choose themes that align with the client’s goals (e.g., “home insurance rates” or “B2B SaaS growth”).
Frequently Asked Questions
Q: Can I edit the details Scrunch generates (personas, competitors, topics)?
Absolutely. All generated context is fully customizable.
Q: What if I enter the wrong URL?
You can update or add alternative URLs later under the brand’s Context tab.
Q: How soon will I see data?
Prompts responses start collecting immediately in Scrunch in the order that they were added.