The Context tab is where you define the “ground truth” for a brand. It powers how Scrunch categorizes prompts, interprets citations, and segments insights by topic and geography. Getting Context right keeps reporting clean and comparable across teams and markets.
What you can do in Context
Create and manage brands, names, and domains
Add customer personas for geo and intent nuance
Track competitive brands
Set key topics that act as reporting pillars
Export prompts and personas for review
When to use it
Use Context during initial onboarding, when adding a new brand or market, and any time your naming, competitors, or topics change.
Brand setup fields
Brand
High-level container for a company or product line. Every prompt, citation, and insight rolls up to a brand.
Name
The primary brand name customers see.
Alternative Names
Other names used to identify the brand, comma-separated. Include abbreviations, regional names, legacy names, common misspellings.
Note: Brand names operate like a Regex (regular expression) match on prompt responses, so avoid generic words that will inflate branded counts.
Description
A short, brand-agnostic summary of what the company offers. Do not include the brand name or unique product names.
Example (good): “Offers low-cost air travel and booking within the US, with online...”
Example (avoid): “Spirit Airlines offers…”
Primary Location
The country you want Scrunch to target by default. Personas can override this when needed.
Website
Brand's primary domain.
Alternative Websites
Any other owned domains. Include ccTLDs, app domains, and important microsites. Exclude marketplaces and third-party profiles you do not control.
Save changes
Commits brand edits to your org.
Customer Personas
Personas tell Scrunch how customers actually ask questions. They help produce and segment prompts that reflect real language and geography (note, currently persona names and descriptions influence prompt suggestions and do not influence prompt responses).
Aim for 2 to 4 personas per brand to start
Write 3 to 5 sentences focused on goals, pain points, and vocabulary
Include geo or market context when relevant
Template
Role or life stage. Primary goal. Main objections or risks. How they talk about the problem. Any geo nuances.
Example
Adventure-Seeking Young Professional: Based in the Midwest. Values unique experiences and convenience, wants personalized itineraries, uses short, direct questions, often searches for ways to learn or work on the go.
Competitive Brands
Track direct competitors and category alternatives that often appear in AI answers. Include aggregators or directories if they shape citations.
Use canonical names and primary domains
Add country variants only when they operate as distinct brands
Key Topics
Topics are your reporting pillars. They group prompts and citations into meaningful buckets that mirror your SEO themes and customer questions.
Start with 6 to 12 topics per brand (Scrunch will also generate topics for you at brand creation)
Keep names customer-friendly, not internal jargon
Use consistent casing and phrasing across brands
Scrunch will automatically match prompts for that Topic, but you can always edit topics manually.
Good
“Family-friendly vacation ideas,” “Personalized travel itineraries,” “Budget travel planning”
Avoid
“Q3 Content Cluster,” “Growth Funnel Stage 2”
Exports
Prompts (CSV): Download current prompts for QA or bulk edits
Personas (CSV): Share persona text with stakeholders for review
Recommended workflow
Create Brand
Enter Name, Alternative Names, Description, Primary Location, Website, Alternative Websites
Save and confirm the brand appears in Context
Add Alternate Names
Make sure Scrunch knows to track all acronyms, abbreviations, etc.
Add Competitors
List direct and category competitors, plus high-influence directories
Set Key Topics
Add 6 to 12 topics that match customer language
Align naming conventions across brands
Quick QA
Confirm alternates are not too broad
Check domains for ccTLDs and key microsites
Make sure Description is brand-agnostic
Best practices
Canonical naming first. Match what customers see on your site and socials.
Alternates, not catch-alls. Add real brand variants, avoid words like “on” or “fresh” that cause false positives.
Geo where it matters. Use Primary Location for default targeting, attach geo to personas for country nuance.
Topics drive analysis. Plan topics with Marketing and SEO, then keep them stable so you can measure change over time.
Common pitfalls and how to avoid them
Including the brand name in Description
Keep it generic. This text is used in places where brand repetition can bias results.
Over-broad Alternative Names
If a term appears in many non-brand contexts, remove it or scope it with geo or product qualifiers.
Topic sprawl
Merge near-duplicates. Prefer shorter, customer-friendly phrasing.
Permissions and access (quick reference)
Organization access
See and manage all brands. Assign to admins and leads.
Brand access
Scoped to a single brand. Assign to client teams and country squads.
Invites
Send from Org Settings. Choose org vs brand scope at invite time. Add additional brands as the team scales.
Quality checklist
Brand created with canonical Name and Primary Location
Alternative Names limited to true variants, no generic words
Description written without brand or trademarked terms
Website and Alternative Websites include ccTLDs and key microsites
2 to 4 Personas added, clear goals and vocabulary, geo noted if needed
6 to 12 Topics added, consistent naming, no duplicates
Competitors include direct, category, and influential directories
FAQ
How many brands should I create?
Create one per distinct entity you want to measure. Use Alternative Names for regional names or products when they roll up to a single brand. Create separate brands only when teams, sites, or goals are truly separate.
Do personas replace Primary Location?
Primary Location sets a default for prompts not tied to a persona or a persona without a specific country geo. Prompts tied to Persona geos will override Primary Location.
What if my brand name is a common word?
Tighten Alternative Names to include only true variants, then rely on website domains and prompts to disambiguate. Avoid adding the generic word by itself.
Can I bulk edit Context?
You can export personas and prompts for review. For large structural changes, align with your Customer Success manager.