Brand Entity Consistency Audit Template

Brand Entity Consistency Audit (fill-in)

When to use: One row per source, with the brand name it shows, the facts it states, the conflict, the correction and an owner, plus a completion check.

Brand entity consistency audit

One row per source you can find: your own pages, your profiles, directories, Wikidata and the knowledge panel. Compare each one to your canonical facts sheet.

Brand: [legal name] - Audit owner: [name] - Canonical facts sheet: [link or tab]

Per-row detail (fill for every source)

• Who controls it: [you / a profile you own / a third party / Wikidata community]
• sameAs link: [does your Organization schema link to this source, yes/no]
• Correction method: [edit the page / suggest an edit / claim the profile / email the site]
• Evidence URL for the correction: [a page that proves the right value]
• Status: [to check / conflict found / fix requested / fixed / no control]
• Submitted on: [date the edit or request went in]
• Recheck date: [YYYY-MM-DD]

Next action

• Audit owner: [name] - task: list every source and mark the conflicts by [date]
• Web owner: [name] - task: fix the sources you control and align the Organization schema by [date]
• Comms owner: [name] - task: submit corrections for sources you do not control, with evidence, by [date]

Completion check

• Every source has a name, the facts it shows and a conflict value, even if that value is "none".
• Every conflict has a correction and one owner.
• Sources you control show the same name, founding year, HQ and one-line description.
• Your Organization schema links to the profiles you own through sameAs.
• Fixes you cannot make yet are marked "no control" with a recheck date, not left blank.

Canonical Brand Facts Sheet

When to use: Write the single source of truth once, so every row in the audit compares against the same name, facts and links.

Canonical brand facts sheet

Fill this first. It is the one version every source should match. Pick one value for each field and keep it short.

Why Google asks for consistent values

Google's Organization guidance says to use the same name and alternateName as your site name, and that some properties, such as iso6523 and naics, help it tell your organization apart from others.

Source: Google's Organization structured data page, checked 13 November 2026.

Put it in your markup

• Add one Organization block with your primary name, alternateName, logo and sameAs set.
• Keep one @id and one logo URL across every template, so pages do not disagree with each other.
• Generate the block with the Schema Markup Generator, then confirm your sameAs URLs are in it.

Where to Audit (source list)

When to use: A list of the places that shape your brand entity, so you do not miss the ones that matter to search and AI.

Where to audit

Work down this list and add a row for each source you find. Start with the ones you control, then the ones you can influence.

Sources you usually control

• Your Organization schema and About page.
• Your profiles: LinkedIn, X, Facebook, YouTube and any you run.
• Your Google Business Profile, if you have a place or service area.
• Review and listing profiles you have claimed.

Sources you can influence, not edit freely

• Wikidata and, if it exists, your Wikipedia page.
• Industry directories and partner pages that list you.
• Crunchbase, app stores and review sites with your facts.
• Your Google knowledge panel, once you are verified.

How machines read you

• schema.org defines sameAs as the "URL of a reference Web page that unambiguously indicates the item's identity", such as your Wikipedia page, your Wikidata entry or your official site. Source: schema.org/sameAs, checked 13 November 2026.
• Ask the main AI assistants to describe your brand, then compare the answer to your facts sheet. The AI Visibility Checker finds recorded AI answers that name or link your domain, so you can read what they say.
• Watch the names and categories competitors use for themselves. A Competitor Analysis shows which rival domains compete with you for the same searches.

Conflict and Correction Picker

When to use: For each kind of conflict, pick the fix and the person who can make it, so corrections do not stall.

Conflict and correction picker

Match the conflict to a fix. The method depends on who controls the source, not on how big the error looks.

Claiming and correcting a knowledge panel

• Google lets you claim a panel through "Claim this knowledge panel", then verify by signing in to an official site or profile it lists.
• To fix a fact, use the feedback option under the panel, describe the correction and include links that prove it. Google says feedback from the verified email gets priority.
• Source: Google's Get verified on Google help page, checked 13 November 2026.

For a done-for-you pass on entity and AI search setup, see SEO and GEO services.

Entity Audit Review Routine

When to use: A short routine to rerun the audit on a cadence, so new profiles and stray edits do not reopen old conflicts.

Entity audit review routine

An entity drifts. People open new profiles, directories copy old data, and community sources get edited. Rerun the audit on a set cadence.

Each review

• Resubmitted fixes: check the sources where you requested a change. Mark fixed, or chase again.
• New sources: search your brand name and add any profile or listing you had not logged.
• Drift: reread your own pages and schema. Confirm the name, year, HQ and description still match the facts sheet.
• AI answers: ask the main assistants to describe you again and note any new wrong fact.
• Knowledge panel: reread it and flag any fact that changed.

Review fields

• Review date: [YYYY-MM-DD] - Reviewer: [name]
• Fixes confirmed: [list of sources]
• New conflicts found: [source + the wrong value]
• Still no control: [sources you cannot edit yet]
• Next review: [date]

If you run the audit repeatedly, keep the dated runs in a log so you can see what moved. Pair it with the Outreach Consent and Suppression Log Template when your corrections involve emailing other sites.

Spreadsheet Header (CSV)

When to use: A paste-ready header row and allowed values to run the audit in Google Sheets or Excel.

Paste-ready spreadsheet header

Paste this row into cell A1 of Google Sheets or Excel, then split text to columns by comma. One row per source.

source_name,source_url,controlled_by,name_shown,facts_shown,canonical_value,conflict_type,correction_value,evidence_url,sameas_linked,fix_method,status,submitted_date,recheck_date,owner,notes

Allowed values

• controlled_by: you, your_profile, third_party, community
• conflict_type: name, founding_year, hq, description, category, logo, none
• sameas_linked: yes, no
• fix_method: edit_page, edit_profile, suggest_edit, claim_panel, email_site
• status: to_check, conflict_found, fix_requested, fixed, no_control

Sheet tips

• Highlight rows where conflict_type is not "none" and status is not "fixed".
• Highlight rows where controlled_by is "you" and sameas_linked is "no". Those are quick wins.
• Keep a separate tab for your canonical facts, and point every correction_value at it.
• Never delete a source row. A fixed source can drift back later.

Worked Example (fictional Quillmarsh field service software)

When to use: Four filled rows for an invented software brand: one own-site fix, one profile conflict, one directory and one knowledge panel correction.

Worked example: Quillmarsh field service software

Example only. Quillmarsh is an invented field service scheduling brand. The sources, URLs, dates and facts are made up to show a filled-in audit.

Brand: Quillmarsh Software Inc - Audit owner: head of marketing - Canonical: founded 2019, HQ Leeds, "scheduling software for field service teams"

How the rows were handled

• Row 1: the web owner added foundingDate and a sameAs set pointing to the profiles Quillmarsh controls.
• Row 2: the profile owner fixed the year and moved "Quillmarsh Ltd" to a note, since the legal name is Quillmarsh Software Inc.
• Row 3: the directory could not be self-edited, so comms emailed the correct HQ and description with a link to the About page.
• Row 4: the verified owner used the panel feedback option, flagged 2017 and attached the About page that states 2019.

Why this works

• One facts sheet decided the right value, so four people made the same correction.
• Sources the team could not edit got a request with evidence, not a guess.
• The schema now links to the real profiles, so machines can connect the dots.

Want help getting your brand entity consistent across your site, profiles and AI answers? Book a free consultation with Anatolii Ulitovskyi.