AI is transforming how people search for, access and interact with information, as well as how they find and connect with brands. Increasingly, users turn to generative AI tools — such as AI summaries and LLM-based chatbots — to research brands and related topics. This means brand perception is now heavily influenced by these systems, which interpret and present information on behalf of the user. In this environment, brands must prioritize sharpening and reinforcing their messaging across every channel to reduce weak or conflicting signals and correct misunderstandings, helping them remain competitive. Building a stronger brand in the AI era requires deliberate alignment across all content and marketing touchpoints. Below are 5 approaches to improve brand clarity and authority in today’s AI-driven ecosystem. 1. Audit your brand identity and messaging The critical first move in fortifying your brand is to conduct a thorough audit of your messaging across all owned web properties, including website copy, social media, video content and third-party placements. Internal teams should collaborate to examine how the brand is represented in each channel and flag any inconsistencies, errors or outdated details. Teams should evaluate elements such as: The company’s core messaging, mission and values Website copy, metadata and on-page business descriptions Blogs, press releases and other company-related content The About page, team bios and leadership profiles Brand mentions within AI-generated summaries and LLM conversations Social media posts, profiles and business descriptions YouTube channel videos, profile descriptions and video descriptions Press mentions and media coverage References from third-party partners and affiliates As your team works through this…