AI & Brand Naming

AI is telling your customers what your brand sells based on what it thinks your brand name means

Dig a little deeper into your AI searches – I recently started asking more “why did you recommend this?”, “why didn’t you recommend this other brand?” “why did you tell me this when it is incorrect?” – “what was your chain of thought and where did this come from?”

The answer was consistent in brand searches – AI reaches for the fastest available shortcut, and the fastest shortcut in brands without a large consistent indexed footprint – is the brand name itself.

AI is actively looking for shortcuts to deliver information faster and one of the fastest shortcuts is guessing what your brand name does based on what it thinks your brand name means.

Brand naming has always mattered commercially – now it matters algorithmically too.

What is AI telling your customers your brand does behind closed doors?

Daniel Hinde

Daniel Hinde is the Founder & Creative Director of Greatergood® Brands – a London-based branding and packaging design agency specialising in FMCG & CPG consumer brands.

With over 20 years of commercial experience building brands for global household names and hundreds of disruptive challenger brands – Daniel leads Greatergood's strategic and creative output across brand strategy, brand design, packaging design and retail strategy.

His work spans food and drink, health and wellness, supplements and everyday consumer goods – from early-stage startups preparing for their first retail listing to established brands repositioning for growth.