How do we extend our brand into our product and website?

If your brand only lives in a PDF, your website and product will tell a different story – and AI search will happily amplify the inconsistency.

To extend your brand into every digital touchpoint, focus on three layers.

1. Story

• Define a clear, simple articulation of who you are, what you do and who you serve.
• Use that same narrative on the homepage, in product copy, in help articles and in thought leadership.

This is the story LLMs will repeat when users ask “Who is [brand]?” or “Which agencies specialise in X?”.

2. System

• Build a design system that spans marketing site, dashboards, portals and docs.
• Document components, layouts and patterns so designers and developers don’t reinvent basics on every project.

3. Standards

• Create tone‑of‑voice and content standards for UI copy, error messages, tooltips, FAQs and AI‑assisted content.
• Make sure everything sounds like one company – confident, practical, human.

When your brand story, system and standards line up, AI search stops exposing cracks and starts reinforcing your positioning.

We’d love to hear how your team is adapting to the wave of new technology. If you’d like to discuss where you are on that journey, get in touch.