Brands

A brand is the central object in Lumear. It owns your domains, your competitors, your prompt sets, and your visibility data.

One brand, or many?

Most teams track one brand per workspace. Agencies usually track many — each client gets its own brand. There's no hard limit; create as many as you need.

The currently active brand (shown in the top-left of the sidebar) scopes everything in the dashboard. Prompt sets, runs, recommendations, and competitor lists are all filtered to the brand you have selected.

Anatomy of a brand

When you create a brand we ask for:

• Name (required). The canonical name an AI assistant would use when referring to you. e.g. “BMW USA” or “Stripe”.
• Domain (recommended). The website we'll crawl + embed so we can match AI prompts to your pages. No protocol, no path — just example.com.
• Industry / categories. Short tags. We use these to suggest realistic persona examples in the prompt generator and to pick the right page-type taxonomy when crawling.
• Aliases (optional but powerful). Other names the AI might use. “BMW USA” alone won't match a response that says “BMW X5”. Add “BMW”, “BMW X5”, “BMW M”, and so on.

Aliases really matter

Lumear's entity matcher is built around aliases. Every alias gets a word-boundary-aware regex, sorted longest-first so “BMW X5” matches before “BMW” in a sentence like “The BMW X5 leads its class.”

If you find your mention rate looks too low, it's almost always because the alias list is too narrow. Add every realistic way someone might write your brand:

• Common abbreviations (“TLA”, “NYU”)
• Sub-brands and product lines (“BMW M”, “X5”)
• Marketing taglines that are unique to you (“The Ultimate Driving Machine”)
• Variant spellings (“Mercedes-Benz”, “Mercedes Benz”)

Renaming or archiving

Brands can be renamed at any time (we update the matcher transparently). To stop tracking a brand without losing its historical data, archive it — its runs, prompts, and competitors stay in the DB but no longer surface in the active picker. You can unarchive later if you change your mind.

Permanently deleting a brand also deletes all its runs, prompts, competitors, recommendations, and pages. There's a confirmation step; once confirmed it's irreversible.

What happens when you add a domain

The moment you save a brand with a domain (or add a domain to an existing brand on the Sites page), Lumear:

1. Inserts a brand_domains row marked as primary.
2. Fires a site-inventory.requested event with scope=topical.
3. An Inngest function picks up the event and runs Firecrawl /map + filtered batch scrape.
4. Pages are segmented by heading, embedded with text-embedding-3-small, and stored in target_pages + target_content_blocks.

See Domains & crawling for the full crawl options (topical / cited-only / full audit).