Set Brand Identity

By default, the platform decides which of your tracked keywords are “branded” by looking at your app title. That works for most apps, but it misfires when your brand contains a common word (“Room” in Photoroom) or when your title contains a generic word the estimator mistakes for your brand (“Messenger”). Brand Identity lets you correct that split by hand.

You’ll set this in the project’s Settings → Brand Identity tab, in the Brand Identity card.

Before you start

You need a project with a linked store app.
You need editor access to the project.
Leave every field blank to keep the default behavior — the platform falls back to the app title. Only fill these in when the default split is wrong.

What each field does

The three fields feed the estimator that separates your branded keyword demand from your category (non-branded) demand. Getting this split right matters because branded and category traffic tell you very different things about a listing.

Canonical brand string — the phrase the platform matches queries against to decide if a keyword is branded. Defaults to your app title when blank. Set it when your title isn’t a clean brand phrase. Maximum 64 characters.
Allowlist tokens — tokens that should count as part of your brand even though they look generic. An allowlisted token survives the filter that normally strips category-generic words, so “room” is kept for Photoroom instead of being treated as a plain category word.
Denylist tokens — tokens that should not count as your brand even though they appear in your title. Denylist “messenger” and the estimator stops treating it as brand-distinctive.

Set your brand identity

1. Open the Brand Identity card

Go to Settings → Brand Identity. The Brand Identity card sits at the top of the tab.

2. Set the canonical brand string (optional)

If your app title isn’t a clean brand phrase, type the phrase you want matched into Canonical brand string — for example, Meta Messenger. Leave it blank to keep using the title.

3. Add allowlist tokens (optional)

In Allowlist tokens, add any brand token that a generic-word filter would otherwise drop. Enter tokens comma-separated — for example, room, photo. Use this when part of your brand is a common word that the platform is under-counting as branded.

4. Add denylist tokens (optional)

In Denylist tokens, add any word that appears in your title but isn’t really your brand — for example, messenger. Use this when the platform is over-counting a generic word as branded.

5. Save

Click Save. The tokens are normalized (lowercased) and stored on the project. To clear all overrides and return to the app-title default, empty every field and save.

Verify it worked

After saving, the card shows your stored values. The next audit uses them: keywords that match your canonical brand string or an allowlisted token are counted as branded, and denylisted tokens no longer inflate your branded share. Check the branded-share figures in your next audit to confirm the split now reads correctly.

Troubleshooting

The Save button won’t enable

Save stays disabled until you change something and every field is valid. Check for a token that’s too short (under 3 characters) or contains a space or punctuation, a canonical string over 64 characters, or the same token on both the allowlist and denylist — the card flags each of these inline.

The overrides only change how keywords are classified as branded vs. category. If a specific keyword is misclassified, add the distinguishing token to the allowlist (to pull it into branded) or the denylist (to push it out). If the whole brand phrase is being missed, set the canonical brand string explicitly rather than relying on the title.