How to set up Brand identity in Pack Leader

Updated October 29, 2026

Short answer: Brand identity is where you save your business, the services customers search and your competitors. Every tool in the workspace uses what is saved there: audits, the local grid, reviews, pages and posts. Open Brand identity, fill in your business (or click ✦ Fill in from website), add up to 5 keywords and up to 5 competitors, then click Save identity. Saving uses 0 credits.

Your Brand identity is set up the first time you run a gap audit. Change it whenever your services or competitors change.

The business

Brand identity for a sample business.

Pack Leader finds your Google profile from the Maps link first, then the name, then the website. Once found, you see a Found on Maps label with your category, rating, reviews and address.

Service area businesses: if your Google profile has no public address, Pack Leader centers grids and competitors on your city. Google ranks these businesses mostly where they serve customers, so pick the city you most want to win.

Fill in from website

Only have a website? Enter it and click ✦ Fill in from website. Pack Leader reads your homepage and contact page, finds your Google profile, suggests up to 5 services and picks 5 competitors. It takes about 30 seconds and uses 0 credits.

It only fills the form. Check everything, then click Save identity. If it can't find your Google profile, paste the Share link in the Google Maps field.

Services and keywords

Add up to 5 services, the words customers type into Google, for example "roof repair". Each needs 3 to 60 characters.

• The first 3 are used for gap audits, the category check and the money map.
• The first one is the default keyword for the local grid.
• All of them are used for AI visibility questions and in your review replies.

Leave them empty and Pack Leader uses your Google category.

Competitors

Up to 5. Add one by name, website or Google Maps link, then click Add. Each card shows the rating, reviews and website, with a Manual, Auto or New label, and a Remove button.

With Fill empty slots automatically on (the default), Pack Leader fills empty slots when you save. It searches Google Maps for your first 3 keywords in your city and picks the businesses that rank highest across them. Your competitors stay fixed until you change them here.

If a name can't be matched, Pack Leader tells you after saving which ones were not found on Maps. Try their Maps link instead.

Save

Click Save identity. You see Identity saved. Every tool now uses it.

• Saving does not run an audit. Click Run a new audit to see the effect.
• The next time a gap audit report opens, Pack Leader runs a new 5×5 grid on your first keyword (10 credits), because the old grids were made with the old identity. See how credits work.
• Audits never change your Brand identity. They only refresh numbers like rating, reviews and photos.
• If the business you enter already has its own workspace, Pack Leader tells you to switch to it from the sidebar instead.

To set up another business, see managing multiple businesses.