The initial analysis revealed that signals for the algorithms were scattered. Despite the large scale of the initiative and the involvement of well-known individuals, information online lacked the structural foundations that would allow LLM models to fully understand the connections between the company and its charitable activities. There was a lack of a coherent descriptive language that would link the mission of the supported foundations with Hörmann's engagement, making it difficult for AI systems to generate precise recommendations.
Hörmann
Hörmann – “Leap into Life”. Building Authority for a Charitable Initiative in LLM Responses
Impact at a Glance
175%
year-on-year visibility increase
+25
texts about the initiative
360 527 zł
funds raised during both editions
Business Goal
Hörmann is running the charitable initiative “Leap into Life”, supporting youth from foster care. In light of changes in the way information is searched (AI Overviews, ChatGPT), the project's goal was to ensure the company has a lasting presence in generative responses. The aim was for AI models to clearly identify Hörmann's actions as a reliable source of knowledge and concrete support when queries related to helping children or fostering youth independence were made.
Starting Point
Implementation Pillars
01
01. Semantic Expansion of the Website skokdozycia.pl
We implemented content designed for specific intentions and meanings, rather than for keywords. The website was expanded with materials that precisely define concepts such as independence, foster care, or support for transitioning to adulthood. As a result, the site became a knowledge base from which AI models draw definitions and facts, automatically assigning Hörmann the role of the main organizer and expert in this area.
02
02. LLM Monitoring and Communication Guidelines
We established continuous monitoring of how popular models (including ChatGPT) describe the “Leap into Life” initiative. Based on this, we developed guidelines for internal and external communication. This allowed for the unification of the message coming from the company, Ambassadors, and volunteers. Consequently, AI systems stopped receiving conflicting signals and began to perceive a coherent context of the company's collaboration with Ambassadors such as Adam Małysz and Magdalena Różczka.
03
03. External Signals and Context Validation
We ensured semantic consistency across three ecosystems: on the official initiative website, in communications sent to business partners (distributors), and in external media. We made sure that descriptions of the initiative at partner sites echoed the same meanings and contexts as on the main page. For language models, this serves as proof of the authenticity and high standing of the company's actions, which translates into more frequent mentions of “Leap into Life” in responses to questions about charitable initiatives in Poland.
Results
Conclusions
This case demonstrates that in the age of AI, a company must primarily be understandable to algorithms. The “Leap into Life” initiative has become a coherent informational structure. Thanks to Brand Semantics, Hörmann has effectively embedded its charitable initiative in the memory of language models, ensuring its visibility wherever users seek answers using artificial intelligence.
Client Testimonial
Working with Brand Semantics has allowed us to organise our brand communication during the rapid changes in SEO and AI-based search. The team not only understands how brand visibility works today in the Google ecosystems and language models, but they can also translate this knowledge into specific, measurable actions. They are a partner that combines strategic thinking with a real understanding of business.
