SearchGPT and the Branding Challenge

This week, I was pretty surprised like many of you with the news that OpenAI are going into Search with the aptly named ‘SearchGPT’. While still in beta, this new app will allow users to get quick, conversational answers with clear source attributions, setting itself apart from traditional search engines.

However, there's an interesting challenge ahead for OpenAI: breaking into a market dominated by a giant like Google, perhaps the world's most well known brand.

For many of us, "Googling" has become synonymous with searching for information—it's not just a service; it's a verb we use in everyday language.

This shows the incredible strength of Google's brand, which has been built up over decades of consistent service and innovation.

Creating a new habit or changing an established one, especially one as ingrained as using Google, is no small feat.

Google's brand isn't just about the search engine; it's about trust, reliability, and a familiar user experience that people have come to rely on.

Replacing that with a new player like SearchGPT will require more than just technical innovation—it will need a compelling reason for users to make the switch.

For OpenAI, the challenge lies not only in delivering a superior product but also in building a brand that resonates with users on a deep level.

Branding is something companies think is a name, logo, guidelines etc but in reality, it's about making people give a damn.

Too many companies don't stand for anything at all. If you're in branding or have some kind of input your company's brand, think critically about really matters

Otherwise you're just another logo in a sea of sameness.