How is ORM different from standard SEO for brand management?

Brand SEO and ORM share the same technical foundation but answer different questions. Brand SEO asks: how do we rank higher and convert more traffic on the keywords that drive sales. ORM asks: when an investor, journalist, regulator, customer, or candidate searches the brand or executive’s name, what do they actually see, and is it accurate, authoritative, and complete. The ORM question forces work that SEO rarely touches: Wikipedia and Wikidata entity work, source-level remediation of inaccurate articles, Knowledge Panel optimization, AI engine narrative tracking, and the full composition of the branded SERP including news, People Also Ask, and AI Overviews. ORM is measured against the entire results page, not against a keyword position.