BrandWell vs Frase: Which AI Writer Gets You Better Results?

If you’re a marketer or agency trying to pick the right AI writing tool, you’ve probably come across both BrandWell and Frase. These names are among the OGs of long-form article generation. They each promise to save time, boost SEO, and crank out high-quality content.

I’ve spent considerable time with both AI tools, and this comparison aims to clarify their strengths and weaknesses. Whether you’re building out a content strategy for clients or just trying to stay sane while juggling multiple projects, this post breaks down how these two platforms stack up.

Let’s get into it.

Table Of Contents:

• BrandWell: The AI-Powered Branding Assistant
• Frase: The SEO-Focused Article Writer
• Use Cases: When to Choose BrandWell or Frase
• BrandWell vs Frase: Head-to-Head Comparison
• Final Thoughts

BrandWell: The AI-Powered Branding Assistant

BrandWell positions itself as more than a simple AI writer. Its core objective is to help businesses produce consistently on-brand content across various platforms.

For businesses struggling with brand dilution or looking to scale their branded content efforts, BrandWell offers a compelling solution. It’s built to help teams create content that resonates with a particular target audience by maintaining a specific voice and style. This approach to AI writing can significantly save time (and get real results) in the long run.

Strengths of BrandWell

BrandWell boasts several strengths that make it an attractive option for businesses focused on brand integrity.

1. Deep SEO Optimization

Before BrandWell pivoted to brand-centric content, it was already recognized for its rock-solid SEO expertise, and those roots remain at the core. If search traffic matters to you (and let’s be honest, it does), BrandWell has your back with:

• Keyword & Topic Research that goes way beyond volume. You’ll get density scores, CPC insights, and topic clustering to help shape your content structure.
• Real-Time Topic Reports that analyze the top 50 ranking pages for any keyword and region, helping you build data-driven content briefs that don’t just read well but rank well.
• Optimization Audits to scan your live content and show exactly where to improve.
• Knowledge Graphing to map out your existing content, spot internal linking opportunities, and strengthen your site’s topical authority.
• AI Detection & Plagiarism Checks to ensure your content remains authentic, original, and algorithm-friendly.

2. Brand Voice Consistency

One of the standout features of BrandWell is its ability to learn your brand voice (or your clients’, if you’re an agency working with multiple businesses). It analyzes your existing content and builds a brand profile so that every blog post the AI creates will reflect that tone, language, and style, and stay consistent across the board.

3. Multi-Channel Content Support

BrandWell isn’t locked into one format. It’s great for writing blogs, social media posts, email campaigns, landing pages — you name it. You can plan an entire campaign, from thought leadership posts to product promos, without bouncing between five different tools. It’s a huge plus for marketers trying to keep their messaging tight across channels.

4. All-in-One Platform = Less Chaos

BrandWell brings everything into one unified workspace. Instead of juggling separate tools for SEO research, content briefs, long-form and short-form writing, plagiarism checks, and brand guidelines, you get it all in one clean interface. That means fewer tabs, fewer logins, and a whole lot more focus.

Weaknesses of BrandWell

Despite its advantages, BrandWell also has some limitations to consider.

1. Slightly steeper learning curve

With all that power comes a bit of complexity. It may take new users a little time to get familiar with BrandWell’s features, such as RankWell (the long-form AI writer), WriteWell (the generative AI assistant), Content Intelligence, and TrafficID (the website visitor identification tool).

2. May be overkill for solo bloggers

If you’re running a small blog or doing basic SEO, BrandWell’s feature set might feel like using a rocket launcher to kill a fly. It’s best suited for marketers, agencies, and enterprises that really care about performance.

3. Premium pricing

BrandWell’s comprehensive feature set comes with a higher price tag compared to a simple AI writer like Frase. Paid plans start at $249 a month, which may be too big of an investment for smaller businesses or individual content creators. Potential users need to weigh the cost against the benefits of its branding capabilities.

Frase: The SEO-Focused Article Writer

Frase is a fast, user-friendly AI writing tool designed to help marketers create and optimize content quickly. It’s especially strong at generating outlines, drafts, and SEO-friendly blog posts with minimal effort, making it ideal for small teams and freelancers.

Strengths of Frase

Let’s take a look at what Frase brings to the table for content marketers and SEO-focused teams.

1. Fast, AI-Driven Content Creation

Frase is built for speed. Whether you need an outline, a blog intro, or a full-length article, Frase’s AI writer can whip something up in minutes. It’s especially handy when you’re staring down a deadline or need to crank out lots of content quickly. The AI does a decent job out of the box, just enough to get you 70-80% of the way there.

2. User-Friendly and Intuitive

One of Frase’s biggest wins is how easy it is to use. You don’t need to be an SEO wizard to use it effectively. Just pop in a keyword, and you’ll get a clean dashboard with SERP insights, suggested headings, and content ideas. It’s a great entry point for newer marketers or content creators who want SEO help without feeling overwhelmed.

3. Solid Content Optimization Features

Frase does a respectable job with on-page SEO. It offers a content score that evaluates how well your draft aligns with top-ranking pages. Plus, it gives suggestions for improving keyword usage, readability, and topical coverage. While it’s not as in-depth as BrandWell, it’s often enough for most small-to-mid-sized content projects.

4. Built-In Answer Engine for Customer-Facing Content

Here’s something unique: Frase includes an Answer Engine that lets you turn your content into a searchable Q&A experience on your site. Think of it as a smarter FAQ tool. It pulls relevant answers from your content and serves them up in real time to users, helping with engagement, retention, and even lead gen. If you manage a blog, help center, or resource hub, this feature adds real value.

5. Affordable and Accessible for Small Teams

If you’re a freelancer or part of a small content team, Frase is super budget-friendly. Its lower pricing tiers make it easy to get started with AI content without committing to a heavyweight tool.

Weaknesses of Frase

Frase also presents certain challenges that users should be aware of before committing.

1. Surface-Level SEO Insights

Frase gives you the basics like content scores, keyword suggestions, and SERP overviews, but if you’re looking for advanced SEO metrics like search intent mapping, internal link opportunities, or knowledge graphing, you’ll hit a ceiling pretty quickly. It’s great for lightweight optimization, but not built for deep SEO strategies.

2. Generic AI Output Without Heavy Editing

The AI writer is fast, but often too fast. The initial drafts can feel robotic or generic, especially if you’re aiming for a specific brand tone or audience nuance. You’ll likely need to spend a decent amount of time editing and polishing before it’s ready to publish, so while it’s “quick,” it’s not quite plug-and-play.

3. Limited Brand Customization

While Frase allows you to create a new brand voice, it doesn’t offer robust brand voice training or tone controls. It doesn’t learn from your past content or style guides, so it starts every piece from scratch. If brand consistency is a top priority, especially across multiple channels, this can be a dealbreaker.

Use Cases: When to Choose BrandWell or Frase

Not every tool fits every job. Here’s how to know which one works best for your specific content needs.

Choose BrandWell if:

• You’re building a content moat for SEO. BrandWell shines when you’re targeting competitive keywords and need to build out a comprehensive, search-optimized content strategy. From keyword clustering to internal linking and optimization audits, it’s built for long-term performance.
• Your brand voice matters a lot. If tone, style, and messaging consistency are mission-critical (especially across channels), BrandWell’s ability to learn your brand voice and apply it automatically is a huge advantage. Every piece of communication, from website copy to social media updates, will sound distinctly like your brand, which is vital for building strong brand recognition and trust.
• You need all-in-one content intelligence. Instead of hopping between tools, BrandWell gives you keyword research, topic briefs, SEO optimization, AI detection, and content analysis in one place. Perfect for agencies or in-house teams that want a smarter stack.

Choose Frase if:

• You need to write fast. Tight on time? Frase can quickly generate blog outlines, intros, or even full drafts. Great for turning around a high volume of content with minimal input.
• You’re a freelancer or solo marketer. Frase is lightweight and easy to use. No complicated onboarding or setup. You’ll get solid optimization suggestions without needing deep SEO knowledge.
• You want to boost site engagement with a Q&A feature. The Answer Engine makes Frase a great fit for sites with knowledge bases, product content, or help articles — anywhere visitors ask a lot of questions.
• You’re looking for a budget-friendly option. For smaller teams or those just getting started with AI content tools, Frase delivers solid value without the higher price tag of more advanced platforms like BrandWell.

BrandWell vs Frase: Head-to-Head Comparison

To provide a clearer picture of how these AI tools perform, let me show you some specific, real-world scenarios.

Getting Started

To get started with BrandWell, first you’ll need to sign up for an account. There’s a 7-day free trial, so you can explore its tools without commitment.

Once you’re in, you’ll want to create a project for each client or website you’re managing. This is where you’ll define key settings like your project context, target audience, tone of voice, preferred language, and even country-specific SEO nuances.

Next up is the brand profile. Just upload a few writing samples, and BrandWell will learn your style to keep everything you publish on-brand.

Finally, hook up your integrations (Google Search Console, WordPress, Shopify) to sync data and publish content directly from the platform.

While BrandWell’s setup might feel a bit more involved upfront, that extra time pays off big in the long run. By customizing each project, you’re basically teaching the AI how to think like your brand (or your client). The brand profile step is especially powerful because it helps BrandWell generate content that sounds like you, not like a generic AI voice. And once your integrations are in place, everything from keyword data to publishing is streamlined in one place.

So yeah, it’s a bit of a commitment at the beginning, but what you get is smarter, more personalized content that requires way less editing and a content workflow that makes your life easier.

Now, in contrast, getting started with Frase is super quick. You just sign up using your Gmail or business email, then answer three simple onboarding questions: your work setup (self-employed, agency, or in-house team), how many people will be using the tool, and which keyword research platform you rely on.

And that’s it. You’re in. Compared to BrandWell’s more detailed setup, Frase gets you up and running fast, which is great if you want to jump straight into writing and optimizing content without a big time investment upfront. It’s perfect for solo marketers or small teams who value speed and simplicity over deep customization.

Creating a Blog Post

Once you get the initial setup out of the way, writing a long-form blog post with BrandWell is easy.

Just input a keyword and go. That’s it. All it takes is two steps.

You can also enter the URL of your YouTube video, podcast episode, your competitor’s blog post, or even a digital file, and BrandWell will turn that content into a long-form article.

BrandWell’s output is almost publish-ready. It’s well-structured with a title, meta description, introduction that hooks the reader, H2-H5 headers (and bullet points) that allow the heavy text to breathe, and a conclusion with a custom CTA that wraps it all up.

You can customize your project settings to have the AI automatically generate key takeaways, FAQs, clicks-to-tweet, a table of contents, call to actions, and internal and external links within your blog post.

Since I already created a brand profile when I set up my BrandWell account, every blog post that the AI wrote maintained my brand’s specific voice and content style, which helped save a lot of editing time.

BrandWell’s long-form writer is purposely built for generating informative posts that cover a topic thoroughly. If you’re looking for an AI tool that can write 3,000+ words in less than 5 minutes, this is it.

Frase, on the other hand, took way longer to get the ball rolling. First, type in your keyword and select your country and language.

Frase will begin the Research phase and analyze the top Google SERPs related to your topic.

After around 3-5 minutes, Frase will provide you with an overview of key headings, topics, and insights mentioned by your competitors alongside the content editor, where you can begin working on your document.

Click the Outline tab to start building your blog outline. You can do this manually by choosing headings from the SERP research or pasting your own headings.

For this particular test, I chose to generate headings with AI.

Here you can add/remove headings, change their order, and add further instructions. Click “Generate article” when you’re done with your modifications.

The next step involves choosing a headline. Again, you can write your own or ask Frase to generate a few suggestions for you.

After selecting a headline, Frase will provide you with a list of semantically relevant topics for optimizing your article. You can choose as many as you want.

And then we’re back to the outline phase 😥🤦‍♂️

Here, Frase will really dig into each header and provide subtopics to cover in your content brief. You can choose to run with the AI-generated instructions or delete the ones you don’t like.

The second-to-last step is selecting a tone of voice. You can choose from default options like concise and readable, neutral, casual, convincing, assertive, candid, or informative. Or you can create your custom brand voice by uploading samples of your work or describing your tone of voice manually.

Finally, we’ve reached the last step of the blog creation process: Review.

Frase, again, presents your blog outline for checking. After giving it a final read-through, click Submit to generate your article.

If you do not have any credits yet, you must first pay for your article so you can view and edit it.

Creating a blog post with Frase is a hands-on, 6-step journey. But if you like having a bit more control over the process, you’ll probably enjoy it. Compared to BrandWell’s quick 2-step blog creation process (where you drop in a keyword and get a full draft), it’s definitely more manual. But for those who like to be in the driver’s seat, Frase gives you plenty of ways to fine-tune your content before it hits the page.

Generating Short-Form Content

You can access BrandWell’s short-form content writer in two ways: click AIMEE Chat on the left sidebar or click AIMEE Chat on the SEO toolkit.

AIMEE works just like ChatGPT: describe in your prompt the type of content you want to write (script, stories, emails), mention the platform where you want to publish, and add specifics like tone of voice, target audience, or word count.

Here’s an ad copy I asked AIMEE to write for my client’s Facebook page:

If you have a specific use case in mind, click the AI Agents button to access 30+ specialized AI writers that can help you with your task.

This multi-channel support allowed me to quickly generate on-brand posts specifically adapted for different platforms like Twitter, LinkedIn, Reddit, and Facebook. The AI demonstrated a good understanding of the nuances required for each social media channel, leading to more effective engagement. This capability is a significant advantage for active social media marketing teams.

Frase was not primarily designed for direct short-form content generation, but it does have an AI Tool panel that helps users create product descriptions, blog titles, how-to lists, ad copy, and social media posts.

On the AI Tool interface, you can:

1. Use pre-built tools like blog intro generators, meta-description creators, and list generators.
2. Browse community-created tools.
3. Build your own AI tool tailored to your needs, e.g., an FAQ tool that always outputs five Q&A pairs.

Here are a few meta descriptions written by Frase:

While these tools could come in handy when you need a short post quickly, content creation for multiple formats is not Frase’s forte. Its strength lies more in long-form content optimization than in crafting short, punchy social media updates or email cadences. It lacks the specific AI agents for diverse platforms that BrandWell offers.

SEO

When you add a new project to BrandWell, it immediately runs a website audit to analyze all of your existing content. Then it will provide you with a report on which articles are fully optimized and which need a refresh or rewrite.

If you connect your Google Search Console account to BrandWell, you’ll also see your metrics in the box below these suggestions.

For new content, each BrandWell draft comes rank-ready. Look at this SEO score straight out of AI:

On the right column of the editor view is a full suite of SEO tools. Let’s break down the buttons on this panel:

Link Analyzer: See exactly how many links you’ve got in your article (internal, external, or missing altogether) so you can spot opportunities to beef up your link game.

Smart Content Briefs: Want to rewrite an underperforming post without tanking your SEO? BrandWell lets you do that with smart briefs that retain your rankings while refreshing the content.

Ranking Content: Pull intel straight from Google’s top 50 results to see what kind of info your post might be missing — great for adding depth and beating the competition.

SEO Keywords & Entities: Get a list of high-impact keywords and related entities you should be using to give your content an edge in the rankings.

SEO NLP Score: BrandWell scans your content and compares it to top-ranking pages so you can see if you’re hitting the right terms (and where you’re falling flat).

Optimization Audit: Run a full content scan and get actionable tips on how to make your post more helpful, trustworthy, and EEAT-friendly.

Plagiarism Check: Quickly scan your post to make sure it’s 100% original and not accidentally echoing someone else’s content.

AI Content Detector: Want to make sure your post sounds human? Run it through BrandWell’s AI detector to flag anything that feels too robotic.

SEO Checklist: Get a no-fluff checklist with easy-to-follow tips to push your SEO score even higher.

Media Assistant: Need visuals? Choose from hundreds of stock images relevant to your keyword, or upload your own to make the post pop.

Publish: When you’re done, you can save your content straight to Google Docs, Word, or HTML, or even print it if you’re feeling old school.

Frase doesn’t offer the same depth of SEO-focused optimization tools as BrandWell. But it did quickly analyze my blog posts and provided actionable suggestions for SEO improvements. It highlighted missing keywords, identified opportunities to expand on certain topics for better user intent alignment, and suggested ways to improve content readability.

Here’s an example of what you can expect from Frase’s Optimize tool:

Integrations

When choosing between BrandWell and Frase, it’s important to evaluate how each AI tool will fit into your current workflow and integrate with other software your team uses. Smooth integration can significantly impact productivity and adoption. Consider the user experience with these essential features.

BrandWell offers integrations with several popular productivity and marketing tools, such as WordPress, Shopify, Microsoft Word, and Google Docs. This facilitates easier incorporation into your team’s existing content creation and project management processes.

Frase integrates well with content management systems like WordPress, simplifying the process of publishing optimized content. It also offers a convenient Chrome extension, providing easy access to its research and optimization tools while browsing the web or working in other applications. This enhances the user experience by making its features readily available during the research phase.

Pricing

Cost is often a significant factor when selecting any new software, including AI writing tools. The pricing plans for BrandWell and Frase reflect their different feature sets and target audiences. It’s important to compare not just the price but the overall value each marketing platform offers for its cost.

BrandWell offers two paid plans tailored to various content creation needs, from individual marketers to large agencies.

The Essentials plan is ideal for solo marketers or small teams aiming to produce high-quality, SEO-friendly content, while the Agency plan is designed for agencies managing multiple clients, offering enhanced collaboration and branding capabilities.

There is also a Custom plan for enterprises with specific needs. Contact the BrandWell sales team to discuss bulk pricing discounts, API access, and tailored solutions.

BrandWell’s premium pricing reflects its comprehensive branding features and personalized AI training. The investment can be justified by its all-in-one approach to content creation and brand management, potentially reducing the need for multiple separate tools. However, for smaller businesses or those without a strong emphasis on AI-driven brand voice consistency, the cost might be a barrier. Sign up for BrandWell’s 7-day free trial to find out if it fits your business needs.

Unlike BrandWell’s fixed subscription fee, Frase offers two types of pricing structures.

Pay-As-You-Go bundles are ideal for those needing occasional content without a subscription.

These bundles allow you to generate complete, SEO-optimized articles without committing to a monthly plan.

For regular content creators, Frase offers three Subscription plans:

Frase’s pricing structure caters to both occasional users and high-volume content producers, providing flexibility based on your content creation needs.

Customer Support

The quality of customer support and the availability of a user community can greatly influence your experience with an AI tool. Good support can help you overcome learning curves and resolve issues quickly. An active community can provide valuable insights and real-time feedback.

BrandWell typically offers personalized support, which can include dedicated onboarding sessions to help new users set up their brand voice and learn the platform. They also provide a knowledge base with documentation and offer email support for ongoing queries. This hands-on approach is beneficial for teams looking to deeply integrate the tool into their branding efforts.

The community around BrandWell is generally smaller but growing, with some user forums and groups available. While direct peer-to-peer support might be less extensive than larger platforms, the company’s focused support can be very effective for its user base needing help with its AI writing assistant.

Frase provides extensive support resources, including comprehensive documentation, video tutorials, and responsive email support. These materials are helpful for users to learn how to utilize its multiple tools for content research, writing, and optimization.

Having been in the AI content generation business longer, Frase has a larger and more active user community. This can be a significant advantage for getting tips, sharing strategies, and troubleshooting common challenges with other users. Access to a vibrant community can accelerate learning and help users discover new ways to leverage the AI tool for better content quality and SEO performance.

Final Thoughts

At the end of the day, choosing between BrandWell vs Frase all comes down to what kind of content marketer you are.

If you’re focused on long-term SEO wins, brand consistency, and team collaboration, BrandWell is like having a strategist, editor, and SEO pro rolled into one sleek platform. From multi-channel content creation to smart optimization features and even integrations with tools like Google Search Console and WordPress, it’s designed to streamline serious content operations with very little friction.

Frase, on the other hand, gives you a bit more manual control. It shines when it comes to SERP analysis, outline customization, and semantic optimization. If you enjoy tweaking each element of your content before publishing, Frase makes that possible. But for all its strengths, it’s worth pointing out that in 2025, Frase still doesn’t offer an AI chatbot, which is practically standard nowadays. That’s a noticeable gap, especially for teams looking to scale ideation and support without jumping between platforms.

So, if you want speed, simplicity, and AI that works with your brand, BrandWell is probably your best bet. If you love research and hands-on editing, Frase is still a solid contender.

Both tools bring value — it just depends on whether you’re building a brand or just trying to beat the deadline.