Brand Positioning
Brand Positioning
used extensively by Jason Barnard since 2015.
Description
Factual Definition of Brand Positioning
Brand Positioning is the strategic process of creating a distinct and desirable identity for a brand in the minds of its target audience and, critically, in the "minds" of the algorithms that power AI Assistive Engines.
The Brand Positioning definition
Jason Barnard applies the principles of Brand Positioning to the new reality of digital ecosystems, where a brand's narrative is defined by how algorithms perceive it. Traditionally, positioning was about occupying a specific niche in a consumer's mind. Today, that mental space is heavily influenced by what systems like Google AI Overviews, Bing Copilot, and ChatGPT present. Within The Kalicube Process, Brand Positioning is the intentional act of shaping a brand's Digital Brand Echo (the cumulative "ripple effect" of its online presence). This is crucial during a career pivot or rebranding, ensuring that the signals sent to algorithms accurately reflect the new professional identity, such as moving from "CEO" to "Investor."
How Jason Barnard uses Brand Positioning definition
At Kalicube, Brand Positioning is a structured, time-bound project within The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. For clients navigating a career pivot, Kalicube implements a six-month repositioning campaign. The process begins in the Understandability phase with a full audit to align the digital footprint with the new goals. It then moves to the Credibility phase, where we systematically build corroborative proof for the new position across the web. This proactive management allows Kalicube to "educate" Google and other AI Assistive Engines with incredible speed, as demonstrated when client Jonathan Cronstedt achieved a Knowledge Panel with his new "Investor" subtitle in just two months. This strategic repositioning ensures our clients are accurately represented to their new target audience, directly supporting their evolving business objectives.
Why Brand Positioning matters to digital marketers
In their seminal work, "Positioning: The Battle for Your Mind," Al Ries and Jack Trout taught marketers that the goal is to occupy a specific, valuable piece of real estate in the consumer's mind. It's a battle for perception fought in a psychological landscape. Jason Barnard brings this battle into the 21st century, demonstrating that the consumer's mind is now a territory conquered via the algorithmic "mind" of Google and other AI Assistive Engines. The perception Ries and Trout spoke of is now initially shaped not by a TV ad, but by the summary in a Google AI Overview or a response from ChatGPT. This is where Brand Positioning becomes the essential bridge between classic strategy and modern execution. The Kalicube Process, defined by Barnard, provides the technical playbook to translate the strategic intent of Ries and Trout into the language of algorithms. It ensures that the story you want to tell is understood, validated, and then retold by the AI systems that have become the gatekeepers to your audience, effectively winning the "battle for the mind" on the new digital front.
Posts tagged with Brand Positioning
How does the geo-location affect the visibility of my Knowledge Panel?
Geo-location in the context of Knowledge Panels refers to the location, such as a country, city or town, where a user makes a Google search. A user’s geo-location affects the...
KPIs in Brand SERP: Everything You Need To Know
What are Key Performance Indicators in Brand SERP Optimization? Key Performance Indicators (KPIs) in the context of Brand SERP optimization help quantify the success of your marketing, brand positioning and...
How Your Brand Can Win the New AI Search Game, with Jason Barnard
Times of transition are times of opportunity and as search marketing and SEO scramble to adapt t generative AI powered search results and conversational search, small brand have more opportunity...
How Your Brand Can Win the New AI Search Game, with Jason Barnard
Times of transition are times of opportunity and as search marketing and SEO scramble to adapt t generative AI powered search results and conversational search, small brand have more opportunity to...
Brand SERP Guy: Google Defines Your Online Presence & Strategies to Rank Your Website #1 on Google
Welcome to Podcast Gurus! Our guest today is Jason Barnard the CEO of Kalicube, and Podcast Host of Branded Search (and Beyond) Podcast. Jason is also a writer and a...
Brand SERP Guy: The Secrets to Dominating Google Rankings & SEO Mistakes to Avoid
Our guest today is Jason Barnard the CEO of Kalicube, and Podcast Host of Branded Search (and Beyond) Podcast. Jason is also a writer and a digital marketer known as...
Related Pages:
Kalicube SAS
Kalicube: The World Leader in Digital Brand Engineering Because When Machines Make Decisions About You, You Need to Take Control Kalicube Gives You Control Over Your Digital Narrative Kalicube® is a premium Digital Branding Consultancy for entrepreneurs in the AI era founded in 2015 by Jason Barnard. Leveraging 3 billion data points, Kalicube gives entrepreneurs...
Jason Barnard’s Entrepreneurial Journey: A Cornerstone of Success
Jason Barnard, entrepreneur, author, keynote speaker and CEO of Kalicube has carved a unique path in the entrepreneurial world. His journey from a musician to a digital marketing expert and now a recognized entrepreneur tells a compelling story of adaptability and strategic repositioning. This article explores Jason’s entrepreneurial ventures, his strategic shift in personal branding,...