Brand SERP
Brand SERP
coined by Jason Barnard in 2012.
Factual definition
A Brand SERP is the search engine results page (SERP) that appears when searching for an exact brand name, and in the context of AI Assistive Engines, it is the direct response generated from a prompt about that brand (e.g., "who is {BRAND}").
Jason Barnard definition of Brand SERP
Jason Barnard established this term to identify the single most important digital touchpoint for any business: what your audience sees when they ask about you. Historically, prior to 2023, the Brand SERP was primarily understood as the collection of results on a traditional search engine like Google, functioning as a brand's Google Business Card. In the current era of AI Assistive Engines, the concept has evolved. Today, a Brand SERP also encompasses the direct, synthesized answer an engine like ChatGPT, Google AI Mode, or Bing Copilot provides when prompted with a brand name. This AI-generated response functions as a brand's AI Résumé. This combined result - both the traditional SERP and the AI answer - is a direct reflection of a brand's Digital Brand Echo and reveals how these systems understand its narrative and credibility.
How Jason Barnard uses Brand SERP
At Kalicube, the Brand SERP (and by extension the AI Résumé) is the central diagnostic tool and primary Key Performance Indicator (KPI) for The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. By analyzing a client's Brand SERP, Kalicube identifies strengths and weaknesses within their entire digital ecosystem. The process then focuses on optimizing every signal to ensure that both the visual search results and the conversational AI responses present an accurate, positive, and convincing narrative that drives business goals.
Why Jason Barnard perspective on Brand SERP matters
Jeff Bezos famously stated, "Your brand is what other people say about you when you're not in the room". Jason Barnard extends this idea to the digital age, demonstrating that today, your brand is what Google and AI Assistive Engines say about you when you're not in the room. The Brand SERP is the public arena where that conversation happens. In this new paradigm, an AI Assistive Engine literally becomes "the other person in the room," summarizing its opinion about your identity and reputation on demand. Controlling your brand narrative in search and AI is a core tenet of Barnard's Kalicube Process - that control bridges the philosophical concept from Bezos with tangible, technical execution, allowing a brand to proactively shape the definitive narrative that both humans and machines see and repeat.
Posts tagged with Brand SERP
Bing team leads open up about how search works: first up, core algorithms
Published on OnMSFT April 7, 2020 These are citations of Jason Barnard on the article: “The reality of search is that it is more mathematical than it is magical, and...
Jason Barnard (The Brand SERP Guy): My Life Journey Revealed
Jason is The Brand SERP Guy® - the digital marketing consultant who specialises in Brand SPERPs and Knowledge Panels. Barnard had been studying, tracking, and analysing Brand SERPs since 2013....
Global Marketing Day: A Recap
Published on Gritdaily November 24, 2019 (Brian Wallace) The inaugural Global Marketing Day is on the books. More than 56,000 registrants from all over the world, including those at live studios in...
Predictions And SEO Advice for 2020
Published on Stateofdigital January 2020 (Laurence O’Toole) Laurence O’Toole’s article is talking on thoughts of SEO experts on what 2020 might bring and what their SEO strategies are for the...
Essential Expert Tips on Fixing and Avoiding Google Penalties
Published on SEMrush June 2020 (Anton Marchenko) An article published by SEMRush discusses on how SEO experts fix and avoid penalties from Google. Here is Jason Barnard’s contribution to this...
25+ Experts explain how COVID-19 affects SEO and what you need to do?
Published on Miloszkrasinski August 2020 If your business is a brick and mortar establishment, such as a restaurant or retail outlet, you’ll no doubt be panicking about the future of...
How to (and Why You Should) Optimize Your Brand SERP (Webinar Highlights)
Published on Marketmuse January 28, 2021 (Stephen Jeske) Everything you wanted to know about brand SERPs but were afraid to ask. Jason Barnard (The Brand SERP Guy®) sat down with...
What are Brand SERPS?
Published on Woorank March 06, 2020 (Greg Snow-Wasserman) As part of your normal marketing strategy, how many times do you Google your company’s brand name? Once or twice a month?...
Tracking Your Brand SERP
Published on Woorank March 23, 2020 (Greg Snow-Wasserman) If you’ve been following our continuing partnership with Brand SERP expert Jason Barnard, we’ve covered what Brand SERPs are, why your Brand SERP matters...
SMX Munich Speaker Spotlight: Jason Barnard, Brand SERP Expert
Published on Swydo November 6, 2019 (Team Swydo) People use Google to find the solution to a problem, or answer to a question, and the search engine results pages (SERPs)...
Digital Nomad Lifestyle with Jason Barnard
Published on CraigCampbellseo October 9, 2019 (Craig Campbell) C: Welcome to today’s podcast. I am joined by another podcast specialist if you like, Mr. Jason Barnard. Jason, thank you for taking...
brand serps’ tips by jason barnard
published on sitechecker november 17, 2020 (ivan palii) jason barnard is an author, speaker, international digital marketing consultant who specializes in brand serps. he hosts a marketing podcast and invites...
Related Pages:
Your Instruction Manual for Google Knowledge Panels
Your Instruction Manual for Google Knowledge Panels THE simple step by step guide to getting and reliably managing your Knowledge Panel Paperback - April 16, 2025 by Jason Barnard (Author) Unlock the power of Google’s brain and take control of your digital identity Your Instruction Manual for Google Knowledge Panels is your practical, no-nonsense guide to owning...
Kalicube offers for entrepreneurs
Empowering entrepreneurs in the AI era: the Kalicube advantage The contemporary business environment presents entrepreneurs with unprecedented opportunities and challenges, particularly in the realm of establishing and growing their ventures. A critical element of success in this landscape is the effective management of one’s digital brand presence 1. In an era where Google and artificial...
Terms of Use
Intro Jason Barnard (“we”) welcomes you (“you”). These Terms of Use (“Terms”) apply to our website, available following the link jasonbarnard.com (“Website”). Our Privacy Notice describes our collection and use of personal data connected to your access to and use of the Website. By accessing the Website, you confirm that you have read, understood, and...
The Fundamentals of Brand SERPs for Business
The Fundamentals of Brand SERPs for Business by Jason Barnard The Fundamentals of Brand SERPs for Business is a book is THE reference for forward-thinking marketing experts who want to use search to master brand and brand to master search. Jason’s first book: “The Fundamentals of Brand SERPs for Business” Dozens of Amazing Reviews Your...
Books
Jason Barnard’s influential books and author contributions to brand, digital marketing, search and AI bestselling author & thought leader for Digital Brand Intelligence™. In 2022, Jason’s Amazon bestseller The Fundamentals of Brand SERPs for Business changed the game for SEO and digital marketing. In addition to his own work, he has made valuable contributions to...
Speaking
A public speaker with expertise in Brand SERP, Knowledge Panels, and Digital Marketing Jason Barnard is a dynamic and engaging keynote speaker who captivates audiences with his wealth of knowledge and vibrant storytelling. Renowned for his expertise in optimizing brands. for AI Search and Assistive engines, Brand SERPs and Knowledge Panels, Jason has been invited...
About
About Jason Barnard Jason Barnard is a serial entrepreneur, bestselling author, acclaimed keynote speaker, and award-winning innovator. He’s the CEO and founder of Kalicube®, a premium Digital Branding Consultancy in France and the United States. Jason specializes in personal brand intelligence, giving business leaders control over how decision-makers perceive them on Google and AI when...
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,...
Jason Barnard Interviews
When he is invited for an interview, Jason Barnard generally talks about Brand SERPs, Knowledge Panels and digital marketing. However, he also openly talks about his previous careers, private life, and of course his current iteration using the pseudonym The Brand SERP Guy® at Kalicube®. Here is a selection of Jason Barnard’s interviews.Amazing hosts include...
Jason Barnard Videos
A few of my favourite videos from the past 30 years. Including but not limited to: music, singing, double bass, punk, Boowa and Kwala, Brand SERPs, Knowledge Panels, Kalicube® Tuesdays, Kalicube, Bill Slawski, Koray Gübür, Search Engine Journal… The Ace of Spades (Motorhead) performed by THE BARKING DOGS live @ Anger France Jason Barnard, a...
Companies founded by Jason Barnard
COMPANIES FOUNDED BY JASON BARNARD Jason Barnard A Serial Entrepreneur Shaping Industries for Over Three Decades Kalicube® Pioneering Digital Branding in the AI Era Founded in 2015, Kalicube® is a premium Digital Branding Consultancy that empowers entrepreneurs and business leaders to take control of their online presence with AI-driven precision. As CEO and Founder, Jason...
Personal Stuff
Jason Barnard Life Story
Here is a video where Jason Barnard tells you all about his life from early childhood to today. 21st Century Entrepreneurship Interview On the 21st Century Entrepreneurship podcast with Martin Piskoric, I kind of told my life story. The episode won a prize. So we made a video of the 7 identifiable “chunks” using animals...
The Brand Serp Guy
Jason is a digital marketer who specialises in Brand SERP optimisation and knowledge panel management. His company Kalicube® offers a SaaS platform, Kalicube Pro™, to help other marketers to optimise their Brand SERP and manage their knowledge panel.
Alumni of Liverpool John Moores University
I’m an alumni of Liverpool John Moores University. And I always thought it was a fairly insignificant university. That may or may not be true. But the list of alumni is pretty impressive. Here are my favourites… plus me, since this is really just an experiment on Google’s Knowledge Graph. And most of my faves...
About 12 Sing Along Songs… (music for children)
12 Sing Along Songs… Music Album by Boowa and Kwala 12 Sing Along Songs is a music album by the music group Boowa & Kwala. It was recorded in 1998 in Jason Barnard’s home studio. This music album was the starting point for Boowa & Kwala. Recorded in 1998 in Jason Barnard’s home studio, this...
About Mawa
Mawa is a fictional character who appears in the Boowa & Kwala web series and TV series. She is a female blue dog. Her family name is Wawa, and full name is Mawa Wawa. Mawa Wawa is dynamic and sporty. Mawa is Boowa’s mother.She is Siwa’s mother.She is Dawa’s wife. Mawa Wawa is voiced by...
About Dawa
Dawa is a fictional character who appears in the Boowa & Kwala web series and TV series.
Jason Barnard, entrepreneur and writer
Jason Barnard is a digital marketing consultant who specialises in Brand SERPs and knowledge panels – The Brand SERP Guy. Company: He is founder and CEO at Kalicube – a groundbreaking digital marketing agency that pioneered the concept of exact match Brand SERPs (what your audience sees when they google your brand name). Author: Jason is a regular contributor to leading digital marketing publications such as Search Engine Journal and Search Engine Land and regularly guests on others such as Wordlift, SEranking, SEMrush, Search Engine Watch, Searchmetrics and Trustpilot. Speaker: He speaks at major marketing conferences worldwide including BrightonSEO, PubCon, SMX series, ITB Berlin and YoastCon. Podcast host: The conversations are always intelligent, always interesting… and always fun! Guests include Rand Fishkin, Barry Schwartz, Eric Enge, Joost de Valk, Aleyda Solis, Bill Slawski… Over 160 episodes available. Listen here >> Backstory: Jason has over 2 decades of experience in digital marketing, starting in the year Google was incorporated with a site for kids that he built up to become one of the 10,000 most visited sites in the world.
Contact
Need to Contact Jason Barnard? Have a question or want to collaborate? Fill out the form below and get in touch! Why You’re Here (And Why That’s Brilliant) You’ve landed on my contact page. That already tells me something: You’re smart enough to know that the next step in building your brand’s digital presence isn’t...