Branding
Branding
used extensively by Jason Barnard since 2015.
Factual definition
Branding is the process of creating a distinct, consistent, and positive identity for a person or company that shapes the collective impression left with an audience and defines what is said about them when they are not in the room.
Jason Barnard definition of Branding
Jason Barnard expands the traditional concept of Branding beyond logos and taglines to encompass the entire digital reality of an entity. In the context of The Kalicube Process, Branding is the proactive, holistic management of a brand’s entire Digital Ecosystem - the collection of all online touchpoints, from social profiles to third-party articles. This is not about aesthetics; it is about establishing a clear, consistent, and accurate narrative of *who you are, what you do, and who you serve*. This consistent messaging is the primary way to "educate" AI Assistive Engines like ChatGPT, Bing Copilot, and Google AI. A well-executed Branding strategy ensures that when these systems talk about you, they reflect your intended narrative, building algorithmic trust and directly influencing how you are presented to your target audience.
How Jason Barnard uses Branding
At Kalicube, Branding is the foundational starting point of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We operationalize Branding through our three-phase framework. First, we establish Understandability by ensuring all online assets consistently communicate the core brand message. Next, we build Credibility by corroborating that message with authoritative signals across the web. Finally, we achieve Deliverability by making this credible narrative omnipresent. This systematic approach transforms Branding from an abstract concept into a measurable process that directly shapes a brand's Brand SERP and its representation in AI Assistive Engines, driving client acquisition by building a foundation of trust with both humans and algorithms.
Why Jason Barnard perspective on Branding matters
For years, branding guru Marty Neumeier famously taught that "a brand is not what *you* say it is. It's what *they* say it is." This principle remains the unshakable foundation of brand strategy. However, Jason Barnard's work at Kalicube critically updates this axiom for the digital age by redefining who "they" are. In today's world, "they" are not just your customers, peers, and critics; "they" are also the AI Assistive Engines like Google AI, ChatGPT, and Bing Copilot that are increasingly shaping public perception. These algorithms form their "opinion" of your brand by analyzing your entire Digital Brand Echo - the cumulative effect of your online presence. The Kalicube Process, defined by Barnard, provides the first truly integrated methodology for influencing this new, hybrid audience of humans and machines. It systematically translates your core brand story into a language that algorithms can understand and trust, ensuring that what "they" - both people and AI - say about you is accurate, positive, and aligned with your business goals. In the era of conversational AI funnels, neglecting this algorithmic audience is no longer an option; proactively managing their perception of your Branding is the only way to control your narrative and drive business growth.
Posts tagged with Branding
What Kind of Information Can Be In My Personal Knowledge Panel?
What is a Personal Knowledge Panel A Personal Knowledge Panel is a feature in Google Search that displays information about a specific person by name. It is part of Google’s...
How to Build a Robust Brand Identity Online When You Have a Common Name
Google is the primary information portal in the digital ecosystem. As its algorithms grow smarter, Google regularly updates Knowledge Panels to reflect its understanding of relationships between people and businesses...
Personal Branding: A Guide from Kalicube
What is Personal Branding? Personal branding is how a person markets and presents themself in the world, particularly in professional circles and across digital platforms. Your personal brand defines who...
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...
60 Simple Tips to Improve E.E.A.T for SEO
In this article, you will learn 60 simple tips and strategies you can implement to boost / improve / optimize your E.E.A.T (experience, expertise, authoritativeness, and trustworthiness) in Google’s algorithms....
Knowledge Panel Sprouts on Google: What You Need to Know
In this article you will learn what a Knowledge Panel Sprout is, why they are important, and how you can grow a sprout into a blossoming, information-rich Knowledge Panel on...
Personal Knowledge Panel on Google: What You Need To Know
As a professional, it is important to have a strong online presence and maintain control over the information that is publicly available about you. One way to achieve this is...
Knowledge Panels: The Benefits You Need To Know
What are the benefits of a Knowledge Panel? A Google Knowledge Panel is a search results feature that provides a concise summary of information about an Entity such as a...
Engine, Bot, and Algorithm: What you need to Know
What is the difference between “Search Engine,” “Bot,” and “Algorithm”? “Search Engine,” “Bots,” and “Algorithm” are often used interchangeably, but they have specific definitions and applications in search engines and...
How Kalicube Hit the Brand SERP Tipping Point and Why it Matters
What You Will Learn What is the Brand SERP Tipping Point and Why Is It Important? You know when you have reached Brand SERP Tipping Point: adding information to your...
The Perfect On-SERP SEO Strategy: A Holistic Guide
In this article you will learn what On-SERP SEO is, how it works and how you can easily build the perfect On-SERP SEO strategy for your company. What is On-SERP...
How to Build a Future-Proof Digital Search Strategy
The future of online search and indeed digital marketing is unknown. In a few short years we have gone from search engines to answer engine and assistive engines. Today with...
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Jason Barnard - award-winning entrepreneur, innovator, author and keynote speaker.
Jason Barnard World Authority on Digital Brand Intelligence™ Having experienced the impact of algorithmic misrepresentation firsthand, Jason believes everyone deserves control over their digital presence. Kalicube serves business leaders with premium bespoke consulting for their personal brands, while ensuring the foundational strategies for do-it-yourself brand control are freely available. What industry leaders say about my...
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Jason Barnard: An Award-Winning Tech Innovator
Jason Barnard: awards >> A Groundbreaker in Edutainment: The Impact of Jason Barnard Jason Barnard’s creative genius first gained global recognition through UpToTen.com, a groundbreaking edutainment platform he built from the ground up. The website, featuring over 1,000 educational games, songs, and activities for children under ten, earned two prestigious Davey Awards from the Academy...
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...
About
About Jason Barnard Jason Barnard is an award winning entrepreneur, author, keynote speaker, and 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 million-dollar decisions...
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...
About UpToTen Ltd
UpToTen: A Pioneering Success in Digital Edutainment by Jason Barnard UpToTen Ltd is a production company founded by Jason Barnard in 2000 in Mauritius. The company specialises in TV, web, music for children and has been building prize-winning early-learning games and activities for over 20 years. UpToTen was founded by Jason Barnard in 2000 in...
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 - award-winning entrepreneur, innovator, author and keynote speaker.
Jason Barnard World Authority on Digital Brand Intelligence™ Having experienced the impact of algorithmic misrepresentation firsthand, Jason believes everyone deserves control over their digital presence. Kalicube serves business leaders with premium bespoke consulting for their personal brands, while ensuring the foundational strategies for do-it-yourself brand control are freely available. What industry leaders say about my...
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’s Professions
Jason Barnard is a serial entrepreneur Jason Barnard is an established serial entrepreneur and business leader with over 66 years cumulative experience building and expanding businesses. Founder & CEO of Kalicube® (2015-Present) As the Founder and CEO of Kalicube, he is at the forefront of Search and AI-driven brand optimisation, assisting businesses to manage their...
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...
Boowa & Kwala (fictional universe)
Boowa & Kwala: A Beloved Fictional Universe Boowa & Kwala is a whimsical world created by Véronique and Jason Barnard in 1998. The universe centers on two lovable characters: Boowa, a big-hearted blue dog, and Kwala, a curious yellow koala. Together, they guide children through life’s little adventures with kindness and warmth. where it all...