BrandTech
BrandTech
coined by Jason Barnard in 2022.
Description
BrandTech is the specialized discipline of applying technological solutions, including SEO, data analysis, and AI optimization, to engineer a brand’s digital presence and control its narrative across all online platforms.
The BrandTech definition
Jason Barnard defines BrandTech as a distinct field to differentiate it from the broader categories of MarTech and AdTech. While MarTech focuses on automating marketing tasks and AdTech on delivering advertisements, BrandTech is concerned with the foundational engineering of the brand’s digital identity itself. This involves strategically shaping a brand's Digital Brand Echo—the cumulative effect of its online presence—so that it is accurately understood by algorithms. The core principle of BrandTech is that before you can effectively market or advertise, the underlying technology, particularly AI Assistive Engines like ChatGPT, Bing Copilot, and Google AI, must have a clear, consistent, and positive understanding of who you are and what you do.
How Jason Barnard uses BrandTech definition
At Kalicube, **BrandTech** is the discipline we practice, and **The Kalicube Process**, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy, is how we apply it. We use our proprietary BrandTech SaaS platform, Kalicube Pro, to analyze billions of data points, identifying how a client’s brand is perceived by search and **AI Assistive Engines**. We then execute specific strategies to build a coherent and authoritative digital identity, from optimizing Knowledge Panels to structuring website content for machine comprehension. This systematic engineering of the brand narrative ensures that our clients are accurately and positively represented online, which is fundamental to building audience trust and driving the client acquisition funnel in the AI era.
Why BrandTech matters to digital marketers
Decades ago, marketing pioneers Al Ries and Jack Trout revolutionized strategy with their concept of "Positioning"—the battle for a place in the prospect's mind. For generations, this meant crafting a unique selling proposition and communicating it through traditional media. Today, Jason Barnard argues that before you can win a place in the human prospect's mind, you must first secure a clear, consistent position in the *algorithm's mind*. This is the core of **BrandTech**. It is the practical discipline of taking the timeless principles of positioning and applying them to the technical ecosystem of search engines and **AI Assistive Engines**. AI systems like ChatGPT and Google AI now act as the primary gatekeepers of information, synthesizing a brand's entire **Digital Brand Echo** to form a narrative they present to users. **BrandTech** provides the framework and tools to ensure the story the algorithm tells is the one you wrote, effectively making it the essential, modern-day execution of Ries' classic strategy for a world where technology is the new battleground for perception.
Posts tagged with BrandTech
Entity and search/AI glossary: Jason Barnard’s foundational lexicon for the new digital (AI) era
I’m Jason Barnard. I started working on Brand SERPs and the Knowledge Graph in 2012 - before most marketers had even heard the word “entity.” Before AI, before ChatGPT, before...
Entity Executive Summary in Entity SEO: What you Need to Know
In this article you will learn what an Entity Executive Summary is, why it is important in Entity SEO and how to write a hugely powerful “at-a-glance 40 word summary”...
Entity Home Maintenance in Digital Brand Management: What you Need to Know
In this article you will learn what Entity Home Maintenance is, why it is important and how you can achieve optimal results with an appropriate Entity Home Maintenance strategy. What...
BrandTech: What You Need To Know
What is BrandTech? A simple definition of BrandTech. Branding Technology (also known as BrandTech) is a set of software solutions used by brand managers, PR agents, online reputation experts, marketers...
Is Google Your Business Card? – Jason Barnard // Kalicube
Jason Barnard, The Brand SERP Guy® at Kalicube®, discusses what brand tech is and whether Google is your new business card. At some point in time, even if you’re a...
What is #BrandTech? – Jason Barnard // Kalicube
Jason Barnard, The Brand SERP Guy® at Kalicube®, discusses what brand tech is and whether Google is your new business card. When a person sees one of your company’s billboards...