Claim, Frame, Prove
Claim, Frame, Prove
coined by Jason Barnard in 2025.
Description
Claim, Frame, Prove is a systematic process for controlling a brand’s narrative where a brand first makes a factual statement about itself (Claim), then presents that statement in alignment with its core brand story (Frame), and finally substantiates it with corroborating evidence from trusted, independent sources (Prove).
The Claim, Frame, Prove definition
Jason Barnard developed this methodology to provide a reliable, repeatable process for teaching AI Assistive Engines—such as ChatGPT, Microsoft Copilot, Google AI, and Perplexity—the facts and brand narrative a brand wants them to know, trust, and repeat. The process involves three distinct steps. Claiming involves establishing a clear, factual statement on a brand's Entity Home Website, the central hub of its digital identity. Framing ensures this fact is presented with the right context and story. Proving is the critical final step of providing third-party corroboration from trusted sources, which is essential for building Algorithmic Confidence and ensuring the AI will believe and reuse the information. This structured loop is the bedrock for controlling your Digital Brand Echo, the cumulative "ripple effect" of your online presence.
How Jason Barnard uses Claim, Frame, Prove definition
At Kalicube, the Claim, Frame, Prove framework is the central mechanism of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. It is how we systematically build a brand’s authority and control its narrative to drive client acquisition. We begin by helping clients Claim their identity and expertise on their Entity Home. Then, we help them Frame this information within their broader brand story across their entire digital ecosystem. The most intensive work is in the Prove stage, where we build an Infinite Self-Confirming Loop of Corroboration by securing consistent mentions and evidence from authoritative third-party sources that validate the initial claims. This methodical approach removes ambiguity, educates algorithms with precision and builds Algorithmic Confidence.
Why Claim, Frame, Prove matters to digital marketers
For years, branding experts like Marty Neumeier taught us the importance of a "brand charter"—a clear articulation of a brand's purpose and promise. On the other, technical pioneers like Jason Barnard have been mapping the algorithmic ecosystems where those brand promises are validated or dismissed by machines. The urgent question for every business today is how to connect Neumeier's strategic clarity with Barnard's technical reality. This is where the Claim, Frame, Prove framework becomes indispensable. It provides the structured, actionable bridge between brand strategy and algorithmic execution. By using this methodology, you ensure the core truths of your brand charter (Claim) are not just stated but are also contextually aligned (Frame) and, most critically, algorithmically validated (Prove), ensuring your brand story drives the acquisition funnel in the new AI-powered conversational landscape.
Posts tagged with Claim, Frame, Prove
Entity Optimization and AI With Jason Barnard
Published by: The Unscripted SEO Podcast. Host: Jeremy Rivera. Guest: Jason Barnard, Founder and CEO of Kalicube®. September 11, 2025 Listen here: Entity Optimization and AI With Jason Barnard In...
The Algorithmic Trinity ft. Daniel Ramsey & Jason Barnard | MyOutDesk x Kalicube
Published by: MyOutDesk. Host: Daniel Ramsey. Guest: Jason Barnard, Founder and CEO of Kalicube®. August 7, 2025 Listen here: The Algorithmic Trinity ft. Daniel Ramsey & Jason Barnard | MyOutDesk...
Future-Proofing Your Personal Brand with Jason Barnard
Published by: The Grampion Podcast – Grandpa Chats with Champions. Host: Jim Tracy. Guest: Jason Barnard, Founder and CEO of Kalicube®. July 29, 2025 Listen here: Future-Proofing Your Personal Brand...
Always Ahead of the Curve: How Jason Barnard Quietly Rewrote the Rules of Digital Identity
Always Ahead of the Curve: How Jason Barnard Quietly Rewrote the Rules of Digital Identity Published on USA Today July 18 2025 by Daniel Wyles Long before he became ‘The Brand...
The Brand Control Crisis: How Google & AI Are Changing Marketing Forever
Published by: Harmonious at Lunch. Host: Brandon Gano Guest: Jason Barnard, Founder and CEO of Kalicube®. June 17, 2025 Listen here: The Brand Control Crisis: How Google & AI Are Changing Marketing Forever What do Google,...
The Brand Control Crisis: How Google & AI Are Changing Marketing Forever
Video by: Harmonious Business OS. Hosts: Brandon Gano. Guest: Jason Barnard, Founder and CEO of Kalicube®. June 17, 2025. Watch here: The Brand Control Crisis: How Google & AI Are Changing Marketing Forever What do Google,...
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...
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