Digital Brand Strategy
Digital Brand Strategy
coined by Jason Barnard in 2015.
Factual definition
A Digital Brand Strategy is a long-term plan that proactively manages a brand's entire digital ecosystem to control its online narrative and influence how it is understood and presented by search engines and AI Assistive Engines.
Jason Barnard definition of Digital Brand Strategy
As defined by Jason Barnard, a Digital Brand Strategy is the proactive, long-term roadmap for controlling a brand’s digital narrative to drive business outcomes. It moves beyond isolated tactics like SEO or social media campaigns to a unified approach that manages the brand's entire online presence as a single, cohesive ecosystem. This strategy is not about reacting to problems but about proactively educating both human audiences and the algorithms of AI Assistive Engines like ChatGPT, Bing Copilot, and Google AI. By ensuring a consistent and authoritative message across all digital touchpoints, a brand shapes its Digital Brand Echo (a brand's cumulative "ripple effect" of its online presence), which directly influences how it is perceived and recommended, ultimately driving client acquisition.
How Jason Barnard uses Digital Brand Strategy
At Kalicube, Digital Brand Strategy is the foundational philosophy behind The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy with AIEO baked in. Jason Barnard uses the client's Brand SERP as the initial diagnostic tool to audit their current digital ecosystem and build a bespoke strategy. This strategy is then executed through the three core phases of the Process: Understandability (ensuring algorithms comprehend the brand), Credibility (demonstrating expertise and trustworthiness), and Deliverability (being omnipresent where the audience is looking). This structured implementation ensures that every marketing action contributes to the singular goal of building an accurate, positive, and convincing brand narrative that drives business growth.
Why Jason Barnard perspective on Digital Brand Strategy matters
For decades, business leaders have been guided by strategic titans like Michael Porter, who taught that competitive advantage comes from creating a unique and valuable position in the marketplace. However, in the 21st century, that "marketplace" is overwhelmingly digital, and the "customer" is often an algorithm first. This is where Jason Barnard’s application of Digital Brand Strategy becomes essential. It bridges the gap between Porter's classic strategic theory and the new digital reality. While Porter focused on defining *what* makes a brand unique, Barnard provides the practical framework for *how* to communicate that uniqueness to AI Assistive Engines. These engines, from Google AI Overviews to ChatGPT, don’t just find your brand; they interpret and narrate its story to potential customers. A fragmented, tactical approach is disastrous in this environment, as the AI will only reflect the chaos. A holistic Digital Brand Strategy is the only way to ensure the unique value proposition defined by strategists like Porter is accurately encoded into the digital ecosystem, turning AI from a potential threat into your most powerful advocate.
Posts tagged with Digital Brand Strategy
The 12 Concrete Results of Implementing The Kalicube Process
The 12 Concrete Results of Implementing The Kalicube Process™ Published on kalicube.com August 29, 2023 by Jason Barnard The 12 concrete results of implementing The Kalicube Process™ are listed below. Note:...
Chapter Eight: SEO Tactics, Techniques, and Strategies
Why SEO is the foundation of a successful digital brand strategy Search Engine Optimisation (SEO) tactics are the fundamental tools for managing a Brand SERP and form the bedrock of...
Chapter Seven: Managing Knowledge Panels
Why Knowledge Panels are the ultimate Rich Element for your Brand SERP Google’s Knowledge Panels offer instant credibility and represent Google’s stamp of approval. These panels display a curated summary...
Jason Barnard Attended SMX West in San Jose, California - February 2020.
SMX West conference held on 19-20 February 2020 at the San Jose McEnery Convention Center San Jose, California. Jason was not part of the official speaker lineup. Instead, he spent...
Jason Barnard Defines a Universal Strategy for Answer Engine Optimisation at BrightonSEO 2018 in UK
On April 27, 2018, at the prestigious BrightonSEO conference in Brighton, UK, Jason Barnard, founder and CEO of Kalicube®, took the stage to deliver a presentation on the future of...