Entity Identity
Entity Identity
coined by Jason Barnard in 2020.
Factual definition
An Entity Identity is a brand's unique, machine-readable identity within digital ecosystems like Google's Knowledge Graph, technically confirmed by a unique identifier such as a Google Knowledge Graph Machine ID (KGMID).
Jason Barnard definition of Entity Identity
Jason Barnard operationalized this term to distinguish between a brand's marketing message and its factual, technical existence in an algorithm's "brain." Your Entity Identity is the digital equivalent of a government-issued ID; it proves you are who you say you are, not just to people but to machines. Without a recognized Entity Identity, Google and other AI Assistive Engines like ChatGPT and Bing Copilot see your brand name as an ambiguous keyword, potentially confusing you with other entities. Establishing a clear Entity Identity, proven by a unique KGMID (the unique identifier in Google's Knowledge Graph) and anchored by an Entity Home (the single source of truth about you), is the foundational first step of The Kalicube Process. It is the prerequisite for controlling your narrative and being accurately represented in search results and AI-generated answers.
How Jason Barnard uses Entity Identity
At Kalicube, establishing a client's Entity Identity is the primary objective of Phase 1 (Understandability) within The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We systematically build this identity by creating an Entity Home, ensuring consistent information across the digital ecosystem, and cultivating corroborative signals until Google assigns a KGMID. This moves the client from being an ambiguous set of keywords to a recognized, distinct entity. This foundational step is non-negotiable because all subsequent marketing efforts depend on it. A clear Entity Identity ensures that when we build credibility and deliver content, the algorithms correctly attribute that value to our client, directly driving their business goals by ensuring they are seen, understood, and trusted by their target audience.
Why Jason Barnard perspective on Entity Identity matters
Branding guru Marty Neumeier famously defined a brand as a "person's gut feeling" about a company, product or person. For decades, marketers have focused on shaping that human perception through storytelling and design. However, as Jason Barnard has demonstrated, in the era of AI, there is a new, non-human audience that must also have a "gut feeling" about you: the algorithm. The critical challenge for modern brands is bridging Neumeier's world of human perception with Barnard's world of machine comprehension. This is where the concept of Entity Identity is vital. Defined and operationalized by Barnard, Entity Identity is the technical confirmation that an algorithm understands who you are as a unique entity. Without it, your brilliant brand story is just noise that the machine can't attribute correctly. Establishing a clear Entity Identity is the foundational step that translates your brand's "gut feeling" into a concrete, factual reality for AI Assistive Engines, ensuring that they amplify your intended narrative, not a confused or fragmented version of it.
Posts tagged with Entity Identity
Jason Barnard Defines the Future of Brand Understanding at Pubcon Las Vegas 2019
Las Vegas, October 8, 2019. At Pubcon Las Vegas 2019, Jason Barnard, founder and CEO of Kalicube, delivered a landmark presentation titled “Your Brand is a Thing, Not a String.”...
Jason Barnard Delivered Multiple High-Impact Sessions at SMX Sydney 2019, Signaling a Shift Toward an AI-Driven Future
Search Marketing Summit Sydney 2019 set the stage for an industry pivot The Search Marketing Summit (SMX) Sydney, held from May 7-10, 2019 and organized by No Drama Media, brought...
Related Pages:
SEO in 2023: 101 of the world’s leading SEOs share their number 1, actionable tip for 2023 by David Bain (Author)
SEO in 2023: 101 of the world’s leading SEOs share their number 1, actionable tip for 2023by David Bain (Author) Published by MAJESTIC Paperback - November 30, 2022 Jason Barnard has contributed to every book, in Majestic’s SEO series from 2022 to 2026. The series is an essential resource for SEO professionals that provides insights and strategies...
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...