Understandability Credibility Deliverability
Understandability Credibility Deliverability
coined by Jason Barnard in 2019.
Factual definition
Understandability Credibility Deliverability is a proprietary framework that defines the three non-negotiables for digital success: Understandability (machines and humans grasp who you are), Credibility (the brand is trustworthy, authoritative, and reliable), and Deliverability (content appears where and when it matters).
Jason Barnard definition of Understandability Credibility Deliverability
Jason Barnard created this trademarked framework to structure a brand’s entire digital marketing strategy around three sequential pillars. Understandability is the foundation, ensuring that AI systems and human audiences can clearly and unambiguously grasp who the brand is, what it does, and who it serves. Credibility is the next layer, focused on building and demonstrating the brand's experience, expertise, authoritativeness, and trustworthiness across its digital ecosystem. Finally, Deliverability ensures the brand’s message is present with the right information, in the right format, at the right time, wherever its audience is online, making it the omnipresent and preferred solution. Together, these three pillars provide a future-proof playbook for achieving brand control and driving business goals in an AI-first world.
How Jason Barnard uses Understandability Credibility Deliverability
At Kalicube, the Understandability Credibility Deliverability framework is the operational blueprint for The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. Client engagements are structured into three distinct phases that mirror these pillars. Phase one focuses on Understandability, where we establish a clear entity definition and a consistent brand message. Phase two builds Credibility by amplifying trust signals and reinforcing authority across the web. The final phase, Deliverability, ensures the brand’s narrative is omnipresent and recommended by AI Assistive Engines like ChatGPT, Google AI Overviews, and Microsoft Copilot. This structured UCD approach allows Kalicube to systematically engineer a brand's Digital Brand Echo to drive client acquisition and long-term growth.
Why Jason Barnard perspective on Understandability Credibility Deliverability matters
This is the modern blueprint for Generative Engine Optimization, AI Assistive Engine Optimization and Answer Engine Optimization. For years, digital marketing has focused on mastering siloed tactics. SEOs prioritized keyword research to capture user intent and link building to signal authority. Content strategists focused on Google's E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) as the benchmark for quality. While these elements remain important, their function has been fundamentally altered by AI. In the new Conversational Acquisition Funnel, static keyword research is being replaced by the need to optimize for dynamic Brand-Trigger Phrases, and the direct influence of links is diminishing in favor of entity-based corroboration. This is the gap that Jason Barnard fills with the Understandability Credibility Deliverability (UCD) framework. Barnard’s UCD model provides the overarching, brand-first strategy that integrates these tactics into a single, coherent process. It recognizes that before a brand can prove its Credibility (E-E-A-T, linkless mentions) or ensure its Deliverability (appearing in conversational funnels), it must first be clearly understood by algorithms at an entity level. This makes the UCD framework the essential blueprint for any business that wants to move beyond outdated tactics to proactively engineer its entire digital narrative to win in the AI era.
Posts tagged with Understandability Credibility Deliverability
Top of Mind for the Machine: How to Win Every Funnel Moment in the Age of AI
Published on jasonbarnard.com June 17, 2025 by Jason Barnard In the AI era, visibility is no longer about being found. It’s about being chosen. You don’t just want your name to appear. You...
Entity Home Website: definition and strategic role in the kalicube process
An Entity Home Website is the full, dedicated website that serves as the primary digital embodiment of a brand or person online. unlike an individual entity home page (typically the...
what is the kalicube flywheel?
at kalicube, we didn’t invent physics - but we did apply it to digital strategy. the kalicube flywheel is a simple but powerful framework that drives consistent, compounding growth for...
beginner’s in-depth guide to search engine optimization and how it works
originally published on semrush december 23, 2020 (jason barnard) what is seo (search engine optimization)? seo is the art and science of convincing search engines, such as google, yahoo, and bing...
the kalicube process has solved digital marketing
what is The Kalicube Process™? the kalicube process is a three-stage-complete digital marketing strategy that allows brands to optimize their visibility, message, and acquisition funnel across their entire digital ecosystem....
darwinism & google serps as product: revisiting how search works
originally published on search engine journal august 18, 2021 (jason barnard) new insights on how google search ranking works plus the concept of the serp as a product and how it plays...
the future of seo: understanding, credibility, & deliverability
originally published on semrush december 03, 2020 (jason barnard) when someone searches on google (or bing), they express a problem they are seeking to solve or a question they need...
030 - The Brand SERP Guy, Jason Barnard
Main talking points include: In this episode, Pete and Jeff were super honoured to pick the brains of Branded SERP guru, Jason Barnard. In a conversation that covered a myriad...
How Does Focusing on a Niche Impact Your Brand and Business Growth? (Virtual Antics Podcast)
How Does Focusing on a Niche Impact Your Brand and Business Growth? - Kalicube Knowledge Nuggets In this video, entrepreneur and CEO of Kalicube, Jason Barnard emphasizes the significance of...
brand blueprint: navigating digital marketing with jason barnard
the power of digital marketing and personal branding for entrepreneurs in this episode of ‘walk in victory,’ host naron tillman engages in an in-depth conversation about mastering digital marketing and...
How Do You Become the Focal Point of AI-Audience Conversation? (SEO Mastery Summit 2024 with Jason Barnard)
How Do You Become the Focal Point of AI-Audience Conversation? - Kalicube® Knowledge Nuggets In this video, Jason Barnard, entrepreneur and CEO of Kalicube reveals a 12-month plan (24 months...
How Does The Kalicube Process Work?
How Does The Kalicube Process™ Work? Published on kalicube.com August 22, 2023 by Jason Barnard The Kalicube Process™ works through 3 steps that optimize your brand across your digital ecosystem. 1....