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
The Specialized Lexicon of Jason Barnard: Navigating Digital Authority in the AI Era
Jason Barnard’s official list of his lexicon and terminology (updated regularly) Introduction: Navigating the Evolving Landscape of Digital Branding The digital marketing and search engine optimization (SEO) landscape has undergone...
Why Traditional Online Reputation Management Fails – And What Actually Works
You Can’t Bury a Narrative. You Have to Replace It. Claim, Frame, Prove: The Foundation of a Future-Proof Narrative Let’s start with a truth most reputation agencies dodge: The brand...
Claim, Frame, and Prove: The Kalicube Process makes you the default choice in search and AI
In the AI era, your brand, personal or corporate, isn’t what you say it is. It’s what machines understand and how confidently they can explain you to others, especially when...