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
Elevating Online Visibility - “Austine Esezobor”
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The 12 Concrete Results of Implementing The Kalicube Process
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How Kalicube Implements The Kalicube Process
Kalicube implements The Kalicube Process™ in three phases called Understandability Credibility Deliverability™. The phases are implemented in conjunction with the brand needs, goals and resources to ensure optimal results. The...
Engine, Bot, and Algorithm: What you need to Know
What is the difference between “Search Engine,” “Bot,” and “Algorithm”? “Search Engine,” “Bots,” and “Algorithm” are often used interchangeably, but they have specific definitions and applications in search engines and...
“Doing a Disney” on Google: What You Need To Know
What does “Doing a Disney” mean? “Doing a Disney” refers to a Brand SERP where a brand has complete control over all the blue links on the first page of...
Leveraging Anthropology for Effective Content Marketing
Understanding human behaviour and cultural dynamics is crucial for businesses to market successfully. When businesses understand these attributes their content will resonate deeply with their audience. In this context, leveraging...
Why Google Knowledge Panels Disappear and How to Get Yours Back
Can a Knowledge Panel Disappear? Yes. Most people believe that after successfully obtaining a Knowledge Panel, it will be there forever. It is tempting to believe that everything will happen...
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