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
How Does Focusing on a Niche Impact Your Brand and Business Growth? (Virtual Antics Podcast)
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How Do You Become the Focal Point of AI-Audience Conversation? (SEO Mastery Summit 2024 with Jason Barnard)
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How Does The Kalicube Process Work?
The Kalicube Process™ works through 3 steps that optimize your brand across your digital ecosystem. 1. Audit and clean your complete digital footprint The first step is auditing your digital...
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...
How the Kalicube Process Increased Organic Traffic for Merci Facteur by 33%
In 2021, Merci Facteur (an online postal service) saw an alarming -37% year-on-year drop in its organic traffic. In May, they signed up as a Kalicube Pro client and started...
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: Understandability 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...
The 3 Pillars of SEO - Understandability Credibility Deliverability
The Three Pillars of SEO Jason Barnard created this new definition of the three pillars of SEO in 2019 when giving a talk in Melbourne, Australia. The pillars are based...