In today’s episode, Tommy talks with Bill Kenney, Partner and CEO at Focus Lab, a US-based branding agency.
Bill is a seasoned branding expert who has helped many companies become unicorns. Bill grew up with a knack for design and knew the power and influence it could offer to brands. He eventually met someone who shared his vision who could also support technical development, which pushed his business to new heights.
Bill and Tommy discuss what a successful brand strategy entails and how to avoid misalignment. They also talk about how to use a company’s identity and client stories to center branding efforts.
“The story is there, ultimately. We’re not the heroes of the brand process. The hero really is the client. We're helping them find their best story and let it come through in actual words, through visuals, and all those aspects that would be brand touchpoints.” - Bill Kenney
Main Takeaways
A successful brand only happens when the company has a strong sense of identity. The brand purpose, the brand story, and the founder's visions and objectives must all be aligned.
The client is always the hero. In starting your branding/rebranding journey, you must deeply understand your customer to create valuable products and services for them.
If you’re having a brand problem, look for these red flags: unrecognized limitations, murky scaling strategies, disorganized work culture, and outdated design.
Misalignment with customer needs arises when founders find themselves stuck with limiting and outdated strategies. Founders should be ready to embrace disruptive innovations.
Links
Bill Kenney on LinkedIn
Focus Lab
Marketo
Adobe
Applebee’s
Tiktok
Enneagram Personality Test
Simon Sinek’s Start with Why
Rows
DISC assessment
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Tommy on LinkedIn
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