Building Trust and Brand Harmony in B2B
Bill Kenney is the CEO of Focus Lab, a branding agency specializing in helping businesses, particularly in the B2B tech industry, develop compelling and cohesive brand identities. With 15 years of experience under his belt, Bill has led Focus Lab from its inception to a well-regarded firm known for working with diverse clients, from small startups to major tech brands. He is also the author of "Conquer Your Rebrand," a book that delves into the branding process to guide businesses through effective rebranding strategies.
Episode Summary:
In this episode of Talking Shizzle - host Taylor Wilson welcomes branding legend Bill Kenney, who shares insights from his 15-year journey with Focus Lab. Their conversation touches on Bill's accidental yet serendipitous meeting with Taylor, the importance of brand identity, and how branding can catalyze growth for businesses. Bill provides a behind-the-scenes look into how Focus Lab crafts the foundational elements that enable businesses to stand out in the competitive B2B tech landscape.
This episode breaks down the difference between branding and marketing, showing why a brand is more than just a logo. Kenney explains how brand identity—through visuals, teamwork, and a personal touch—drives business success. He also highlights why personal branding matters in today’s digital world. It’s full of practical tips for entrepreneurs who want to use branding to grow their business in 2025 and beyond.
Key Takeaways:
Branding vs. Logo Understanding: Branding extends far beyond a logo; it encompasses the entire customer experience and forms the backbone of how a business operates and presents itself to the world.
Role of Personal Branding: Cultivating a personal brand alongside corporate branding can establish trust and authenticity, impacting both customer perception and recruitment.
Importance of Internal Alignment: Achieving alignment within a company about its brand identity and goals can lead to reduced friction, faster progress, and improved external perception.
Branding in Economic Contexts: Regardless of external economic and political climates, consistent and authentic branding helps businesses navigate changes and maintain momentum.
Interaction of Brand and Marketing: Brand lays the foundation, setting the stage for effective marketing strategies that drive engagement and growth.
Resources:
Focus Lab: https://focuslab.agency/
Bill Kenney's Book: "Conquer Your Rebrand" available on Amazon or through conqueryourrebrand.com
Connect with Bill Kenney on LinkedIn: Bill Kenney
Exit Five Community: Founded by Dave Gerhart, offering insights into B2B marketing and branding.
Chili Piper: Featuring Alina Vandenberghe, acknowledged for transparent and effective personal branding strategies.
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