Bill Kenney 👋

Focus Lab

Focus Lab propels organizations to be their boldest, most original selves. It's my job to make sure we maintain focus, stay hungry, evolve the value we deliver, and build an agency unlike the majority.

Partner, Chief Executive Officer

Conquer Your Rebrand is the most complete brand-building playbook you’ll ever read. It addresses the “why” of B2B branding and, more importantly, the actionable details of “how.” Know how to prepare and what to expect when embarking on your rebranding journey. Learn to recognize and avoid common pitfalls. Discover what matters most in your agency partner, how to plan for your brand rollout, and everything in between.

Author: Conquer Your Rebrand

We work with companies that mean the world to their people but need our help to mean something to the world. For more than a decade, our all-senior team of brand designers, strategists, and writers has helped organizations unlock their fullest potential with purpose-centered positioning and identities. We specialize in B2B Tech vertical, but happy to work with great people from a variety of businesses. 

Featured clients include 👉 Marketo, Outreach, Shopify, Braze, Twilio, Adobe, Heap and more.

Services offered:
Brand Strategy
Brand Positioning
Brand Writing (Communications)
Brand Identity (Visual Identity)
Brand Support (Retainer)

Partner, Chief Creative Officer

Odi is a B2B brand agency serving the unique demands of angel, pre-seed, and seed-stage startups.

Partner

Exit Five

The leading community for B2B marketing professionals. Join 3,500+ members at exitfive.com

Member

AIGA New York

Mentor

Fast Company Executive Board

Serving as a leading voice on branding, its undeniable impact on today's businesses, and more specifically within the B2B Technology space.

Fast Co. Executive Board / Branding & Business Growth

University of Tampa

Designed a variety of items from local ads, to large promotional brochures. The highlight was crafting the Tampa Film Festival's visual identity.

Graphic Designer

In 2009, I co-founded an agency with zero agency background but a hunger to deliver great work. 

Since then, we've achieved...

👉 Growing into a team of 25+ driven individuals 
👉 Working with some of the largest brands in the world (Marketo, Netflix, Adobe, Zuora, Luminate)
👉 Rebranding the rising organizations of the future (Braze, Salesloft, Launch Darkly, Tray.io, Kion, Tango)
👉 We've seen 18 clients achieve unicorn status post-rebrand
👉 We've seen our clients raise $5.1B in capital post-rebrand
👉 We've become Workhuman Certified for an exceptional work environment  
👉 Authored a book: Conquer Your Rebrand

Learn more about me and what our team is building:

B2B Branding for growth-stage companies  →  www.focuslab.agency
B2B Branding for early-stage companies  →  www.odibrand.agency

I'm an open book. Shoot me a message, let's chat.

Humankind. Be both.

Presentation slide: Brand clarity = AI search 

Attendee: "That’s literally how I found you." 👇

Last week in NYC, I spoke at Brandersfest. 

In a room full of marketing leaders, brand curious entrepreneurs, and talented peers, I presented on B2B branding (surprise, surprise 😎)

Stories included...

My relationship with Bob Moore and watching Bob go from brand hater to brand evangelist when starting Crossbeam. 

Next, I covered how small start-ups punch above their weight by leveraging brand as a perception strategy. 

📌 "Perception is the great equilizer, especially in the early years."
📌 "Perception opens doors your metrics haven’t earned yet."

Finally, I moved into  growth-stage companies, and how brand is a bridge into scale. Sharing M&A stories like Totango and our work with Karen Budell to working with publicly traded companies like Zuora and how we thoughtfully approached the scale needed in that work with Sergio Claudio 

📌 "Change is inevitable, brand embraces that reality."
📌 "Brand is not a logo, it's a change management tool."

Of course, across all of this, brand clarity is key. 

I used the Focus Lab Q3 inbound leads to prove the point. 

Highlighting that AI drove 30% of our TOF last quarter. 

Which is a direct result of our tight position in B2B branding. 

In a moment of serendipity, an attendee raised her hand and said, "I'm one of those people who found you through AI, and I already bought your book."

The photo captures that exact moment. 🤣

Such a fun, authentic moment to drive home the point. 

More takeaways from this event to come! 

---

Thanks for having me Branders Magazine 🙏

Shoutout to Luis Fernando Vergara and Carolina Gomez for all the hard work they put into organizing this event. 

Cheers to all the wonderful people I got to meet and hang with. 

See you all next year!

In 2009 I co-founded an agency with zero agency background but a hunger to deliver great work. 

The early years required:

1. Learning through failure and unknowns
2. Realizing we couldn't serve everyone
3. Growing from a designer to a business owner

Since that time, we've achieved unimaginable milestones:

👉 Growing into a team of 25+ driven individuals 
👉 Working with some of the largest brands in the world (Marketo, Netflix, Adobe, Zuora, Luminate)
👉 Rebranding the rising organizations of the future (Braze, Salesloft, Launch Darkly, Tray.io, Kion, Tango)
👉 We've seen 18 clients achieve unicorn status post-rebrand
👉 We've seen our clients raise $5.1B in capital post-rebrand
👉 We've become Workhuman Certified for an exceptional work environment  
👉 Authored a book: Conquer Your Rebrand

Learn more about me and what our team is building:

B2B Branding for growth-stage companies  →  www.focuslab.agency
B2B Branding for early-stage companies  →  www.odibrand.agency

I'm an open book. Shoot me a message, let's chat.

Humankind. Be both.

Author of Conquer Your Rebrand / CEO of Focus Lab

"Our website is generic."

Correction → Your brand is generic.

You don't have a website problem, you have a brand problem. 

We hear these words literally every single week during sales calls.

👉 “We looked dated."
👉 “Our site feels stale.”
👉 “Our messaging is off.”
👉 “We don’t look any different than our competitors.”
👉 “We need you to redesign our website.”

Yes, I understand websites matter, and for our clients (B2B Tech), they're the most significant customer touchpoint. 

But a website is simply an 𝘦𝘹𝘱𝘳𝘦𝘴𝘴𝘪𝘰𝘯 of your brand.

Before you rush into shiny new pixels, narrow your positioning.
Before you write fresh H1s, clarify your story.
Before you pick bolder colors, define who you want to attract.

❌ Strong websites don’t create strong brands.
✅ Strong brands power strong websites.

Brand First (as we say at Focus Lab)

Always.

✌️

#b2bbranding #brandagency

Your brand moves in only two directions.

Further away or closer to alignment.👇

Where does your brand land on this spectrum?

It's an essential question for any founder or marketing leader.

Brands are never static. 

For example... 

If you're moving up the market (like many of our clients), it will create a gap, even if previously you had significant alignment.

It's just part of the game.

You're job is to stay ahead of it. 

Brand is your bridge into alignment. 

#b2bbranding #brandingagency

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