In Episode 9 of Beyond the Billboard, Greg Wise and Bill Kenney explore why branding matters more now than ever. What was once seen as a “nice to have” is now a core business strategy. From attracting talent to building customer loyalty, brand impacts every part of the business.
“Brand is not a marketing expense. It’s a business pillar.” – Bill Kenney
Watch the full episode below.
Performance Marketing Isn’t Enough
For years, marketers obsessed over attribution. If you couldn’t track every click and conversion, it didn’t matter. That mindset worked for a while, but it came at the cost of long-term brand building.
“We’re in a data-driven world. I understand the desire for attribution. But it’s not the whole picture.” – Bill Kenney
Companies are now realizing that a strong brand doesn’t just help sell—it attracts, retains, and scales.
What a Brand Really Is (Hint: It’s Not Just a Logo)
A brand is everything someone experiences when they interact with your company. It’s the way your website looks, the tone of your emails, the energy of your team, and the culture your customers feel.
“The facade of a restaurant is the visual identity. But the full brand includes the service, food, music, and atmosphere.” – Bill Kenney
You need a clear brand strategy that includes:
- Visual identity
- Verbal identity
- Internal culture
- Customer experience
- Tactical tools like decks and campaigns
Why the Best Brands Scale Faster
Think about Nike. They don’t need to convince loyal customers to come back. Their brand already did that work years ago. The return on brand isn’t linear. It compounds.
“Nike could spend zero dollars and still get a return because I’m coming back. That’s brand.” – Bill Kenney
Signals That It’s Time for a Rebrand
Here’s how you know your company is ready:
- Leadership is aligned and supports the brand work
- Marketing has outgrown the current brand system
- Your visual identity no longer reflects the scale or direction of your business
- You’ve recently gone through a merger or major change
- Your team is creating assets that feel disconnected and inconsistent
“The signals they’re ready usually show up in leadership buy-in. It’s no longer just a marketing initiative.” – Bill Kenney
Your Brand Needs a Strategy and a Rollout Plan
A rebrand isn’t just about getting a new logo. You need to support the brand with updated messaging, internal alignment, rollout campaigns, and the actual tools your teams need every day.
“We help build pitch decks, sales decks, rollout assets—everything needed to activate the brand.” – Bill Kenney
Don’t Be Afraid to Be Bold
Great branding stands out. It might even feel uncomfortable. But that’s often a sign you’re on the right track.
“One client had a smiley face with a pirate patch as their logo. They didn’t want to change it—and we still helped them create a great brand around it.” – Bill Kenney
Key Takeaways for Modern Marketers
- Brand is a business asset, not a line item
- You can’t build long-term loyalty with performance marketing alone
- Branding is about the full customer experience, not just visuals
- Leadership support is the strongest indicator you’re ready to rebrand
- Your brand should scale with you, especially through major changes
- Rebranding is not just about strategy—it’s about execution too
- Bold brands get remembered. Safe brands get ignored.
Listen to Episode 9 of Beyond the Billboard
Hear the full conversation between Bill Kenney and Greg Wise as they break down what brand really means today, how to build it the right way, and why it’s time to stop thinking of brand as a “nice to have.”
🎧 Listen now → Episode 9