“The purpose is the soul of the brand and needs to be understood in going through a rebranding exercise.”Most companies want their brand to be what customers want, and rivals envy. And that calls for a strong, purpose-driven brand strategy. This week on Be Customer Led with Bill Staikos, we had a fantastic conversation with Bill Kenney, CEO, and partner of Focus Lab, about aligning the customer experience with the company’s brand. Bill’s company, Focus Lab, is an established brand agency that assists B2B firms in connecting with their consumers and distinguishing themselves as market leaders. [01:08] Bill’s Background – Sharing his journey so far, Bill describes how he and his business partner established their company, Focus Lab, and how they serve their clients. [07:15] BX, CX, and PX - Bill outlines the distinctions between brand experience, customer experience, and product experience. [10:30] Purpose and Brand – Bill addresses the intrinsic relationship between purpose and brand. [14:11] Brand Strategy - Bill discusses the core tenets of brand strategy development.[19:00] Connecting the Experience – Bill mentions how businesses should consider tying their brand to the experience they intend to give. In addition, he explores how change management and employee experience influence above said connection formation. [27:50] Simplicity – Bill emphasizes the importance of simplicity in delivering a comprehensive brand experience.[30:07] Inspiration - Bill describes the personalities he admires from a business and mindset perspective and the sources of his inspiration.Resources:Connect with Bill:LinkedIn: linkedin.com/in/billskenney/Website: focuslab.agencyMentioned in the episode:The Ideal Team Player: How to Recognize and Cultivate The Three Essential Virtues: goodreads.com/book/show/28930640-the-ideal-team-player?from_search=true&from_srp=true&qid=0n991sancI&rank=1Zero to One, Start Now Get Perfect Later, Shoe Dog A Memoir by the Creator of Nike, [Hardcover] Crushing It 4 Books Collection Set: goodreads.com/book/show/52373483-zero-to-one-start-now-get-perfect-later-shoe-dog-a-memoir-by-the-creat?from_search=true&from_srp=true&qid=w5oMqQMvmb&rank=1