Kelli Binnings, Owner of Build Smart Brands, is empowering businesses to become trusted industry leaders by integrating authenticity, purpose, and meaning into their brand experience.
Over the last 15 years, Kelli has collaborated with a variety of business owners across multiple industries. A common theme eventually emerged: every brand has a distinct voice, purpose, and identifiable value to share with their audience. Determined to help brands see their own potential, Kelli started Build Smart Brands, focused on helping businesses deliver a consistent brand message that speaks to its audience. She has since worked with clients in the fitness, beauty, hospitality, and tech industries, driving her life-long mission of proving that a brand is only as powerful as the people behind it.
We asked Kelli about the most meaningful impacts Build Smart Brands has had so far, what she feels is the biggest misconception surrounding entrepreneurship, and how she defines shared happiness as a measure for success.
Q: What problem does Build Smart Brands solve?
A: I work with businesses that want to build and strengthen their foundation, learn their true motivation, and gain clarity in who they are, who they’re for, and why they’re here. Through this process, we connect their internal and external culture/experiences and prove that exponential growth is possible for both the business and the individuals who support them.
Q: What are some of the most meaningful impacts Build Smart Brands has had so far?
A: Over the last 15 years, I’ve helped entrepreneurs and business owners shape who they are and what they mean to the world, ultimately giving them the confidence and support needed to be authentic brand leaders. Whether it’s building a brand from scratch or working through a growth point in business, seeing people respond and connect to their brand is part of what I live for. The impact comes from the adoption of the brand, meaning, and experience, and watching the joy come back into their work.
Q: Have you ever felt like you’re “different”? In what ways has this contributed to your journey as an entrepreneur?
A: I’ve felt different my whole life, really. I was a happy but very observant, solo kind of kid—always playing with art, music, or working on some sort of craft project. I was and still am a deep thinker. I love thinking about thinking, studying behavior, and view myself as a constant work in progress. This curious way of thinking has definitely inspired my journey as an entrepreneur, especially in the brand space.
Q: What’s the biggest misconception that others have around entrepreneurship?
A: Use of time. Sure, as entrepreneurs we have the flexibility to create our schedules. But the illusion of available or free time can be hard to understand. You never stop thinking about your business. If you’ve built a business doing something you love, then work isn’t work, it’s just life. Time becomes a bridge between projects and between solutions.
Q: Have you struggled with self doubt as an entrepreneur?
A: Ah yes, imposter syndrome. It feels almost impossible to avoid this at some point in your career, especially in the creative industry. It’s hard not to compare yourself to all the insanely talented people out there. Anytime I’m feeling this way, I take an inventory of my life. I write down all the things I’m proud of, all the things I’m working toward, and all the wonderful people I have in my life. It reminds me that everyone’s path to success is personalized through our experiences.
Q: Has your definition of success evolved throughout your journey as a founder?
A: When you’re younger, you look at awards and recognition as a way to measure success. It’s the easiest way to validate yourself by having others acknowledge your work on a broader scale. Now, I focus on shared happiness as my definition of success. Each individual client that shares positive feedback is a checkmark on my success list. Success is about the relationships you have, the lives you impact for the better, and the ways you get to enjoy it with them.
Q: How have you grown as a leader since starting Build Smart Brands?
A: I’ve grown substantially personally and professionally. My depth of brand knowledge is inspired by my own personal leadership journey. About 10 years ago, I started a self-awareness journey where I began exploring psychology and therapy in a proactive way. I wanted to be aware of my behavior, understand my thought patterns, and intentionally shape the person I wanted to become. That discovery process has given me insight into how brands should be built from the inside out.
Q: What would you tell your younger self if you were to start your entrepreneurial journey all over again?
A: Give yourself some grace. Your only competition is your future self. There would definitely be more, but I think if I had known these two truisms at the start, I would’ve spent less time trying to live up to other people's successes and dedicated more time defining my own.
Q: What’s next for you and Build Smart Brands?
A: I’m moving into more of a thought leader space and establishing ways to scale my knowledge and experience. As a brand strategist and creative consultant fueled by psychology and personal growth, I’m looking to bridge the gap in meaning for brands, their leadership and their people.
Kelli is a member of Dreamers & Doers, an award-winning community that amplifies extraordinary women entrepreneurs and leaders by securing PR opportunities, forging authentic connections, and curating high-impact resources. Learn more about Dreamers & Doers and get involved here.
The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.
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Gesche Haas is the Founder/CEO of Dreamers & Doers, a private collective that amplifies the entrepreneurial pursuits of extraordinary women through visibility opportunities, resource exchange, and collective support.
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