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Branding Bootcamp: How to Build a Brand That Sells Itself with Becky Escott
If you’ve ever felt like your business is stuck hiding behind a pretty logo or a catchy tagline, you’re not alone. Branding isn’t just surface-level polish; it’s the soul-searching work of figuring out who you are, what you stand for, and how to share that story in a way people actually believe.
Think of it less like a quick elevator pitch and more like a bootcamp for your business: tough at times, but designed to give you clarity, consistency, and the kind of confidence that earns trust.
Today, our guest, Becky Escott, Senior Director of Corporate Communications at BKV Corporation, guides us through the core steps every entrepreneur needs to overhaul their brand and ultimately build something that feels authentic, aligned, and ready for growth.
Starting with six different logos and a misunified brand, Becky Escott led BKV through a transformation with the help of the guardrails process to define a clear story and vision. She launched the “Back to Our Values” campaign to build pride and employee ownership, turning the brand into something people could truly believe in.
As BKV grew and prepared for an IPO, she maintained consistent and credible messaging through campaigns like “It’s on” and “Innovating the Invisible,” proving that even complex ideas, such as decarbonization, could be made simple and relatable. Today, BKV stands as a unified brand that reflects alignment, belief, and long-term growth.
CHAPTERS:
0:00 Introduction: Building a Flexible Plan
00:37 Meet Becky Escot: The Brand Architect
01:20 Journey to BKV: A New Adventure
02:39 Building the BKV Brand
05:37 Strategic Guardrails: Defining Identity
09:20 Communicating the Brand Internally in a Way They Can See Themselves in It
19:05 Sustainability and Carbon Neutral Goals for BKV
24:07 Challenges and Growth: Pre and Post IPO
30:23 Leadership and Communication Strategy
39:06 Conclusion: The Importance of Genuine Storytelling and Brand Alignment
Topics Discussed:
- Seeing the whole ecosystem, not just a fancy logo or tagline
- Why you need to live and breathe your story so others believe in your vision too
- The hard but necessary work of clarifying who you are vs. who you aren’t
- Why branding feels like a soul-searching bootcamp (and why that’s a good thing)
- How guardrails keep your brand on track beyond a quick elevator pitch
- Why your internal and external communication must align to build credibility
- Creating brand pride through launch moments, storytelling, and shared wins
Connect with Becky Escott:
- LinkedIn: https://www.linkedin.com/in/beckyescott/
About Rethink Change:
When growth is stagnant, culture’s a mess, the brand’s adrift, and the board wants miracles by Monday, Pennebaker’s podcast, Rethink Change, is where innovators and disruptors go for clarity.
Hosted by Founder Ward Pennebaker and President Matt Pennebaker, this podcast delivers sharp insights from battle-tested leaders who’ve navigated chaos and turned challenge into momentum. You’ll hear from executives from startups to global behemoths, from a wide range of industries. No fluff. All results. These conversations reveal what actually works, enabling you to think differently and act smarter.
Get Connected with Rethink Change:
- Website: https://www.pennebaker.com/podcast
- LinkedIn: https://www.linkedin.com/company/pennebaker/
- Facebook: https://www.facebook.com/pennebakerbrand
- Bluesky: https://bsky.app/profile/pennebaker.bsky.social
- Instagram: https://www.instagram.com/pennebakeragency/
View all episodes
By PennebakerIf you’ve ever felt like your business is stuck hiding behind a pretty logo or a catchy tagline, you’re not alone. Branding isn’t just surface-level polish; it’s the soul-searching work of figuring out who you are, what you stand for, and how to share that story in a way people actually believe.
Think of it less like a quick elevator pitch and more like a bootcamp for your business: tough at times, but designed to give you clarity, consistency, and the kind of confidence that earns trust.
Today, our guest, Becky Escott, Senior Director of Corporate Communications at BKV Corporation, guides us through the core steps every entrepreneur needs to overhaul their brand and ultimately build something that feels authentic, aligned, and ready for growth.
Starting with six different logos and a misunified brand, Becky Escott led BKV through a transformation with the help of the guardrails process to define a clear story and vision. She launched the “Back to Our Values” campaign to build pride and employee ownership, turning the brand into something people could truly believe in.
As BKV grew and prepared for an IPO, she maintained consistent and credible messaging through campaigns like “It’s on” and “Innovating the Invisible,” proving that even complex ideas, such as decarbonization, could be made simple and relatable. Today, BKV stands as a unified brand that reflects alignment, belief, and long-term growth.
CHAPTERS:
0:00 Introduction: Building a Flexible Plan
00:37 Meet Becky Escot: The Brand Architect
01:20 Journey to BKV: A New Adventure
02:39 Building the BKV Brand
05:37 Strategic Guardrails: Defining Identity
09:20 Communicating the Brand Internally in a Way They Can See Themselves in It
19:05 Sustainability and Carbon Neutral Goals for BKV
24:07 Challenges and Growth: Pre and Post IPO
30:23 Leadership and Communication Strategy
39:06 Conclusion: The Importance of Genuine Storytelling and Brand Alignment
Topics Discussed:
- Seeing the whole ecosystem, not just a fancy logo or tagline
- Why you need to live and breathe your story so others believe in your vision too
- The hard but necessary work of clarifying who you are vs. who you aren’t
- Why branding feels like a soul-searching bootcamp (and why that’s a good thing)
- How guardrails keep your brand on track beyond a quick elevator pitch
- Why your internal and external communication must align to build credibility
- Creating brand pride through launch moments, storytelling, and shared wins
Connect with Becky Escott:
- LinkedIn: https://www.linkedin.com/in/beckyescott/
About Rethink Change:
When growth is stagnant, culture’s a mess, the brand’s adrift, and the board wants miracles by Monday, Pennebaker’s podcast, Rethink Change, is where innovators and disruptors go for clarity.
Hosted by Founder Ward Pennebaker and President Matt Pennebaker, this podcast delivers sharp insights from battle-tested leaders who’ve navigated chaos and turned challenge into momentum. You’ll hear from executives from startups to global behemoths, from a wide range of industries. No fluff. All results. These conversations reveal what actually works, enabling you to think differently and act smarter.
Get Connected with Rethink Change:
- Website: https://www.pennebaker.com/podcast
- LinkedIn: https://www.linkedin.com/company/pennebaker/
- Facebook: https://www.facebook.com/pennebakerbrand
- Bluesky: https://bsky.app/profile/pennebaker.bsky.social
- Instagram: https://www.instagram.com/pennebakeragency/