On the latest episode of the Turning Tables Podcast, host Kathleen Wood, founder of Kathleen Wood Partners, sat down with Scout Driscoll, founder and CEO of the award-winning Chicago branding agency, DesignScout. With over two decades in the industry, DesignScout specializes in transforming both emergent and established restaurants into personality-rich, Instagram-worthy brands. Notably, DesignScout is a 100% woman-owned and operated business.


During the conversation, Driscoll emphasized the importance of branding and how it communicates a company's personality. Using her client Benjyehuda as an example, she detailed how a confusing brand identity can hinder growth. The successful rebranding, which involved understanding the owners' preferences, led to a 40% increase in sales.


Driscoll's agency thrives on fostering an "owner-occupied" brand - one that is not wholly owned by private equity or venture capital but has a passionate founder at the helm. This approach leads to authentic and well-defined brands that not only serve as morale boosters but also significantly impact the company's financial success.


Driscoll and Wood also delved into key themes central to building a great brand. Understanding consumers beyond quantitative data, the importance of a brand's point of view, and the role of boldness in branding were among the topics discussed. Driscoll highlighted the need for brands to strike a balance between embracing technology and delivering a memorable guest experience. She concluded by underscoring the necessity of a substantial upfront investment for brands planning to expand.


DesignScout has an impressive portfolio, with clients such as Cooper's Hawk Winery & Restaurants, Protein Bar + Kitchen, and Goddess and the Baker. Scout Driscoll, known as a thought leader in the industry, has served as a panelist for the Beverage Tasting Institute's International Packaging Design Awards and a judge for the Restaurant Development + Design Magazine Awards.


Key takeaways from the conversation included:

• The Need for Authenticity: The "owner-occupied" brand, as Driscoll defined it, prioritizes authenticity. This model empowers founders who are fully invested in their brand's vision, ensuring that this vision permeates all branding elements. By doing so, they can resonate more effectively with their target demographic, rather than attempting to appeal to everyone.
• The Power of Bold Branding: Driscoll advised businesses to embrace bold branding. This involves making the brand visible everywhere possible and ensuring every visual touchpoint tells the brand's story. She reassured that while investing heavily in design might seem daunting, it is necessary for businesses aiming for growth and will yield returns in the long term.
• The Significance of "Brave Founders": Driscoll pointed out the importance of bravery in brand messaging and visuals, underscoring the need for founders to be 'all in' and authentic. This characteristic helps businesses connect more effectively with their customers, enhancing the overall brand experience.

To hear Driscoll share her one piece of advice and turn the table on Wood, tune into this episode of Turning Tables Podcast.