From Education to Branding Magic: A Conversation with Founder Lynn Tickner
Jul 25, 2024
Lynn Tickner is the founder of Ink and Key, a full-service creative branding and marketing agency that helps companies and individuals build, launch, and grow their brands. Lynn's journey into the world of branding and marketing began eight years ago, and it's been a remarkable transformation from her previous career. But her career didn’t start in marketing.
In fact, Lynn's background is in education. She was an elementary school teacher with a master's degree in early childhood education. She also homeschooled her children and created a publishing company for her school district, enabling students to write and publish their own books. Despite her passion for education and writing, Lynn found herself struggling financially and in an unhappy marriage.
To help make ends meet, Lynn turned to copywriting and naming contests online. She discovered crowdsourcing platforms where businesses sought naming ideas and marketing copy. Lynn quickly realized she had a knack for this and started winning contests, earning money to support her family. Her empathy and problem-solving skills played a significant role in her success, allowing her to understand and meet the needs of business owners seeking the perfect name for their brands.
Lynn's experience in these naming contests highlighted the frustrations of clients; business owners were overwhelmed by the sheer volume of often mediocre name suggestions, while Lynn, with her strong empathy and desire to help, felt limited by the lack of direct communication with clients. This frustration sparked the idea for Ink and Key, a business that would offer a more personalized and effective solution.
With a small team, Lynn launched Ink and Key. The name "Ink and Key" symbolizes the connection between the typewriter key and the ink, creating words that convey ideas. This metaphorical name perfectly encapsulates the essence of her business.
One of the most rewarding aspects of Lynn's work is helping entrepreneurs build their brands from the ground up. She shared a particularly memorable project involving a disaster restoration company in California called Restoration Heroes. Lynn and her team were tasked with creating clear, empathetic, and effective messaging and design for materials given to homeowners facing stressful situations like floods or fires.
Lynn's empathy was crucial in crafting messages that would resonate with homeowners in crisis, ensuring they could easily understand the next steps in the restoration process. This project highlighted the power of empathy in marketing and the importance of clear, concise communication.
Over the years, Lynn has learned valuable lessons about naming and branding. One key takeaway is the importance of having a strong mission and vision for your brand. It's crucial to choose a name that can evolve with your business as it grows and changes. Lynn emphasizes the need for flexibility, allowing your brand to adapt to new opportunities and challenges.
She also debunks the myth that choosing a name is a love-at-first-sight experience. Instead, it's an objective marketing decision based on criteria established before starting the naming process. Having multiple good name candidates is essential, as legal considerations and other factors can impact the final choice.
Lynn attributes much of her success to her top strengths, identified through the CliftonStrengths assessment: Empathy, Individualization, Positivity, Developer, and Includer. These strengths have enabled her to connect with clients on a personal level, tailor messages to their needs, and build a supportive and effective team.
Her empathy allows her to understand and address the emotions and challenges of her clients and their customers. Individualization helps her customize messages and solutions for each unique situation. Positivity and Developer strengths enable her to see potential and nurture growth, while Includer ensures everyone feels valued and involved.
Lynn Tickner's journey from an elementary school teacher to the founder of a successful branding and marketing agency is a testament to the power of empathy, creativity, and resilience. Her story inspires entrepreneurs and corporate leaders alike, showing that with the right mindset and support, anyone can turn their passion into a thriving business.
About Lynn Tickner
Lynn Tickner is the founder of Ink and Key, a full-service creative branding and marketing agency that helps companies and individuals build, launch, and grow their brands. She's also a StoryBrand Certified Guide, a proud mother of two fantastic adults, and a dog grandma to a maltipoo named Stanley.
Episode Minutes:
- Minute 5:00 - Building a Successful Branding Business
- Minute 9:00 - Leveraging Strengths in Business
- Minute 29:00 - The Power of Dreams
Episode Links:
- Learn more about Ink and Key
- Get your copy of The Strengths Journal
- Visit Dana Williams Consulting Website
Did you enjoy this episode of Dominate Your Day?
If so, please rate, review, and follow us on Apple Podcasts or Spotify! This helps more people find Dominate Your Day, so they can learn to live in their strengths, transform their life, and dominate their day.
Rate, review, and follow the podcast on:
Journal your way to a life with purpose
The Strengths Journal™ is the only Gallup-certified, daily planner that guides you to live in your strengths every day. No more leaving your CliftonStrengths Assessment in your desk drawer. Now you can use The Strengths Journal™ to channel your unique strengths and dominate your every day! Get your copy of The Strengths Journal™ here.
Ready to take the next step in dominating your day?
- Set up a free 15-minute discovery call
- Join our email list to receive FREE Monday Motivation emails each week
Sign up for the Weekly Leader's Digest
Each week we'll send you easy action items you can incorporate into your daily work routine to help you become a better leader.
By signing up, you are joining the Dana Williams Co. email list. We never sell our data. You can unsubscribe at any time.
