The keys to success: celebrating 21 years of building brands

When someone reaches their 21st birthday, the tradition is to give them ‘the key to the door’. As marketing agency Koobr celebrates 21 years in business, founder and director Craig Barker reveals some of the keys to its success. His firm has been building brands since 2003. Here he shares the lessons learned, challenges faced and what the future holds for Koobr.

Craig, you started your business journey back in 2003. What were the early days like, and what motivated you to start Koobr?

The early days were a mix of excitement and challenge, and truth be told these feelings remain the same today.

I’ve always had the ambition to build something great, and as a graphic designer by trade, it made perfect sense to start a creative agency.

I wanted to build an agency that truly understood its clients’ needs and delivered impactful results.

From the beginning, my vision was to build a legacy that lasts, based on strong values that genuinely make a difference.

Our aim has always been to be the trusted partner for businesses looking for innovative and creative solutions.

Looking back, what would you say were the standout moments that really shaped Koobr’s journey and growth over the years?

There have been a few key moments that have shaped our journey. Landing our first major client was a game-changer – it gave us confidence in our work and allowed us to grow.

Embracing other services such as digital marketing early on was another pivotal step for us; it allowed us to broaden our horizons while keeping up with the industry’s evolution.

We were then empowered to hire our first team members, which really marked a new chapter for Koobr and reflected how far we’d come from the initial one-man-band start-up phase.

Along the way, our focus on collaboration and innovation has helped us stay ahead of the game.

What’s been a key lesson you’ve learned as a business owner?

For a long time in my business career, I was looking for a saviour. A dream client or contact who would open doors for me and take my business to the next level.

What I was doing here was not taking ownership and responsibility. I came to the realisation that the person was, in fact, me.

Once I changed my thought process and took extreme ownership, as we call it here at Koobr, things really changed for the better.

I was the one who was creating the opportunities, opening doors, setting clear expectations and taking responsibility.

How has the industry changed over the past two decades, and how has Koobr evolved with it?

The industry has become much more data-driven and technology-focused.

Client’s want measurable results, not just creative ideas. To stay ahead, we evolved early on, integrating data analytics and digital marketing into our services, which transformed us from a traditional design agency into a full-service creative marketing agency, capable of handling all aspects of marketing for our clients.

We’ve fully embraced the rise in AI too; when used correctly, it can be a useful tool to help enhance efficiencies and personalisation.

Reflecting on your personal journey, how have you grown as a leader?

I’d say I’ve learned the importance of delegation and trust. Initially, I was involved in every aspect of the business, but as we grew, I realised I needed to focus on the bigger picture.

This allowed me to be more strategic and to invest in developing our team.

Leadership, I’ve found, is about creating an environment where everyone can thrive.

And, as they say, if you’re the smartest person in the room, you need to find a new room with people who inspire you to grow.

After 21 years as a business owner, what have you learned?

Resilience is key. Challenges will always arise, but it’s how you respond to them that determines your success. I’ve learned to stay true to my vision while being flexible enough to adapt.

Building a strong, supportive team has been crucial, and trust has always remained the uncompromising foundation of Koobr.

Trust in the team, trust from our clients, and the trust we work to build for our clients.

If someone came to you for advice on starting their own marketing agency, what would you tell them?

Start with a clear vision but be prepared to adapt. Take calculated risks, build strong relationships with your clients and invest in your team.

Foster a culture that encourages happiness, creativity and collaboration.

What do you hope Koobr’s legacy will be?

I hope Koobr’s legacy will be that of an agency that consistently delivers outstanding work and makes a genuine impact for our clients.

I also hope our approach to business, focusing on building brand trust and long-term partnerships will stand as a model for others.

Ultimately, I’d like Koobr to be known as a place where creativity and business success thrive together, proving that they can go hand in hand.

You’re a Marketing Derby Bondholder – how important is being a Bondholder to you and how does it help your business?

Being a Marketing Derby Bondholder means a lot to Koobr. We really pride ourselves on being at the heart of the Derby business community, and we’re passionate about seeing Derby prosper.

Marketing Derby plays such a pivotal role in shaping the future of Derby, and being a Bondholder allows us to connect with other great businesses that share our love for the city.

It’s about more than just business; it’s about being part of something bigger and helping the city go from strength to strength.

Finally, looking to the future, what’s next for Koobr?

The future is looking very exciting for us. We’re focused on expanding not just our client base, but also the range of services we provide.

Strengthening our international presence is also on the horizon.

Trust and innovation will remain at the heart of what we do, along with our commitment to pushing the boundaries of creative marketing.

And speaking of exciting developments, we’ve got something big coming up very soon – so be sure to watch this space!