Keeana Barber is the current CEO of WDB Marketing, a design and printing agency. She began her career in promotions and graphic design, but soon transitioned WDB to become a full-service marketing agency and printing manufacturer.
To date, her company services roughly 1,000 businesses per year, focusing on supporting small businesses with their brand identity, marketing strategies and creation of their marketing collateral. WDB’s past and current clients include Chicago Urban League, Just Turkey, University of Chicago, Sip and Savor, Chicago State University, and The Black Pages.
Barber is also the founder of the WDB L.E.G.A.C.Y. Awards, an annual gala that celebrates the impact of Black entrepreneurs. In addition to her business endeavors, Keeana is passionate about giving back to the community. She is the editor of a community-based publication, What’s Da Bizniz newspaper, and sits on the board of Chamber 57 and Neighborscapes.
N’DIGO recently sat down with Barber to learn more about WDB Marketing, their L.E.G.A.C.Y. Awards Gala, and what else she has planned for the near future.
N’DIGO: Please tell us about WDB Marketing.
Barber: WDB Marketing is a full-service design, marketing, and printing agency. Our services including everything from graphic design to websites and full marketing campaigns. We have been in business since 2006 and to date, have serviced over 5,000 businesses. We work with all sizes of businesses, from small mom and pops to mid-size corporations. Past clients include Sip and Savor, Harold Washington Cultural Center, The Common Ground Foundation and the University of Chicago.
What are some of the unique struggles you’ve faced as a minority entrepreneur?
My struggles were just like that of most entrepreneurs, lack of resources, and lack of mentorship early on in my business. I started my company in honor of my brother Bobby Barber, who was killed in November 2004. I worked out of pure passion and a determination to keep his legacy alive. I had little money or guidance on how to succeed, which is why it was important for us now to host events like the L.E.G.A.C.Y. Awards. My goal is to help the next generation of entrepreneurs get to where I am faster.
What are three of your personal keys to business?
1. Customer service is the most important aspect of marketing. My company is a service-based business that supports other entrepreneurs; if one receives a bad experience then that news travels fast. No amount of marketing dollars can fix a bad reputation. Work on the culture of your company and the service you give, and the people will come to you.
2. Be better than you were yesterday. Every day in business, we get a chance to do things better and learn from our challenges yesterday. Never get comfortable with where you are in business. Always be reflective of what can be done better and constantly work to improve your business.
3. Give back. Everything that I have ever given to someone, I have gotten back times 10. I didn’t give in order to receive, but when you bless others with your knowledge, your time, your grace, it comes back to you. There have been plenty of times I have discounted a person’s order because I knew that was all they could afford; the next day I received an unexpected order for 10 times that amount. The universe is reciprocal, and if you only are only taking from the world, you leave room for nothing to be given back to you.
How did the idea come about for the L.E.G.A.C.Y. Awards Gala?
The event started as a celebration of our 10-year anniversary. Our goal was to connect our amazing network of business owners and honor some great people from the community. The first year over 500 businesses attended, and we knew we had tapped into a need. The event features everything from an awards gala, and a Black restaurant showcase to a young entrepreneur pitch contest.
Tell us about your most recent awards gala?
We had an absolutely amazing time! We brought out some of the best and brightest, and they came ready to network and celebrate with each other. This year we had over 15 Black restaurants featured! Some of them included Lexington Betty Smokehouse, Unbeatable Eatables, Do Well Lemonade, Soul Shack, Chef Lisa Kaye, and Shawn Michelle’s Ice Cream. We also had some amazing honorees this year, including Cook County State’s attorney Kim Foxx, global businessman Olivier Kamanzi, The Circle Foundation, Thomas Crosby of the Insurance Exchange and Andrea Zopp, CEO of World Business Chicago.
Every year people leave not only inspired by the stories of our honorees and young entrepreneurs, but inspired by the greatness that is in the room. We have so much talent right here in Chicago; when we work with each other, great things happen.
How do you think Chicago’s Black business community can do better in regards to being unified and helping each other?
We can do better by understanding that we need each other in order to grow. We must begin to focus more on collaborating and supporting one another. There is enough business for everyone; we are not each other’s competition. When I support a Black business, that strengthens them and increases their chances of surviving. Strong businesses are necessary for our community. We create jobs, provide economic stability and empower the community.
Can you name a book that changed or really impacted your life and give a sentence about why?
Good to Great by Jim Collins. I can’t say this changed my life, but it showed that 97 percent of companies in the world never make it a status of being great. It pushed me to want to be a part of that 3 percent.
What’s something people would be surprised to know about you?
People would be surprised to know that I’m more of an introvert. The business has forced the extrovert out of me, but I’m more comfortable in the role of observing rather than speaking.
Best advice or words of wisdom to young entrepreneurs?
My advice would be to not just fall in love with the idea of being in business, but fall in love with the idea of how you will make it work. Being successful in business is no easy feat. You have to clearly define what success looks like and create a very specific plan on how you can get there. Then, get to work!
Favorite quote or affirmation?
You become what you believe.
What’s next for Keeana Barber and WDB Marketing?
What’s next for me is that I am finishing up my first book, Destined for Business: 7 Keys to Entrepreneurial Success & Million Dollar Growth. I am a business nerd, so I am so excited to finally share the things I’ve learned from the thousands of businesses I have worked with!
We are also expanding the services of my company WDB Marketing. We recently launched a podcast station and have a new bi-monthly magazine, VoiceoftheChi.com. Long-term, I want to personally be responsible for 100 companies hitting the 7-figure mark in their business. Business isn’t only about making money, but economic stability is important to building strong communities, and I truly believe that Black entrepreneurs are the key to us rebuilding our communities.
For more information on WDB Marketing, visit www.wdbmarketing.com.
