Focus On Brand

If you Google “brand concept” you’ll notice a landslide of business and marketing jargon. It may sound like a brand concept isn’t much different than a positioning statement or a value proposition. But it is! Brand concepts not only ensure your work is defensible, but that it will stand the test of time. Brand Strategist Anna Beyerle Rosen reads her article, “⁠How We Use Brand Concepts to Build Better Brands⁠.”

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

It is Odi's first episode of The Debrief! Odi is a B2B brand agency built from the team at Focus Lab specifically to serve early-stage startups. Today's guest, founder and CEO of Amplify Jess Schultz, discusses why she rebranded just a year into business, understandable fears, and important lessons learned. 0:00 - Intro 2:41 - What made you prioritize brand only a year into founding? 7:32 - What were your expectations, particularly as an early-stage founder? 8:33 - What was your biggest fear? 13:11 - What was the most challenging aspect of the project for you? 16:10 - What was the most rewarding aspect of the project? 19:03 - What is this new brand going to allow you to do that you couldn't do before? 21:21 - What would you tell a founder that doesn't think they need to invest in brand yet? 23:55 - What advice would you give to someone thinking about a rebrand? - Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab. ►https://odibrand.agency Looking for a brand agency? We would love to hear from you. Email us: hello@odibrand.agency

So what happens after a rebrand? How do you transition the shiny new brand guidelines to the actual Slides templates your team uses every day? That's where Brand Support comes in. Yohann Kurzweil, Project Manager on our Brand Support team, reads “Brand Support: Come for the Launch, Stay for the Learning” by Amy Nance.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Does "mission, vision, values" just sound like a bunch of corporate jargon to you? While they can be jargon-heavy if done poorly, we're here to break down what those messaging tentpoles SHOULD be and why they matter. Focus Lab brand strategist Jason Garvale reads, "The Power of Vision, Mission, Values, and Manifestos" by Jason Garvale and Amy Nance.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Learn more about Conquer Your Rebrand at conqueryourrebrand.com and visit Crossbeam at crossbeam.com.

0:00 - Intro

5:58 - How did you know it was time to rebrand?

7:15 - Discussing Bob Moore's brand conversion

26:20 - What did you find most challenging in the rebrand effort?

31:07 - What was the most rewarding part of the rebrand work through the lens of a founder?

37:10 - Discussing the ROI of a strong brand

41:30 - Why does investing in brand matter?

Four Kitchens cooks up some of the best sites on the internet with its content expertise, technical excellence, and affinity for mission-driven organizations. The agency partnered with Focus Lab at a critical time; from its roots in Texas, Four Kitchens had grown into a global company. After a recent merger and ahead of an acquisition, Four Kitchens found itself expanding — and in need of a brand custom-built to grow. Shortly before their rebrand launched, Focus Lab CEO Bill Kenney sat down with Four Kitchens' Todd Ross Nienkerk to discuss their work together. See more of our work with Four Kitchens at focuslab.agency/work/four-kitchens and visit Four Kitchens at fourkitchens.com.

Formerly Gtmhub, Quantive is purpose-built OKR software that helps ambitious companies of all sizes close the strategy execution gap. Quantive required a brand identity to match their big, audacious vision and showcase they are not just software or an idea — they are an entirely new way of working. In this episode, Focus Lab CEO Bill Kenney chats with Casey Carey, Chief Marketing Officer at Quantive, about launching in December, how they kept the company in the loop (and if that was a good idea), and more. See more of our work together at focuslab.agency/work/quantive and check out Quantive at quantive.com

There’s that old saying: “If you want to go fast, go alone. But if you want to go far, go together.” We’d say the same is true in the branding world. It won’t always make sense to hire an agency for your brand work, but you might be surprised how often it does. Focus Lab President and Partner Will Straughn reads, "Why Hiring an Agency for Your Branding Work Is Better Than Doing It In-House" by Will Straughn and Sebastian Fryer.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Very is the premier, end-to-end IoT engineering firm who partners with clients to build industrial systems that change the world. Very’s old identity had become a hindrance to the company’s overall growth strategy. Their independence, work ethic, and spirit of continuous improvement was so strong that we wanted to connect that to its name in their new identity. In this episode of The Debrief, Focus Lab CEO Bill Kenney chats with Very's CMO Emily Maxie, and Elizabeth Hague, Head of Brand and Demand Marketing. See more of our work together at focuslab.agency/work/very and check out Very at verytechnology.com

- ⁠Focus Lab⁠ is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

- Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Dig Insights is a tech-enabled insights and strategy consultancy that helps clients with custom research needs across the innovation lifecycle. And when Dig Insights rebranded, its innovation insights platform — Upsiide — needed to feel harmonious with the new brand, but still maintain its own identity. Focus Lab CEO Bill Kenney chats with Dig Insights' VP of Marketing Meagan Healey about this unique challenge, our work together, and internal alignment. Check out Dig Insights at diginsights.com

- Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Moment of truth, the big reveal. It's time to find the best words for your brand. Let's do it. Brand writer Wade Livingston reads his article, “Writing for Your New Brand: 5 Simple Steps."

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Over the years, we’ve honed a process that not only results in an enjoyable experience and outcomes that meet business goals, but also takes a lot of the unknowns and trial and error out of branding projects. The solution? Kickoff prep. Anna Beyerle Rosen reads her article, “Our Secret Sauce to Understanding Your Brand.” 

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus on Brand is the podcast from Focus Lab - a global B2B brand agency with over a decade of insights to share. Our weekly-ish episodes range from quick digestible readings of our blogs, interviews with Focus Lab team members — aka our boots-on-the-ground brand experts — and unfiltered honest conversations with our past clients, giving them the opportunity to share their rebrand experiences; from rocky moments to soaring successes.

Our purpose is to unlock the potential of the people around us, and we hope that this podcast and our insights help you unlock your potential, whether that's guiding your client through a sticky situation, leveraging brand to help your company flourish, or just learning more about the niche world of branding.

We're happy you're here. Now, let's get started.

See more of our work with Salesloft at focuslab.agency/work/salesloft  

0:00 - Intro
5:10 - We'd rebranded one of your competitors a few years prior. What was your perspective on that?
8:58 - What was the most challenging aspect of the entire project?
13:07 - Why green?
18:18 - What was the most surprising aspect of the project?
21:53 - Let's talk about the Focus Lab process.
28:06 - Can you walk us through all the planning to execute a rollout of this size?
38:35 - How can smaller companies still capture the momentum of a brand rollout?
42:06 - What was the ROI for this rebrand?
46:07 - What's the one piece of advice you'd offer to someone about to rebrand?  

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

See more of our work with Luminate at focuslab.agency/work/luminate  

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Check out our case study to see more and unlock an extended version if you're subscribed to our newsletter: focuslab.agency/FLrebrand

0:00 - Intro
0:54 - How does it feel to be one year post-launch?
2:23 - What made you decide it was actually time to rebrand Focus Lab?
7:56 - How do you rebrand a branding agency? What helped you all make the decision to actually go through the Focus Lab process?
11:40 - What was the most surprising aspect of the project, especially being owners of a brand agency?
15:46 - How do you empathize with clients now? Do you feel like there’s a shift now that you’ve gone through this process?
19:20 - Why do you think that it was so important to position ourselves as a B2B branding agency?
23:47 - Were there any challenging aspects to this project for you at all?
34:27 - What was the most rewarding part of the project?
42:44 - The brand has been out now for 12 months; what impacts have you felt?
45:50 - Do you think the rebrand has had an impact on our internal culture?
49:46 - What advice would you give to teams/individuals who are looking to go on this rebrand journey?

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Traversing hundreds of clients over 12 years in the branding space, we’ve experienced the mission-critical importance of defining a key leadership role within each rebrand project. At Focus Lab, we call this mission-critical role the “Driver.” Focus Lab's Genina Ramirez reads, "Who's Driving Your Rebrand by Bill Kenney." This article was originally published on BrandersMagazine.com on February 23, 2022. Written by Bill Kenney.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Branding is a critical aspect of any business. It’s how you communicate the unique value that your product or service offers to your customers. It’s what makes you stand out from the competition and drives customer loyalty. When done right, branding can make or break a company—especially during an economic downturn when everyone’s spending is down or being more closely scrutinized. Focus Lab's Genina Ramirez reads, "Lead With Your Brand Through A Recession by Will Straughn." This article was originally published on Forbes on July 12, 2022.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

See more of our work with Locally at locally.com 

0:00 - Intro
3:02 - How did you know it was time to rebrand?  
4:42 - What were you looking for in a rebrand partner?
10:46 - What was the most challenging part?
14:50 - What was the most surprising aspect of the project?
16:46 - What was the most rewarding part?
22:03 - How’s the new brand performing?
23:34 - Is there anything you can do now that you couldn’t do with the old brand?
23:59 - Do you have any words of advice for organizations looking to go through a rebrand?

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

A recession is the time to buckle down and invest in the foundation of your company—your brand—so you can take full advantage of the brighter skies ahead. Focus Lab's Genina Ramirez reads, "How Your Brand Can Build Resilience During a Recession by Bill Kenney." This article was originally published on Fast Company on August 25, 2022.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

We speak to many B2B startups in early funding stages, and we hear one question time and time again: “Is now the right time to make the investment in my brand?” Truth be told, there is no prescriptive, one-size-fits-all answer. But we have a few points of consideration to help determine if your organization should invest in branding sooner rather than later. Focus Lab's Dahlia Arado Lilleslåtten reads her article, "Branding Your Early-Stage Venture."

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

10 Minutes on Brand is brought to you by us, Focus Lab. Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

People expect utility from products, but they look for connections from brands. Luckily, one thing that already exists at every company is its essence, ethos – those seeds of personality that feel individual. We call them brand attributes. Focus Lab brand strategist Haley Bridges reads her article, "Brand Attributes: Quality Ingredients for Your Identity."

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

10 Minutes on Brand is brought to you by us, Focus Lab. Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

10 Minutes on Brand is brought to you by us, Focus Lab. Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

See more of our work with Zello at focuslab.agency/work/zello  

0:00 - Intro
2:02 - How did you know it was time to rebrand?
5:10 - What was the most challenging part?
9:05 - What was the most rewarding part?
13:06 - What was the most surprising aspect of the project?
20:18 - How's the new brand performing?
23:35 - What advice would you offer to anyone considering a rebrand?  

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency

This blog was originally published on Fast Company on November 16, 2021.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency

Tango is the only workflow intelligence platform that helps teams be their best at work by transforming process documentation from a chore they must do into an opportunity for continuous collaboration and improvement. After two years in business, Tango's identity felt fragmented and ready for a strategic upgrade. Focus Lab CEO Bill Kenney chats with Tango co-founder Ken Babcock about our work together and why they chose to prioritize brand, even before their public product launch.

0:00 - Intro
2:50 - How did you know it was time to rebrand?
7:07 - What was the decision making process for finding the right agency?
10:31 - What was the most challenging part?
13:19 - What was the most rewarding part?
15:54 - What was the most surprising aspect of the project?
17:08 - How's the new brand performing?
26:24 - What advice would you offer to anyone considering a rebrand?

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

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Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency