Focus On Brand
By Focus Lab
focuslab.agency | odibrand.agency
Focus On BrandFeb 15, 2023
The Debrief: Thrive Digital Rebrand
Thrive Digital is a world-class growth marketing partner focused on paid acquisition, creative and measurement science. Focus Lab CEO Bill Kenney chats with Thrive Digital's Founder and President Jonathan Becker about embarking on a rebrand just as the world started shutting down due to the pandemic, and how why they prioritized the rebrand regardless. Check out Thrive Digital at thrivedigital.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.
The Debrief: Dig Insights Rebrand
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.
Insights: 5 Simple Steps to Write for Your New Brand
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.
The Debrief: Surfe Rebrand
More than a tool, Surfe (ex-Leadjet) is the modern company for the next wave of revenue teams. Focus Lab CEO Bill Kenney chats with Surfe co-founder and CEO David Chevalier. They discuss how and why Surfe renamed (twice), the importance of not trying to please the CEO, and all of their company dreams coming true. Check out more of our work together at focuslab.agency/work/surfe
- 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.
Insights: Our Secret Sauce to Understanding Your Brand
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.
Fireside: Early-Stage Branding with Devin Richards
Genina Ramirez, the Chief Growth Officer, chats with our Odi Managing Director, Devin Richards, about why organizations should - and shouldn't - invest in brand early on, Devin's perspective on his role at Odi, and important lessons he's learned working with brands for the last decade.
The Debrief: Openly Rebrand
Check out Openly at openly.com
The Debrief: Cuttlesoft Rebrand
Cuttlesoft is a creative product development agency crafting beautifully designed and highly scalable software solutions. We kicked off our work together in November of 2020, after Cuttlesoft realized the limitations of their previous brand. Focus Lab CEO Bill Kenney chats with Cuttlesoft co-founders Emily Morehouse and Frank Valcarcel about their rebrand and the challenges of balancing your opinions with objective strategy.
Check out Cuttlesoft at cuttlesoft.com
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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.
Insights: Audience Messaging Framework
The Audience Messaging Framework is a jumping-off point for all the stories a brand can tell. But importantly, and maybe surprisingly, it doesn’t include any actual messages themselves. So what is it? In today's episode, brand writer Sebastian Fryer tackles exactly that question in his article, “What Is the Audience Messaging Framework and How Do I Use It?"
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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.
Why Tango Believes Investing in Brand Early Is Essential
We had to opportunity to chat with Tango's CEO Ken Babcock about the Tango rebrand several months ago, but this time around we're focusing on the why. Tango invested in their brand before their product launch - a novel strategy for lean startups - and saw unexpected positive returns on their growth. Focus Lab CEO Bill Kenney chats with Tango co-founder Daniel Giovacchini about our work together and why they chose to prioritize brand early in their company lifespan.
"You can't serve burnt pizza and expect to get feedback on the pizza."
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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.
Rebrand Advice From Seven Clients That Have Gone Through It
In the Debrief, we ask past clients about their experiences going through a rebrand: the surprises, the learnings, the challenges. At the end of each episode we ask "If you had one piece of advice for someone considering going through a rebrand, what would it be?" Here are their answers.
Featuring excerpts from our Debrief episodes with Kion, Locally, Marketo, Tango, Salesloft, Luminate, and Focus Lab.
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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.
Insights: How to Write a Purpose Statement That Actually Matters
What's the purpose of a purpose statement? Because purpose statements are so powerful, they're vulnerable to bloat and buzzwordery. Focus Lab's Genina Ramirez reads, "How to Write a Purpose Statement That Actually Matters" by brand writer Idoia Gkikas.
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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 On Brand Show Trailer
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.
The Debrief: Salesloft Rebrand
As the #1 Sales Engagement solution in the market, Salesloft is beloved by its users, but the previous brand lacked energy and prominence. It was time for the world to immediately understand its distinction. Focus Lab CEO Bill Kenney chats with former Salesloft CMO Sydney Sloan about our work together and how you can never invest too early. And this episode marks the end of Season 2! We're taking a break for the holidays and we'll see you in 2023 with new episodes.
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.
10 Minutes on Brand: Brand Trends in 2022
Skinny jeans are out, or are they back in? Trends are common in fashion, but trends ripple through the world of design and brand too. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and design director Natalie Kent chat about trends they've noticed in the world of branding lately.
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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.
The Debrief: Luminate Rebrand
Formerly P-MRC Data, Luminate approached Focus Lab as it was undergoing a reorganization and rapid growth. The previous brand portfolio lacked meaning and was scattered across legacy and adjacent brands, and the future identity needed to be direct, memorable, and future-facing. Focus Lab CEO Bill Kenney chats with Luminate CEO Rob Jonas about our work together and the importance of a good foundation.
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.
Insights: How To Identify Your Competitive Landscape
We all want to have the winning formula. For those going through a rebrand (and in most other competitive environments), it's crucial to know who else is competing. Knowing where you fit among direct and indirect competitors can help you win customers and brand loyalty. Focus Lab's Genina Ramirez reads, "How To Identify Your Competitive Landscape" by brand strategists Jason Garvale and Anna Beyerle Rosen.
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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: Rebrand vs Refresh
We frequently encounter people with different definitions of a “rebrand” and a “brand refresh.” At Focus Lab, a rebrand involves significant changes to your brand and is often appropriate when something has shifted within your business, ie. you’re targeting a new customer, breaking into a new market, repositioning, etc. Whereas a refresh is a more of an evolution of your existing brand elements. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand strategist Anna Beyerle Rosen dig deeper into how to think about a rebrand versus brand refresh.
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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.
The Debrief: Rebranding Focus Lab
Over a year ago, Focus Lab embarked on a rebrand. As a branding agency that's handled hundreds of rebrands for our clients, we had a lot of thoughts. In this episode of the Debrief, Genina Ramirez sits down with our three partners — Bill Kenney, Erik Reagan, and Will Straughn — to talk through the project, the hurdles we faced, and how everyone's feeling a year out.
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.
Insights: Who's Driving Your Rebrand
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.
10 Minutes on Brand: Brand Horror Stories
It's a special Halloween episode of 10 Minutes on Brand! And what keeps a brand agency up at night? Brand launches gone awry. Focus Lab’s Will Straughn and Bill Kenney discuss some infamous brand launches and how to get through it.
0:00 - Intro
0:57 - Brand Leaks
4:13 - Public Pushback
8:11 - Logo Comparisons
The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep.
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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.
Insights: Lead With Your Brand Through A Recession
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.
The Debrief: Locally Rebrand
Locally helps connect local retailers with online shoppers. After roughly seven years in business, the brand had become disjointed and lacked scalability. Focus Lab worked with Locally on their rebrand to prepare them for that next phase of growth. Focus Lab CEO Bill Kenney chats with Locally Founder and CEO Mike Massey about our work together and how the final direction almost didn't make it passed the chopping block.
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.
Insights: How Your Brand Can Build Resilience During a Recession
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.
Insights: Branding Your Early-Stage Venture
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.
10 Minutes on Brand: Brand Attributes
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand strategist Haley Bridges chat about brand attributes. Brand attributes are the traits that guide our work towards a true manifestation of our clients’ identities.
0:00 - Intro
0:54 - What are brand attributes?
1:22 - How do we use them as part of our branding process at Focus Lab?
4:10 - What makes for an effective attribute?
5:36 - What makes for an ineffective attribute?
6:54 - How can we go one level below on a common attribute?
9:05 - What are the differences between attributes and archetypes?
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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: Brand Archetypes
Archetypes are iconic narratives representing a prevailing experience, developed by psychologist Carl Jung. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand writer Idoia Gkikas discuss archetypes as they apply to brands.
0:00 - Intro
0:58 - What are brand archetypes?
1:51 - Do we help our clients land on what their archetypes should be?
2:42 - What are some examples of companies and their associated archetypes?
4:04 - How do you use brand archetypes in your brand communications work?
5:10 - Are there any archetypes that people should avoid since they’re overused and cliche?
6:44 - Should you stay away from choosing the same archetype as one of your competitors?
7:55 - Do you have any favorite archetypes?
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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: Internal Brand Launch
Rebrands are an exciting time for a company and employees are going to be particularly invested. When is the right time to share a rebrand with the internal team? This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Project Management Director Charisse Bennet discuss the internal brand launch.
0:00 - Intro
0:57 - When should a company let their employees know they're going through some sort of brand evolution exercise?
2:14 - Is there anything else you should share with the team between the announcement and the final reveal? Or do you just go dead silent at that point?
4:49 - Once the rebrand is completed, what are the first steps clients should take to prepare for that internal rollout?
6:17 - Any recommendations of what should be shared when doing that internal rollout?
8:10 - What do you do if your brand leaks, either before launch or while you're in the middle of the work?
The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep.
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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: Early-Stage Branding Division
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Devin Richards chat about Focus Lab's new division specifically tailored to branding early-stage B2B companies. Start-ups, angel, seed, and pre-seed stage B2B technology companies have specific challenges and opportunities when it comes to a branding project.
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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.
Insights: Brand Attributes
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.
Fireside: Brand Writing with Wade Livingston
Welcome to Focus Fireside; a series where we sit down with a Focus Lab team member to learn more about their role, their perspective on branding, and important lessons they’ve learned. Today Genina Ramirez, the Business Development Manager here at Focus Lab, chats with Brand Writer Wade Livingston.
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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
10 Minutes on Brand: Market Research
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Shabnam Gideon chat about a big topic in creative communities: market research. When is market research helpful during a branding project, and why doesn't Focus Lab do focus groups?
0:00 Intro
0:35 What does "market research" mean?
3:37 Why does Focus Lab not do market research during branding engagements?
7:40 Any last minute pieces of wisdom about how brand leaders should think about market research in terms of how they could utilize it when going through a rebrand?
The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep.
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: Recession and Brand Communications
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Amy Nance chat about the looming recession — and how brands should adapt to a new reality for their customers.
0:00 Intro
1:21 In times of potential recessions, why might a company look to prioritize brand communications?
3:04 Would you mind clarifying exactly what brand communications are?
4:07 How should brand communications change to reflect potential economic uncertainties? Are there some key things that brands should do?
7:48 Do you think brand affects internal culture, particularly when people may be feeling on edge right now?
The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep.
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.
The Debrief: Bitwise Rebrand
Working with the industry’s most impactful businesses and government agencies, Bitwise is a digital services company that uses mission-focused technology transformations to streamline governance decisions, surface critical insights into information, and better support communities around the world. The company built a strong reputation for itself with minimal branding, but approached Focus Lab to help take them to the next step in their evolution. Bill Kenney chats with Matt and Allison Powell to talk about our work together and how the rebrand has been performing.
See more of our work with Bitwise at bitwise.tech
0:00 - Intro
3:43 - How did you know it was time to rebrand?
9:07 - Was there a particular pain point that you were looking to solve?
11:40 - What was the decision making process for finding the right agency?
16:47 - What was the most challenging part?
21:39 - What was the most rewarding part?
24:30 - What was the most surprising aspect of the project?
29:09 - How’s the new brand performing?
35:30 - 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.
Insights: Co-Creating The Brand You Want
The brand you want isn’t out there waiting for you to discover it, and it sure doesn’t just happen. You play a real part in its creation. As brand strategists (brand therapists?), our job is to help you see both sides of the story. Focus Lab Strategy Director Shabnam Gideon shares seven steps you can take to get the most value out of your brand project in her article, "Co-Creating The Brand You Want."
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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.
The Debrief: Zello Rebrand
Zello had already built the most popular push-to-talk app, but it needed a brand that spoke more directly to enterprise and business communication clients. Focus Lab CEO Bill Kenney chats with Zello Brand Director Todd Calvert about our work together and how a rebrand project strengthened their company as a whole.
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.
10 Minutes On Brand: Debranding
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Natalie Kent chat about debranding—the process of simplifying a logo and visual language. This episode's will dive into questions like: Is debranding a just a trend? Why are more and more brands simplifying their logo and systems?
The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep.
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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
Insights: B2B Branding in the Modern World
This blog was originally published on Fast Company on March 8, 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
Insights: The Impacts of Color on a Brand
Color can support a larger brand story, unite a visual identity, and deliver a mood in a way that sometimes only color can do. Genina Ramirez reads, "The Impacts of Color on a Brand" by Focus Lab CEO Bill Kenney.
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
The Debrief: Tango Rebrand
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.
FOLLOW US:
►Podcast: https://anchor.fm/focuslab
►Instagram: https://www.instagram.com/focuslabllc/
►LinkedIn: https://www.linkedin.com/company/focu...
►Dribbble: https://dribbble.com/focuslab
►Web: https://focuslab.agency
Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency
10 Minutes on Brand: Brand Architecture
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Anna Beyerle Rosen chat about brand architecture. The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep. This episode's will dive into questions like: What is "brand architecture" and why does it matter? Does a family of brands need to feel connected?
We hope you enjoy this episode of 10 Minutes On Brand! Be sure to leave us any comments or questions. If you have a specific topic you'd like us to discuss in an upcoming episode, let us know.
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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
Insights: The Biggest B2B Value Driver in the Intangible Economy
Companies investing in intangible assets outperform their peers. For high-growth companies, their most valuable intangible asset is their brand. And an exceptional brand experience is something that cannot be touched by competitors. Focus Lab's Genina Ramirez reads an article from our Design Director, Natalie Kent, “The Biggest B2B Value Driver in the Intangible Economy.”
This article was originally published to Focus Lab.
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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
The Debrief: Kion Rebrand
With a new name, Kion — formerly cloudtamer.io — needed an identity that established it as a trusted technology partner and innovator in the cloud-management space. Focus Lab CEO Bill Kenney chats with Kion's CEO Brian Price and VP of Marketing Marianna Noll about our work together and why an early investment in brand is an investment forward.
Kion partnered with Focus Lab on their rebrand in 2021. See more of our work together: focuslab.agency/work/kion
0:00 - Intro
3:02 - How did you know it was time to rebrand?
14:55 - What was the decision making process for finding the right agency?
21:17 - What was the most challenging part?
41:21 - How's the new brand performing?
51:58 - 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.
FOLLOW US:
►Podcast: https://anchor.fm/focuslab
►Instagram: https://www.instagram.com/focuslabllc/
►LinkedIn: https://www.linkedin.com/company/focu...
►Dribbble: https://dribbble.com/focuslab
►Web: https://focuslab.agency
Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency
Insights: A Position on Positioning
When it comes to positioning, any company other than “a first” will struggle to differentiate itself on features and product alone — especially in the B2B world awash in buzzwords and jargon and “my product stack is bigger than yours.” That’s why brand positioning is so important — and why brands should embrace some higher benefit that appeals to your audience on a deeper level. Shabnam Gideon, Strategy Director at Focus Lab, reads her article, “A Position On Positioning.”
This article was originally published to Focus Lab.
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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
Fireside: Design Leadership with Natalie Kent
Welcome to Focus Fireside; a series where we sit down with a Focus Lab team member to learn more about their role, their perspective on branding, and important lessons they’ve learned. Today Genina Ramirez, the Business Development Manager here at Focus Lab, chats with our Design Director, Natalie Kent.
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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
Insights: Brand Archetypes, Universal Truths
The Hero. The Outlaw. The Lover. Archetypes are a standard set of human constructs. They are not confined by language, culture, time, or gender — instead an iconic narrative representing a prevailing experience. Focus Lab brand strategist Haley Bridges reads her article, "Brand Archetypes, Universal Truths."
This article was originally published to Focus Lab.
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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
Insights: Three Steps To Determine If Your Brand Is Competitive
Today, brands can no longer compete on just features and prices. To truly lead in your category, you also need to lead with your branding. A strong, best-in-class brand can be the factor that breaks you out of the commodity battle and positions your organization for success. Focus Lab Chief Growth Officer Will Straughn reads his article, “Three Steps To Determine If Your Brand Is Competitive."
Originally published on Forbes on October 29, 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 and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
The Debrief: Marketo Rebrand
In 2018, marketing engagement leader Marketo approached us to redefine their brand identity after more than a decade operating under the banner of purple growth bars. Unbeknownst to us at the time, Marketo was in the process of being acquired by Adobe for $4.75 billion. Focus Lab CEO Bill Kenney chats with Sarah Kennedy Ellis and Sergio Claudio—two former Marketo team members that were instrumental to the rebrand project—about our work together and what happens behind the scenes when a hugely influential company rebrands.
See more of our work together: focuslab.agency/work/marketo
00:00 Intro
1:34 How did you know it was time to rebrand?
8:45 What were you looking for in a rebrand partner?
15:58 What was the most surprising aspect of the project?
19:12 What was the most challenging part of the project?
28:03 What was the most rewarding part of the project?
34:30 What was it like to get acquired as you were rolling our a rebrand?
43:45 What would you have done differently, knowing everything that you know now?
47:14 What words of advice would you offer to people entering 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.
Fireside: Brand Strategy with Haley
Welcome to the first episode of Focus Fireside; a new series where we sit down with a Focus Lab team member to learn more about their role, their perspective on branding, and important lessons they’ve learned. Today Genina Ramirez, the Business Development Manager here at Focus Lab, chats with one of our Brand Strategists, the perpetually thoughtful, Haley Bridges.
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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
Season 2
Thank you for listening to Focus on Brand! Season 2 is kicking off in January and we’ve got some great stuff in store: an inside look into how a branding agency rebrands, conversations with the decision makers behind some of our most impactful rebrands, and more insights into everything 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, 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
Insights: From Facebook to Meta
When Facebook became Meta, it was headline news. Particularly in the world of branding. But after years of bad publicity, is a name change too little, too late? Focus Lab Chief Growth Officer Will Straughn reads his article, "From Facebook to Meta: The Power of a Rename."
This article was originally published to Focus Lab.
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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
Insights: The Truth About Positioning and Messaging
Occasionally, a Chili Cook Off inspires reflection into brand messaging and positioning. This is one of those times. Are they the same thing? Can I skip one? No and no. Focus Lab Brand Writer Amy Nance reads her article, “The Truth About Positioning and Messaging.”
This article was originally published to Focus Lab.
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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
Insights: Lead with Story
A brand without a clear story and resulting position leaves its customers filling in the gaps. Focus Lab CEO Bill Kenney reads his article, "Why Best-in-Class Brands Lead With Story."
This blog was originally published at Fast Company on October 12, 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
Insights: The Game-Changing Power of Brand Stories
A good story can transcend cultures and withstand centuries because stories connect. We yearn for connection in all things. And the brands we buy are no different. A brand story has the power to connect everything within your organization with the people that you serve in a purposeful and consistent way. Focus Lab Brand Writer Idoia Gkikas reads her article, “The Game-Changing Power of Brand Stories.”
This article was originally published to Focus Lab.
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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
Insights: When Is the Right Time to Rebrand?
When a customer experiences your brand, do they just get a list of features and products in a silo, or do they gain a deeper understanding of what you stand for and why you are right for them? Do you appeal to them beyond the surface? Focus Lab CEO Bill Kenney reads his article, "When Is the Right Time to Rebrand?"
This blog was originally published at Fast Company on September 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
Insights: Rushing Your Rebrand Is Risky Business
Branding/rebranding is executed for a very specific reason, and it’s often critical to an organization’s foundation. Rushing through these important inflection points is more than risky—it’s bad business. Focus Lab CEO Bill Kenney reads his article, "Rushing Your Rebrand Is Risky Business."
This blog was originally published to Fast Company on August 12, 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
The Debrief: Rows.com Rebrand
Focus Lab CEO Bill Kenney chats with Humberto Ayres Pereira, CEO of Rows.com about their rebrand. Humberto discusses how they vetted potential brand agencies as an international client, the huge effect the rebrand has had on their hiring efforts, and the power of identifying the brand attributes of Rows during their strategy work.
Rows, originally dash-dash, partnered with Focus Lab on their rebrand in 2020.
This episode is also available on YouTube.
See more of our work together: focuslab.agency/work/rows
0:00 - Intro
2:00 - How did you know it was time to rebrand?
5:20 - What was the decision making process for finding the right agency?
16:23 - What was the most surprising aspect of the project?
18:57 - What was the most challenging part?
26:57 - What was the most rewarding part of the project?
32:03 - What has this rebrand allowed you to do that you couldn't do beforehand?
35:06 - How do you view the return on your investment into 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.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Insights: Great Branding Sets You Up for Great Marketing
When you develop a strategic plan for both your brand and your marketing efforts, you get the best result for your business. Anna Beyerle Rosen, a Brand Strategist at Focus Lab, reads her article, “Great Branding Sets You Up for Great Marketing.”
This article was originally published to our blog.
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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
Insights: How to Pick the Branding Agency for Your Rebrand
Genina Ramirez, Business Development Manager at Focus Lab, shares her article, “How to Pick the Branding Agency for Your Rebrand.” She's done hundreds of pitches and sales calls and she's learned what to consider when picking the right agency for a rebrand. And no, the answer isn’t “always pick Focus Lab!”
This article was originally published to our blog.
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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
The Debrief: Reify Health Rebrand
Focus Lab CEO Bill Kenney chats with Kent Siri, VP of Marketing at Reify Health, about our work together on their recent rebrand. How did they know it was time to rebrand? How did they go about picking an agency to work with? In the intervening 12 months, what has the rebrand done for the company?
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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
Insights: What You’re Forgetting for Brand Rollout
So, you’ve completed your beautiful brand project. Now it’s time to roll it out. Are you ready? Are you REALLY ready? Stephanie Taylor-Coleman, Brand Support Manager at Focus Lab, shares her insights after being on the front lines of many brand launches. This article is also available on our blog.
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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
Insights: Revealing Your New Brand
A successful rebrand requires a well-planned rollout. That is not debatable. Focus Lab CEO Bill Kenney reads his article, "Revealing Your New Brand," that discusses high level considerations for a brand rollout: Lead with a Story, Build Momentum from the Inside Out, Don't Try to Please Everyone, and Planning in Paramount. Next week, Brand Support Manager Stephanie Taylor-Coleman will go deeper into why planning is important and how to prioritize dozens (if not hundreds) of brand assets.
This blog was originally published to Fast Company on July 3, 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
Insights: Branding Is More Than a Logo
Your brand is the entire ecosystem around your company that leads to a feeling or perception in the eyes or hearts of your customers. In the same way that an orchestra needs a full collection of instruments working in harmony, a brand needs multiple thoughtful touchpoints.
This blog was originally published to Fast Company on June 29, 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
10 Minutes On Brand: Mascots
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Bill Kenney sit down to discuss brand mascots. The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep. This episode's will dive into questions like: What does a mascot accomplish for a brand? Why are they so rare for B2B companies? Is there an opportunity there for B2B companies?
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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
Insights: Vision Over Validation
Rebranding a company is scary. Will I get a return on this investment? How will I know it’s right? Here’s the thing: your brand is your reputation. Approach it with a clear vision and you’re already on your way to a successful rebrand.
Genina Ramirez reads "Vision Over Validation" by Focus Lab alum, JT Grauke.
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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
10 Minutes On Brand: The Good, The Bad, The Ugly
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Bill Kenney discuss the good, the bad, and the ugly of brands. The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep. This episode's will dive into questions like: What makes a brand “good?” What brands are doing a great job? What does a “bad” brand look like?
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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
Passing the Torch
Focus Lab co-founders Bill Kenney and Erik Reagan discuss the journey they took together over their first decade in business. They dive into how they met, the origins of Focus Lab, and what the future holds for the brand agency in 2021 and beyond as Erik passes the CEO torch to Bill.
This conversation was originally published to the Focus Lab Youtube channel in January 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
Insights: Why We Don't Do Market Research
Focus Lab does not do focus groups. We have our reasons, though.
Genina Ramirez reads "Why We Don't Do Market Research" by our Strategy Director, Shabnam Gideon.
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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
In Conversation: Brand Naming with Lexicon's David Placek
Focus Lab's CEO Bill Kenney chats with David Placek, President and Founder of Lexicon Branding, about his career in naming some of the world's most recognized companies. Lexicon is behind brands you probably interact with daily: Febreze, Sonos, Blackberry, Swiffer, Dasani, Impossible Foods.
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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