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PODCAST

Focus On Brand

A podcast from the team at Focus Lab, a global B2B brand agency building brands that lead and inspire. focuslab.agency

arts design

All Episodes

00:10:58

10 Minutes on Brand: Brand Attributes

Focus On Brand ·

2022/09/14

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

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00:10:20

10 Minutes on Brand: Brand Archetypes

Focus On Brand ·

2022/09/12

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

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00:10:49

10 Minutes on Brand: Internal Brand Launch

Focus On Brand ·

2022/09/05

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

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00:12:04

10 Minutes on Brand: Early-Stage Branding Division

Focus On Brand ·

2022/08/18

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. - 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

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00:07:31

Insights: Brand Attributes

Focus On Brand ·

2022/08/10

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." - Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in

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00:30:25

Fireside: Brand Writing with Wade Livingston

Focus On Brand ·

2022/08/04

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. - 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

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00:09:19

10 Minutes on Brand: Market Research

Focus On Brand ·

2022/07/28

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

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00:09:55

10 Minutes On Brand: Recession and Brand Communications

Focus On Brand ·

2022/07/20

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

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00:38:23

The Debrief: Bitwise Rebrand

Focus On Brand ·

2022/07/11

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

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00:09:17

Insights: Co-Creating The Brand You Want

Focus On Brand ·

2022/07/07

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." - Focus Lab is an established B2B brand agency that believes, without question, that the most

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00:30:32

The Debrief: Zello Rebrand

Focus On Brand ·

2022/06/22

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

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00:11:08

10 Minutes On Brand: Debranding

Focus On Brand ·

2022/05/25

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. - Focus Lab is an established B2B brand agency that believes,

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00:06:24

Insights: B2B Branding in the Modern World

Focus On Brand ·

2022/05/19

B2B brands that execute on brand correctly are primed to win, but it will take some healthy self-awareness and courage. Genina Ramirez reads, "B2B Branding in the Modern World" by Focus Lab CEO Bill Kenney. This blog was originally published on Fast Company on March 8, 2021. - 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

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00:07:50

Insights: The Impacts of Color on a Brand

Focus On Brand ·

2022/05/13

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. - 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

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00:29:36

The Debrief: Tango Rebrand

Focus On Brand ·

2022/04/20

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

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00:13:23

10 Minutes on Brand: Brand Architecture

Focus On Brand ·

2022/04/08

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

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00:11:03

Insights: The Biggest B2B Value Driver in the...

Focus On Brand ·

2022/03/29

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. - Focus Lab is an established B2B brand agency that believes, without

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00:57:28

The Debrief: Kion Rebrand

Focus On Brand ·

2022/03/24

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

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00:09:30

Insights: A Position on Positioning

Focus On Brand ·

2022/03/18

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

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00:44:06

Fireside: Design Leadership with Natalie Kent

Focus On Brand ·

2022/03/09

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. - 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

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104 results

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