Focus On Brand – Détails, épisodes et analyse

In this episode of The Debrief, we're sitting down with Irwin's VP of Marketing, Melissa Homère, and digging into their team's experience working alongside Focus Lab to level up their existing brand. Irwin had an innovative product and a respected brand, but recognized that they were in need of a refresh to get organized, strategic, and elevated. In our conversation, we touch on everything from: 👉 Verbalizing the importance of a rebrand to the larger team 👉 The importance of strategy in their rebrand effort 👉 Quantifying the ROI of the rebrand after just a few months And so much more!

Additional Resources: Focus Lab <> Irwin Case Study Irwin Article: Boldly Forward, Introducing Our New Brand

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: @focuslabllc ►LinkedIn: https://www.linkedin.com/company/focus-lab-llc ►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

In this episode of The Debrief, we are sitting down with our pal Philip Lakin, former CEO and co-founder of NoCodeOps. What do we mean by former, you ask? Well, a few weeks back our friends at NoCodeOps were acquired by "their favorite player in the space" — Zapier.

Focus Lab CEO, Bill Kenney, sits down with Phil to relive their rebrand experience with us from two years ago and discuss how the brand has helped get them to where they are today. They touch on topics such as:

👉 The strategy behind making tough brand architecture decisions

👉 The success behind a community-based approach as a SaaS company

👉 How the brand investment helped with the Zapier acquisition

And so much more!

---

NoCodeOps / Zapier Acquisition Press Release: https://www.nocodeops.com/zapier

NoCodeOps Case Study: https://focuslab.agency/work/nocodeops

In honor of Earth Day and with a very timely rebrand, we have Senior Marketing Manager at Nori, Heidi Sloane, on the show to discuss their experience partnering with us on their new identity. For context, Nori is on a mission to scale the carbon removal industry, with the ultimate goal of reversing climate change. With a fully-integrated approach to creating, managing and selling verified carbon removals they seek to simplify a complicated market while increasing transparency, trust, efficiency, and impact. Tune is as Heidi and Bill discuss how Nori knew they were ready to elevate their brand, the biggest challenges and rewards of the project, and a few hidden gems of the Odi process that ended up being a pleasant surprise. Case study coming soon — stay tuned! Learn more about Nori: https://nori.com/

00:00 - Intro 04:25 - How did you know it was time to invest in brand? 10:10 - What were you looking for in a rebrand partner? 13:23 - What was the most challenging part of the rebrand? 18:00 - The rewards and ROI of the Nori rebrand 21:50 - Odi Process Highlights: SMIT (Single Most Important Thing) and Brand Attributes 27:45 - What advice do you have for someone approaching 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

After operating with the same brand identity for 50+ years, the Fabricators & Manufacturers Associate (FMA) decided it was time for a change. President + CEO, Ed Youdell, and VP of Finance, Natalie Haefliger, sat down with Focus Lab CEO Bill Kenney to reflect on their (multiple) projects with our team. Tune is as they discuss managing stakeholder expectations, the importance of a rebrand deadline, the most rewarding aspects of the project, and so much more. See more of our work with FMA at focuslab.agency/work/fma 00:00 - Introduction 04:12 - How did you know it was time to invest in brand? 10:28 - What were you looking for in an agency partner? 14:44 - What was the most challenging aspect? 16:05 - Managing expectations (and opinions) 24:25 - What was the most rewarding aspect? 30:44 - What ROI have you seen since the rebrand? 35:27 - What advice do you have for someone going through a rebrand? - 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: @focuslabllc ►LinkedIn: https://www.linkedin.com/company/focus-lab-llc ►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

Focus Lab's CEO Bill Kenney chats with Rob Meyerson (co-author) and Robin Goffman (Creative Director) about their work on the sixth edition of Designing Brand Identity, a branding classic created and authored by the late Alina Wheeler. You don't want to miss their discussion on the challenges and excitement of developing a highly collaborative book, their predictions for the future of design, their reflections on working alongside Alina, and her impact on the creative community. Links mentioned in this episode: Buy Designing Brand Identity on Amazon Rob Meyerson's podcast "How Brands are Built" episode with Alina Wheeler AIGA Alina Wheeler Memorial Scholarship University of the Arts Scholarships Rob Meyerson's Website Robin Goffman's Website -- 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. FOLLOW US: ►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

Another Odi episode of the Debrief is here! Odi is a B2B brand agency built from the team at Focus Lab specifically to serve early-stage startups. Today's guest, co-founder and CEO of Heliux Alex Craig, discusses why he felt brand was important in the pre-seed stage, his understandable fears, and his advice for other early stage founders considering their brand needs.

See more of our work with Heliux. 0:00 - Intro 3:10 - How did you know it was time to invest in brand? 7:40 - What were you looking for in an agency partner? 10:25 - What was the most challenging part of the rebrand for you? 16:15 - What was the most rewarding part of the brand project? 23:09 - What has your new brand allowed you to do that you couldn't before? 25:42 - What advice do you have for a fellow founder considering investing in brand?

- 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

After more than a decade in business, Zuora was ready to expand its reach and needed a brand that would position it as the only choice for enterprises working to build, run, or grow a subscription solution in its industry. Former VP of Brand Experience at Zuora, Sergio Claudio, sat down with Focus Lab CEO Bill Kenney to reflect back on their work together. They discuss how brand is crucial to make people believe, the importance of a committed driver on a rebrand project of this scope, and why brand is a customer-centric investment. See more of our work with Zuora at focuslab.agency/work/zuora

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.”

-

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.

-

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.