Focus Lab

It's hard to believe, but Conquer Your Rebrand is officially one year old. 🤯🎉 A huge round of applause to our CEO, Bill Kenney 👋 for dedicating the time to create such a valuable resource on all things B2B branding. 👏👏👏👏 A second round of applause to our talented team at Focus Lab and to many of our amazing partners for their help, guidance, support, and so much more. 👏👏👏👏 A final round of applause to everyone who purchased a book and shared with friends, family, colleagues, and beyond. We appreciate every kind word, review, and shout out. 👏👏👏👏 --- If you're just hearing about it, Conquer Your Rebrand is the most complete brand-building #playbook you’ll ever read. It addresses important topics such as: → Why #b2bbranding matters (+ the actionable details of how to do it successfully) → How to prepare and what to expect when embarking on your rebranding journey → Discovering what matters most in your agency partner → Planning for your brand rollout → And so much more Head to conqueryourrebrand.com and pick up your copy today. 🌟

After 5 years of building the world's most lifelike voice AI, PolyAI recognized that their brand did not reflect the level of growth they've achieved — it was time to level up. 🌟 A huge thank you to Kylie Whitehead, Senior Director of Marketing and Brand at PolyAI, for sitting down with Bill Kenney 👋 to dive into what the rebrand process is like — the good, the bad, the "invasive", and everything in between. Tune in to our latest podcast episode to hear some of Kylie's fantastic insights on: → Tackling a repositioning project prior to the rebrand → Developing a differentiated brand that speaks to an enterprise-level client → The importance of ensuring your CEO/Founder's needs are heard We're a little biased but this episode is truly a "can't miss". And the best news is, it's officially live wherever you get your podcasts. 👇👇 https://hubs.la/Q02FX5b30

Don't forget! 🚨 The application deadline for our Brand/UI Designer opening closes this Friday, July 12 at 5pm ET. Thank you in advance for all of the time and effort put into the applications we've received thus far — we sincerely appreciate it. 🙏 Click here for more details → https://hubs.la/Q02FP94f0

“If you can bottle the energy that lives in the Salesloft offices and infuse that into the brand, it would be a home run,” Salesloft posed. Challenge accepted. 💪 As the #1 Sales Engagement solution in the market, Salesloft is beloved by its users, but the previous brand lacked energy and prominence. They needed a brand that would support their ambitions and embody a culture of authenticity and delight. It was time for the world to immediately understand its distinction. In working alongside the Salesloft team, we tackled: 📌 Brand Strategy 📌 Verbal Identity 📌 Visual Identity 📌 Brand Support 📌 Web Design It's been a few years since Salesloft launched their new brand and we couldn't be more thrilled to be cheering them on as they champion their brand from all angles. 🏆 Like what you see? Check out all of the details in the case study. https://hubs.ly/Q02BrFk00 --- Photography credit for this project goes out to the talented Lauren Jones. 👏 #b2b #brandingagency #salesengagement #casestudy

Sometimes it's the little things that make all the difference. Zuora's monoline graphics support story-driven brand touchpoints. They can add rhythm to compositions and remain dynamic across Zuora’s brand experience. They are stylistically composed of toggle and circular shapes and can be used as texture, imagery, and/or pattern. Monoline graphics are typically composed as outlines, but filled graphics can be used to express focus or discovery. Check out more of our work together 👉 https://hubs.la/Q02C3B8F0 --- #b2b #branding #brandidentity

We asked the brand name expert, David Placek of Lexicon Branding: What are the most important things a company should keep in mind when choosing a name? 💡 #1 - Make it relatively easy to pronounce #2 - Choose a name with a certain level of familiarity (but not too familiar) #3 - Ensure the name you choose is helping create value It was an honor to have David on the podcast to dive into naming Lucid, the luxury EV model (and much more). Tune in to the latest episode to hear: → Insights on naming brands such as Lucid, Mainspring, Subaru Outback, etc. → The importance of creating value through brand names → Lexicon's approach behind brand naming Check it out 👉 https://hubs.la/Q02C3fHX0

Come work with us! 🌟 We're currently hiring for a Brand/UI Designer. If you or someone in your network would be a good fit for this role, check out the full job description on our site. focuslab.agency/careers 🚨 FYI we're moving quickly! The application deadline is next Friday, July 12 at 5pm EST #hiring #branddesigner #uidesigner

Are you subscribed to the Focus Lab newsletter? ✋ Over the past 14 years, our company has developed the kind of insights we want to share with more of you, more meaningfully. So, we've transformed our newsletter into two unique editions, each of which drop bi-weekly: 💥 Build on Brand — focusing on the most impactful B2B branding trends and thought-leadership, tailored to marketing leaders, professionals, and enthusiasts alike. 🌀 Create First — celebrating the boundless possibilities of creativity through curated insights and perspectives on what empowers us to develop inspiring work and a balanced creative life. Knowledge is a precious resource — and so is your time. That's why our team crafts each edition to be concise and relevant, the kind of resource you'll look forward to seeing in your inbox. (Don't worry: you can adjust subscription preferences anytime!) Check out our previous editions (and subscribe) here: https://hubs.la/Q02y-HD10

✨ It's officially the last brand archetype spotlight: The Sage 🧠 As a reminder, we've been taking a deep dive into all 12 brand archetypes and we've finally reached number 12! In our work at Focus Lab, we aim to make brands as tangible as possible — living, breathing ideas that real humans can understand and relate to. By identifying brand archetypes that resonate with the future of your brand within our brand strategy work, they inform the ways in which your brand’s personality is expressed both visually and verbally. Sages help their audience to uncover the truth they desire through intelligence, wisdom, and investigation. Shout out to these #b2b Sages we know and love: → FMA → Luminate → Google → TED Head to our blog to get the scoop on all 12 brand archetypes and be sure to take the quiz to find out your own. ⤵️ https://hubs.la/Q02ygbwJ0 --- #brandarchetype #b2b #brandstrategy

Voiceflow isn’t just the best; it’s making the best accessible, which is why the company focuses on building its technology for users, not executives. 👌 While Voiceflow was loved by designers, it was struggling to be taken seriously by its developer community. It needed to adjust this perception so its product could be sold as a shared, collaborative platform. With that in mind, we set out to create a brand identity that would clarify what the brand has to offer and bring it up to the caliber of its product, team, and technology, presenting the brand as the mission-critical solution for product teams building AI assistants. Voiceflow’s chosen brand attributes — High-End, Opinionated, and Innovative — and its Creator and Explorer archetypes informed our brand concept, “Yes, and.” This concept, inspired by improvisation, guided the rebrand and also served as a metaphor for their community, who are, in a way, improvisers themselves. Full Case Study → https://hubs.la/Q02Djyg20 --- #b2b #rebrand #brandagency