Focus On Brand Focus Lab

Openly offers premium insurance made simple. We first worked with the Openly team as an early stage organization with a dozen or so employees. They've since grown to over 300 employees and recently closed their Series C. Focus Lab CEO Bill Kenney chats with Openly co-founder, CTO Matt Wielbut and COO Chris Bacon about their branding project, now three years out.

Check out Openly at openly.com

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.

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.

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.

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.

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.