Focus Lab

We've laid out the five most common challenges we come across as a brand agency — does one sound familiar? ?? We've been in the branding game for almost 15 years and we've worked through hundreds of brand challenges, from messy mergers to first days of fundraising. Over the years, we've consistently encountered these five obstacles. → The company has grown, but the brand hasn't evolved with it. → An outdated identity is slowing growth. → No clear differentiation in the market. → Complexity is creating confusion. → Positioning is inconsistent across touchpoints. But the good news is a little clarity goes a long way.?? And it starts with understanding where your brand stands today. That’s why we built a quick brand assessment quiz — to help companies identify their biggest brand challenge and give a little guidance on next steps. Disclaimer: This quiz will not end in a forced sales call, we promise. Let’s do it → https://hubs.la/Q03dHPCM0

Competing at the highest level means looking the part. ?? Amazon FBA sellers lose billions annually due to inventory discrepancies, overcharges, and unclaimed reimbursements. Our past partners at Getida exists to stop that. As a world-renowned FBA auditing and reimbursement provider, Getida was already making a massive impact. But with fierce competition, an enterprise-focused growth strategy, and global expansion underway, it needed a brand that matched its ambitions. To claim its spot as the leader in Amazon FBA auditing, Getida partnered with us to build a brand as bold as its mission. ?? Our work together included: → Brand Strategy → Verbal Identity → Visual Identity → Brand Support See how Getida leveled up: https://hubs.la/Q03dsJ9z0 #B2B #Branding #AmazonFBA

Hey B2B marketers ?? Quick question: is your brand creating opportunities or causing confusion? An outdated, unclear, or misaligned brand can make growth harder than it needs to be. But the good news is, a little clarity goes a long way.?? Our team at Focus Lab has spent 15+ years helping B2B brands break through barriers and level up.?Now, we’re sharing that expertise in a quick brand assessment quiz. In two minutes or less, it’ll help you uncover: ? The biggest challenges standing in your brand’s way ? Tailored advice for unlocking your brand’s potential ? Tools and resources to make it happen Disclaimer: This quiz will not end in a forced sales call, we promise. Let’s do it → focuslab.agency/quiz

Sometimes, the best logo solution is right in front of you. ?? We love this example from our work with Rows.com Formerly dashdash, Rows built a distinctive spreadsheet product with game-changing enhancements and integrations for businesses. Rows aspired to be altogether better than the industry-leading giants, and to do so with dependability and distinction. Rows came to us in need of an identity as bold as its ambitions. ?? Scope of Work: → Brand Strategy → Verbal Identity → Visual Identity → Web Design It was a pleasure to collaborate with their talented team a few years back, and it's been a blast watching them crush it ever since. P.S. With a total of $25M raised since the rebrand in 2020, we'd say they've really been crushing it. ?? If you want the full scoop, head to the case study in the comments. ?

POV: Your new brand just got approved (yay!) but now it's time to implement it on the website (oof!) → what's your plan of action? ?? Assuming your new brand has the right foundations — a clear strategy and the right visual and verbal directions to guide it — now’s the time to ask: Are you going to redesign your website or refresh it? We work through this challenge with our clients often, so let’s get clear on how these two approaches differ. ?? --- Pssst. We dropped a full blog on this topic, you can find it in the comments. #webredesign #webrefresh #b2bbrand

When your audience evolves, does your brand evolve with it? Locally's rebrand sharpened its positioning, clearly defining who it serves and what it offers. ?? As a #B2B2C platform, Locally is the easier way for people to “shop local,” with the modern conveniences shoppers have come to expect shopping online. Shoppers are the common thread for Locally and its other audience segments (retailers and brands). But because of its historical emphasis on the B2B segment, Locally needed to refocus its target audience and identity to ensure a more holistic B2B2C brand experience. Locally’s myriad offerings — and evolving design and voice — meant the current brand was inconsistent and didn’t reflect its robust capabilities and powerful story. We partnered with the Locally team to bring the brand to the next level, and seeing them continue to crush years later is what it’s all about. ?? Scope of Work: → Brand Strategy → Verbal Identity → Visual Identity View the full case study: https://hubs.la/Q03cJ_bv0

Your brand’s story isn’t just about what you do — it’s about how you communicate it. ?? A well-crafted story: → Defines your brand’s identity → Creates an emotional connection with your audience → Builds authenticity and trust → Drives customer loyalty A brand without a clear story and resulting position leaves its customers filling in the gaps. Stories provide a point of view, showcase an authentic voice, and elevate your brand. It’s not just about what you say, but how you say it. ?? #brandvoice #verbalidentity #b2bbrand

When your product levels up, your brand should too. Our partners at Merge recognized this and took action. ?? As Merge continues to expand its impact in secure data access, they saw an opportunity to refine their brand to better reflect their enterprise-grade platform. Together, we set out to capture what makes Merge stand out: → Speed → Accessibility → Power Congratulations to the entire Merge team on a job well done — we were thrilled to help bring this evolution to life and can't wait to see where it takes you. ?? Check out the new brand in action → https://www.merge.dev/

Green is the color of go. Of life. Of money. Of luck! ?? So our primary palette for Elastic Path led with a custom green, named Commerce, and featured Foundation (black), Cloud (white), and a gradient called Composable Blend. The polychromatic gradient represents a burst of energy, complementing Elastic Path’s Vibrant brand attribute. The blend itself is a metaphor for how everyone goes about commerce in their own way, and is used to accent visuals with pop and dynamism. ?? Check out the full project: https://hubs.la/Q03c3mVr0 --- #b2b #rebrand #composablecommerce

As Elvis Presley said, “Rhythm is something you either have or don’t have, but when you have it, you have it all over.” And the new Totango has it. ?? After a merger, Totango needed a fresh identity to signal a new era for the company and find a unified voice. And it all starts with defining a strong brand strategy. During the Research & Evaluation phase, we reviewed Totango, Catalyst, and their top competitors. A few key areas for differentiation stood out, particularly in value propositions: ? Totango’s competitors love to talk about being an “all-in-one” solution but fail to express why CS actually matters and should be invested in. ? Totango understands a customer’s success is cross-departmental and has real, tangible revenue results that speak to C-suites. From there, we identified The Athlete as Totango’s brand archetype. ?? Athletes represent that determination to go after what they want, to strive, and to be better. They push the limits for the love of the game, relentless in their pursuit for a better outcome for their customers and the industry. Finally, to wrap up the brand strategy phase, we define a brand concept. Our goal with this is to identify an idea — something big — that provides a strategic theme for the verbal and visual work to play off of. Totango's Brand Concept: Rhythm ?? Totango works seamlessly across departments, smoothly and intelligently adapting to customer expectations. The merger of Totango and Catalyst evokes a new groove ready to take the industry by storm. See how it all came together: https://hubs.la/Q03bTDKZ0