TAI’s Strategic Brand Refresh for a Scalable Future | The Debrief with Nick Donovan
Wed Feb 04 2026
What happens when a brand still holds value — but no longer reflects who you’ve become?
In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Nick Donovan, VP of Marketing and Communications at the Technology Association of Iowa (TAI), to explore how his team evolved an almost decade-old brand into a scalable system that better reflects who they are today.
With a background in graphic design and agency life, Nick brings sharp perspective on aligning purpose, messaging, and identity and what it really takes to bring a modern B2B brand to life.
You’ll hear:
✅ Why slowing down is essential to making smarter, more strategic brand decisions
✅ Why a deeper look at brand equity led to a more confident, focused refresh
✅ How to design a scalable system that unifies multiple sub-brands and programs
✅ How clear messaging enables more confident, consistent brand activation
Whether you’re planning a brand evolution or leading an identity rollout, this episode offers practical insight into what lasting, modern B2B branding really requires.
Editor's Note: You’ll notice some of our video dips into lo-fi territory throughout this episode. We had some rendering issues, but thankfully the insights came through in HD.
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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.
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What happens when a brand still holds value — but no longer reflects who you’ve become? In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Nick Donovan, VP of Marketing and Communications at the Technology Association of Iowa (TAI), to explore how his team evolved an almost decade-old brand into a scalable system that better reflects who they are today. With a background in graphic design and agency life, Nick brings sharp perspective on aligning purpose, messaging, and identity and what it really takes to bring a modern B2B brand to life. You’ll hear: ✅ Why slowing down is essential to making smarter, more strategic brand decisions ✅ Why a deeper look at brand equity led to a more confident, focused refresh ✅ How to design a scalable system that unifies multiple sub-brands and programs ✅ How clear messaging enables more confident, consistent brand activation Whether you’re planning a brand evolution or leading an identity rollout, this episode offers practical insight into what lasting, modern B2B branding really requires. Editor's Note: You’ll notice some of our video dips into lo-fi territory throughout this episode. We had some rendering issues, but thankfully the insights came through in HD. --- 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. --- Stay in Touch: Subscribe to our newsletterConnect with us on LinkedInSubscribe to our YouTube ChannelFollow us on Instagram