The B Word is the show where we demystify everything to do with B2B branding. Every month we invite guests from the worlds' of technology, venture capital, private equity and beyond to discuss what branding is, how it works and why it matters for businesses today.

Episode 5: This month we are talking to Patrick Regan OBE about the launch this month of his new charity and book, Brighter Days. In a frank conversation, we discuss the importance of mental health care in business and how employers can help their employees to thrive. We also talk about the power of brand to help promote even the most sensitive of subjects in a compelling and meaningful way - a future of hope.

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Episode highlights:

The vision & goals: 

1. It’s time to prioritise staff mental health. Investing in mental health support for employees can support wellbeing and productivity.
2. Patrick’s vision of trying to see a real shift in society in the way that mental and emotional health is understood and supported.
3. The power and the challenges of modern-day communications, which can be negative and anxiety inducing.

The brand identity:

1. The power of a good brand name to inspire and encourage people. 
2. A powerful logo design can connect you to your audience and help get the messaging right
3. People shouldn't have to work too hard to understand your brand.

The creative process: 

1. The role of trust in the creative process between the client and the agency, it’s an important dynamic. 
2. Standout moments in the process, how the power of collaboration in creation is special. 
3. How to reconcile the emotional intensity of (the charity's) purpose with the lightness of a creative process.

The founder perspective: 

1. The importance of being open to trying ideas for your brand and exploring things you hadn’t thought of.
2. Your brand gives you a platform to take other products into your market.
3. Enjoy the energising nature of the creative process but always remember ‘why’ you are doing this–go back to your purpose.

"As a client, you've got this idea (about your brand) in your head. And then... when you start to see it visually, for me, I know the impact that this could have on people. I came out of (creative) meetings completely buzzing... because when you are creating something with people, that's a really special place to be."
Patrick Regan, Brighter Days.

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Transcript points:
Vision & goals: - 8 mins
The brand identity: - 11 mins
The founder perspective: - 17 mins
The creative process: - 19 mins

The B Word is the show where we demystify everything to do with B2B branding. Every month we invite guests from the worlds' of technology, venture capital, private equity and beyond to discuss what branding is, how it works and why it matters for businesses today.

Episode 4:  Avril Chester, founder of healthtech Cancer Central, talks to The B Word about her brand journey and the power of design to help people dealing with cancer, her work with NHS Scotland to pivot her tech during the Covid crisis, and the launch of the next-gen tech and a new podcast series.
Cancer Central is an award-winning HealthTech cancer platform that uses AI to guide people to find the support and information they need.

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Episode highlights:

The starting point: The challenges of starting a healthtech startup to set up to address a crucial need.

1. Avril realised the difficulty in connecting with relevant information and resources for people with cancer. but she also recognised the existence of valuable products, services, charities, and initiatives.
2. The desire to bridge the gap and connect people with useful information.
3. Using AI in healthcare to support people in a meaningful way.

The brand process: Striking the balance between the technology and the human need in the brand design.

1. Creating a comforting connection to your audience at a difficult time with language and design.
2. Accessibility: the importance of colour in the design system to engage and guide your audience.
3. Clarity in Branding: The importance of avoiding confusion among audiences.
4. Achieving clarity in branding to enhance understanding and recognition among users.

Trust in the Creative Process: recognising the importance of trust in the creative process.

1. The analogy reflects the positive and engaging experience of being guided through the creative journey.
2. Having trust in the creative process is a crucial factor.
3. The Structure creative process involved guidance through every step.
4. Building up the solution, the story, and the visual elements.

The founder perspective: the significance of taking clients on a journey to achieve the best results.

1. The brand enables the charities mission in a human way.
2. External perspective can be powerful.
3. You will be challenged but that's part of the process - so, enjoy it.

"The brand created that first initial feeling that we wanted... for me it has achieved so many goals, it just looks beautifully simple and that's all we wanted"  Avril Chester, Cancer Central.

Also available on:
Listen on Apple Podcasts
Listen on Spotify
Listen on Amazon Music