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