
Joseph Ray
Musical artist
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Aug 13, 2026
How Core Values Drive B2B Brand Identity | Joseph Ray, Lighthouse Technology Services
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1:36speaker_1UNKNOWN
[beep]

Joseph RayGUEST
I really think that there's something unique about identity changes that come with big life milestones, something that's very top of mind for me recently becoming a dad of two, and that was a huge shift, too.

Joseph RayGUEST
When my wife and I had our first kid, there was a lot of excitement within the family with the first grandkid.

Joseph RayGUEST
There was also a lot of excitement, obviously, for my wife and I, too, that our identity changed going from not being parents to now being parents and learning what all that included and, and what that entails and, you know, what people saw in us and what we saw in ourselves and kinda new things that we learned that way.

Joseph RayGUEST
When we had the second kid, when we had our son last month, something changed that I think the focus differently, but almost entirely just shifted to looking at our two sons and their identities uniquely.

Joseph RayGUEST
We looked at, how does our older son embrace the role of being big brother? How does he learn to love his cars and his animals and his trucks and all the opinions that he has about what he wants to do and what he doesn't wanna do? And he's a whole human forming who he wants to be, and we need to help open up those doors and let him shape that identity and learn what that looks like.