Building A Brand – Defining The Customer, Episode 2

What is a discovery session? How do you develop a brand strategy? What questions do you ask a client? How do you create user profiles and user personas? How do you identify your customers? Why must you define a strategy before you design?

The discovery meeting is the backbone of the entire project. It is what defines the brand strategy moving forward. In episode 2 of Building a Brand, Matthew and Ben from Blind sit down with Josh and Crysten from Hamilton Family Brewery to define Hamilton’s brand strategy moving forward.

In this meeting, they’ll define the goals of the business, identify the customers driving revenue, create user personas, and define the brand attributes. All of these exercises will help the branding team at Blind, develop a successful strategy for the business.

0:55 – Episode 1 recap
1:18 – What is a discovery session?
2:00 – What’s everyone’s goals?
3:20 – Excercise 1: Defining the Goals
6:48 – Excercise 2: Identifying the Customers
9:20 – Busines 101: Know your customers
9:41 – Excercise 3: User Profile 1
13:26 – Excercise 3: User Profile 2
17:21 – Excercise 4: Defining the Brand
20:20 – When the client gets stuck
20:43 – Ben Burns pulls an Ace out of his sleeve
21:18 – Looking at Stylescapes
22:33 – Discovery session recap. Next steps
23:30 – Reflecting on the discovery session
24:31 – On the next episode of Building a Brand

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“Building a Brand” is a series where we take you behind the scenes as Blind helps to rebrand Hamilton Family Brewery. Hamilton Family Brewery was founded in 2014 by husband and wife team Josh and Crysten Hamilton. Since then, their little brewery in Rancho Cucamonga, California has ballooned in size because of its growing popularity. The Hamilton’s are looking to take the next step into retail, but Josh, who has been doing the design for the company up to this point, does not feel confident in creating a recognizable, stand out brand for that next phase.

In this series, we’ll give you a behind the scenes look at this process, from start to finish. You’ll see how ideas are shaped and take the form of a new identity system, packaging, messaging, website, and ultimately see the brand launch.

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Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
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