514,743
  • Building A Brand – Defining The Customer, Episode 2

    80,469 views 2 weeks ago
    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

    “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.

    Follow us:
    @mrbenburns
    @matthewencina
    @thefuturishere
    https://blind.com/

    Learn more about Hamilton Family Brewery:
    https://hamiltonfamilybrewe...

    👉 Interested in brand strategy and the discovery process? Learn our process, CORE: http://bit.ly/30PwWzZ

    💪 What are Stylescapes? Remove the guesswork. Focus on good work: http://bit.ly/2JJKhEM

    👨‍💻 Need help with your first client meeting? Download our FREE 1st meeting Worksheet: http://bit.ly/2Wgy9Rd

    🎧 Do you like the music? Check out the Epidemic Sound music libraries we used in this video through our affiliate link*: https://bit.ly/2T647tR

    #BuildingABrandShow #BrandStrategy #Discovery #TheFutur #MatthewEncina #MrBenBurns #BizOfDesign



    ===
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    Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
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    ✍️ Futur Blog: https://thefutur.com/blog/


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    We love getting your letters. Send it here:
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    *By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.


    Host– Chris Do
    Content Director– Matthew Encina
    Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
    Editor– Stewart Schuster, Kevin Ramlal
    Social Team: Elle Money, Alex Burlui
    Futur Theme Music – Adam Sanborne http://www.adamsanborne.com
    Typefaces: Futura, DIN, Helvetica Neue, Calibre
    Futur theme song— Adam Sanborne Show less
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