Starting The Branding Process – Building A Brand, Episode 1

Summary

This video follows the journey of HamiltonFamily Brewery as they seek help from Blind, a design consultancy, to rebrand and scale their business. After years of success in their hometown, the brewery owners, Josh and Kristin Hamilton, face the challenge of standing out in the competitive retail market. The video explores the branding process, from logo redesign to packaging and website development, as Blind’s creative team works closely with the Hamiltons to create a new identity that resonates with their audience. The series highlights the power of design in differentiating a brand and fostering connections with customers.

Takeaways

• 😀 Starting a business requires determination and a clear vision. The story of HamiltonFamily Brewery illustrates the risks and sacrifices involved, including selling a house to fund the venture.
• 😀 Branding and marketing are crucial for a business to stand out in a competitive market. Once a product hits the shelves, it must have an attractive packaging and messaging to catch the consumer's eye.
• 😀 A rebrand involves refining a business’s identity, which includes evaluating visual elements like logos, packaging, and overall market positioning.
• 😀 The creative process behind branding is complex and involves collaboration between the client and the design team to align the brand with its goals and target audience.
• 😀 The initial brand identity of HamiltonFamily Brewery was cluttered, making it hard to communicate effectively with customers. A simpler, more recognizable logo was needed.
• 😀 Successful brands need to be memorable, appropriate for their context, and scalable, meaning they should work well at various sizes and across different media.
• 😀 HamiltonFamily Brewery’s philosophy revolves around creating meaningful connections with people, which is a core element of their branding and messaging.
• 😀 While HamiltonFamily Brewery was successful locally, they faced the challenge of expanding into retail where they would compete with larger, established brands.
• 😀 Effective branding is not just about good products; it's about ensuring the customer understands and connects with the brand. Packaging plays a key role in this.
• 😀 The process of rebranding includes defining the business’s core values, identifying the target audience, and designing visual elements like logos and packaging that convey the desired message.
• 😀 The rebranding process for HamiltonFamily Brewery was collaborative and iterative, involving feedback and creative exploration to design a new logo and brand identity that would resonate with a wider audience.

Q & A

What is the main theme of the video script?

The main theme of the video script revolves around the rebranding process of Hamiltonfamily Brewery, as the team at Blind helps the brewery refine its brand identity to successfully transition from a small local business to a competitive presence in the retail market.

What challenge does Hamiltonfamily Brewery face as they prepare to expand?

Hamiltonfamily Brewery faces the challenge of standing out in a crowded marketplace. As they move from a local brewery to retail, they need to ensure their branding, packaging, and marketing are compelling enough to attract customers in a highly competitive environment.

What was Josh Hamilton's initial approach to starting his brewery?

Josh Hamilton, along with his wife Kristin, started the brewery by selling their house to fund the business. Josh was passionate about brewing beer and wanted to turn it into a career, despite financial challenges and the birth of their second child.

How did Josh Hamilton come up with the idea for new beer flavors?

Josh got his ideas for new beer flavors through everyday experiences. For example, he was inspired by mangoes on sale at a grocery store and experimented by adding them to beer, which led to the creation of their popular Mango IPA.

Why did the branding of Hamiltonfamily Brewery need a redesign?

The original branding was cluttered and unclear. The logo was too complex, making it hard to read in small sizes, and failed to communicate the brand's identity effectively to customers. The goal was to simplify and make the logo more appropriate for a broader market.

What is the importance of a logo in branding, according to the video?

A logo is crucial as it serves as the face of the company. It must be appropriate for the context, memorable, and simple enough to work at any scale. A well-designed logo can significantly impact a brand's recognition and appeal.

What role does packaging play in the success of a craft brewery?

Packaging plays a key role in the success of a craft brewery because once the product is on retail shelves, it needs to catch the consumer's eye. The right packaging can attract customers and communicate the brand’s value, helping it stand out among competitors.

What challenges did the creative team at Blind face during the rebranding process?

The creative team at Blind faced challenges in understanding the hidden meaning behind the brewery’s original logo and making sure the new brand identity communicated the right message. They needed to balance the client’s vision with a design that would work for a broader, retail audience.

What is the next step in the rebranding process for Hamiltonfamily Brewery, as mentioned in the video?

The next step involves a discovery process where the Blind team will work with Hamiltonfamily Brewery to better understand their brand, target audience, and goals. This will help refine the brand's vision and positioning for retail success.

How does the video define the concept of 'rebranding'?

Rebranding is described as adjusting the customer touch points that affect the impact of the overall brand experience. It could be a minor update or a complete overhaul, depending on what is needed to better connect with the target audience and stand out in the market.