Building A Brand – Defining The Customer, Episode 2

Summary

In this episode of 'Building a Brand,' Ben and Matthew from Blind, a brand strategy design consultancy, guide Hamilton Family Brewery through a discovery session aimed at rebranding. The session, held in Santa Monica, California, focuses on defining the brewery's goals, understanding customer pain points, and identifying brand attributes. Owners Josh and Kristen Hamilton share their vision of a people-centric brewery, aiming to expand beyond their tasting room. The team constructs ideal customer personas like 'Jessica' and 'Curt,' and explores the brewery's desired brand look and feel, emphasizing a balance between tradition and modernity. The insights gathered will inform the creative brief for designers, shaping the brewery's new brand identity.

Takeaways

• 😀 The session's goal is to develop a clearer brand identity for Hamilton Family Brewery, aiming to expand into more restaurants, bars, and retail spaces.
• 🔍 A discovery session is a critical part of the rebranding process, involving facilitated meetings with clients to define goals, identify challenges, and understand customer pain points.
• 🎯 The brewery's owners, Josh and Kristen, are focused on expanding beyond their tasting room and need to communicate their brand effectively to new audiences.
• 🏡 The brand's heritage and family values are central to its identity, with the owners wanting to maintain a sense of history while also appearing modern and approachable.
• 👨‍👩‍👧‍👦 The ideal customer personas, 'Jessica' and 'Curt', are constructed to represent the target audience, helping to guide design and messaging decisions.
• 📈 The brewery's revenue is heavily reliant on their tasting room, with about 70% of sales coming from this direct customer interaction.
• 🍺 The owners have a strong vision for their brand, seeking to differentiate themselves from the 'trendy snobbery' often associated with craft beer culture.
• 🌟 They aim to be seen as a people-centric brewery, emphasizing customer service and a welcoming atmosphere as key differentiators.
• 🛠️ The rebranding process involves defining the brand's look and feel, voice and tone, and behavior, ensuring consistency across all customer touchpoints.
• 🔄 The discovery session helps to 'lift the fog' for the client, providing clarity on business goals, customer understanding, and brand positioning.

Q & A

What is the primary goal of the discovery session with Hamilton Family Brewery?

The primary goal of the discovery session is to define the business goals, understand the customers, and identify the brand attributes of Hamilton Family Brewery to help with their rebranding process.

Why did Josh and Kristen Hamilton engage Blind for their rebranding?

Josh and Kristen Hamilton engaged Blind to help them rebrand their business in hopes of expanding beyond their tasting room into more restaurants, bars, and other retail spaces.

What challenges is Hamilton Family Brewery facing that they hope to address through rebranding?

Hamilton Family Brewery is trying to find a way to communicate clearly in their packaging to everyone outside of their tasting room as they move towards distributing their product more widely.

How does the negative customer service experience Josh mentioned influence their brand?

The negative customer service experience Josh had at another brewery influenced his vision for Hamilton Family Brewery to be people-centric, focusing on hospitality and making customers feel included.

What is the significance of the 'Jessica' persona created during the discovery session?

The 'Jessica' persona represents the ideal customer for Hamilton Family Brewery. She is a stay-at-home mom, likely college-educated, and has a household income of around $75,000. Understanding her helps guide the brand's communication and design.

What is the role of the facilitator in a discovery session?

The facilitator in a discovery session leads the meeting with clients or stakeholders, guiding them through discussions to define goals, identify challenges, and understand customer pain points.

Why is it important for Hamilton Family Brewery to distinguish themselves from 'trendy snobbery' in the beer industry?

Distinguishing themselves from 'trendy snobbery' is important for Hamilton Family Brewery to maintain their identity as a family-oriented and hospitable brand, even as they grow and adapt to new trends.

What is the significance of the 'Curt' persona in the brand strategy for Hamilton Family Brewery?

The 'Curt' persona represents a different segment of their customer base, likely a tech engineer with a higher income, interested in unique and high-quality craft beers. Understanding Curt helps the brewery cater to a wider audience.

How does the discovery session help in shaping the future design and strategy for Hamilton Family Brewery's brand?

The discovery session helps by surfacing meaningful insights about the brand, its customers, and its goals. These insights are used to create a strategy that will guide the design process and ensure the new brand identity aligns with the brewery's vision.

What is the next step for Blind and Hamilton Family Brewery after the discovery session?

The next step is for Blind to refine the insights gained during the discovery session and develop a creative brief for the design team. This brief will include the look and feel, voice and tone, and behavior of the brand to guide the design process.

Why is it beneficial for the Hamilton Family Brewery to have a clear understanding of their ideal customers during the rebranding process?

Having a clear understanding of their ideal customers allows Hamilton Family Brewery to tailor their messaging and design to resonate more effectively with their target audience, enhancing brand recognition and customer loyalty.