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Start for freeThe Genesis of Rebranding with Blind Consultancy
In the bustling world of business, the evolution of a brand's identity is not just necessary; it's inevitable. This narrative unfolds with the Hamilton Family Brewery's decision to engage Blind, a renowned brand strategy and design consultancy based in Santa Monica, California. Established in 1995, Blind has carved a niche in using the power of design to elevate brands and make them resonate with their audience. The series 'Building a Brand' offers a rare glimpse into the intricate process of rebranding, from conception to fruition.
The Catalyst for Change
Josh and Kristen Hamilton, the visionaries behind Hamilton Family Brewery, embarked on this journey to expand their brand beyond the confines of their tasting room. Their aspiration? To make their brews a staple in restaurants, bars, and retail spaces. This ambition led them to the doors of Blind, initiating a series of discovery sessions aimed at redefining their brand.
The Discovery Session: Unearthing the Brand's Core
The discovery session is the crucible where ideas are refined and goals are set. It involves intense dialogue between the consultancy team and the client, focusing on identifying goals, challenges, customer pain points, and the brand's attributes. For the Hamiltons, this meant digging deep into their brand's ethos, pinpointing their unique selling propositions, and understanding their target audience at a granular level.
Customer Personas: The Heart of the Brand
A pivotal moment in the discovery process is the creation of customer personas. For Hamilton Family Brewery, this involved outlining typical customers and one they wished to engage more effectively. This exercise is not just about demographics; it's about breathing life into the customer profiles — understanding their preferences, lifestyles, and how the brand fits into their world.
The Creative Brief: Setting the Direction
The culmination of the discovery session is the creative brief. This document serves as the North Star for the design team, encapsulating the brand's essence, its audience, and the vision for the rebrand. It's a blueprint that guides the creative process, ensuring that every design decision aligns with the brand's goals and resonates with its intended audience.
The Road Ahead: Design and Beyond
With the creative brief in hand, the Blind team embarks on the design phase, translating insights into visual language. This journey is not just about aesthetics; it's about crafting a brand identity that tells a compelling story, one that engages and endears the audience to the brand.
The rebranding of Hamilton Family Brewery is more than a makeover; it's a strategic move to position the brand for growth and success. As we follow this journey with Blind, we're reminded of the transformative power of design and the importance of a brand that truly connects with its audience.
The Takeaway
The partnership between Hamilton Family Brewery and Blind underscores the significance of a well-thought-out rebranding strategy. It's a testament to the fact that a brand's identity is its most powerful asset, one that requires careful cultivation and strategic thinking. As this series unfolds, we'll continue to explore the nuances of building a brand that stands the test of time.
Stay tuned for the next episode in the 'Building a Brand' series, where we delve deeper into the design process and witness the brand's evolution firsthand. For a closer look at the journey so far, check out the original video here.
