Who Is Your Brand For? w/ Jasper, Jasper's Leather Co. | Beyond the Workbench #25

Most makers can tell you what they make. Fewer can tell you who they're making it for.

Odin and Magnus sit down with Jasper Knight, a saddle maker and production leatherworker from Idaho they met at their Sheridan business class. Jasper runs knife sheath manufacturing out of a 15x15 shed, builds saddles out of a semi trailer on his property, and makes leather holsters for toy cap guns that he believes could be his hero product. The problem was that all of it lived under one roof, sending different signals to different audiences. A single question from Odin in class reframed everything, and by the time this episode recorded, Jasper had already spun the holsters off into their own brand.

The conversation covers what it costs to learn a new production process, why a small tight product line beats a wide one every time, and how lifestyle photography does what product shots alone never will.

Featuring Jasper Knight of Jasper's Leather Co.:
https://www.instagram.com/jaspersleatherco/

TIMESTAMPS:
00:00 - Meeting Jasper at Sheridan
04:45 - Knife Sheaths and the JUKI AMS-210
13:00 - Who Is the Toy Holster For?
16:30 - Splitting the Brand
23:00 - People Buy for Their Reasons
29:00 - Lifestyle Photography
33:30 - Do Fewer Things Better
43:00 - Production Tricks from the Shed
51:00 - State Arts Grants and Teaching
56:00 - Teaching Scroll Foundations

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HOSTS:
Odin Clack - https://www.instagram.com/odinleather
Michael Magnus - https://www.instagram.com/magnusopus

Beyond the Workbench casually dives into the world of leathercraft, entrepreneurship, and modern maker life. Hosted by Odin Clack (full-time leatherworker and retail owner) and Michael Magnus (leather marketing expert and founder of www.learnleathercraft.com), we explore everything from personal project updates to marketing strategies, retail challenges, and the business side of making.

New episodes are released on the first and third Thursdays of every month.

Enjoying the podcast? Please share it with someone who you think would find value in the conversations. If these conversations have helped your business and you're interested in supporting the show, visit our Patreon at https://www.patreon.com/beyondtheworkbench

Edited and produced by Instrumental Media: https://instrumental.media/

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