Two of the most influential entrepreneurs making all the waves in recent years are prior HGTV stars, Chip and Joanna Gaines. If you haven’t seen HGTV’s Fixer Upper, prepare to be inspired. The show follows along two industry pros along with the mega-business they’ve built. Building the Magnolia Empire wasn’t an overnight success but rather a gradual growth of the now Magnolia Market, Magnolia Homes, Magnolia Table, Magnolia Journal, Silos Baking Company, Magnolia Realty, and Magnolia House – their newest bed & breakfast recently added to the empire. All of this and a few published books, one of which, Capital Gaines, tells the tale of entrepreneurial pursuit from Chip’s perspective.
With these successes, we can learn a lot about business and branding from this power couple. A quote I always reference in business is, “You don’t build a business, you build people, and then people build a business,” (Zig Ziglar). This quote is a reminder that the number one seller behind a business is the person and the inspiration you leave others is your biggest trademark. The Gaines and their bestselling personalities have exemplified how branding can be used as a benefit to your company.
1.) Humanize your brand. Sometimes the face behind a brand is the biggest tool in business. People want to feel connected when supporting a business. It’s not all goods, services and profit. Your market is more likely to support you if it feels a connection to the owner(s). The Gaines’ picture-perfect family life has set an example of old-fashioned family values standing as the foundation of their Magnolia brand.
2.) Be as authentic as they come. Authenticity is translucent. Figure out how you want to be represented as a professional and present that version of yourself. Use your personality as a ticket to success. Chip’s goofy personality and Jo’s wit and handwork ethic are traits that are respected in their profession and they never shy from bringing fun to the job.
3.) Build your brand around your passion. Your passions will speak for you. If you love your work, your brand and purpose becomes clear for others to see. Your audience and market love to see others thriving – it brings a sense of hope. Jo’s work is really artistic and it’s obvious how much she cares for lifestyle and design. That dedication will always benefit your career.
4.) Brand around your values. Some unique aspects of the Magnolia brand and the many businesses that Chip and Jo own are the fact that they are closed on Sundays, centered around family values, and large supporters of small businesses. Chip and Jo have leveraged other local business owners, craftspeople, artisans, professionals, and experts to do the work they do alongside them. Your brand values are a key selling point – it should be clear to your public not only who you are but what you represent,
5.) Set a vision for your brand. Be bold in business. Don’t set limitations. If their is something you want to achieve, go after it. Creative entrepreneurs, such as Chip, are a directing source and inspiration to others. The Magnolia empire wouldn’t be an empire if it wasn’t for calculated risks and bold ambition.