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Chip and Joanna Gaines: Brand Positioning Case Study

Oct 06, 2023
Chip and Joanna Gaines Brand Positioning

This week’s “Brand Breakdown” is about how Chip and Joanna Gaines took HGTV by storm and became a billion dollar brand. 

Let's get into it...

💼 The Brand: Chip and Joanna Gaines

Chip and Joanna Gaines aren’t just a couple of house flippers. They’re talented brand builders who have turned their HGTV television spot into a media tycoon now complete with a Target partnership and their own TV network.

💛 The Heart

Chip and Joanna Gaines style is humble, elegant, and overwhelmingly calm. Whether it’s a house they’re flipping or a home decor piece they’re selling — a sense of serenity can be felt in their brand.

👤 The Head

There have been plenty of house flipping TV shows and renovation couples over the years — but no one has done it quite like Chip and Joanna Gaines. Here’s just a few of the ways they’ve positioned their brand:

Family Centric - They’ve centered every aspect of their brand around family values and creating inviting homes.

Quality Craftsmanship - Instead of choosing the cheapest options in chase of profit, their house flips often consisted of working with local artisans.

Southern Hospitality - The couple doesn’t shy away from their humble roots being in an up-and-coming town like Waco.

Authenticity - Chip and Joanna emphasize the human aspects of running a business, being a couple, and growing a family.

Community and Charity - The Magnolia couple loves to give back to their community and has made it a key part of their brand.

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The Hands

Here are a few of the ways they’ve implemented this brand strategy…

Target Collab - In one of the most brilliant of all their marketing moves, they collaborated with Target and now have an entire SECTION of the store dedicated to their home decor items.

Magnolia TV Network - By sharing their values and embodying their brand, they’ve become so much more than a TV show. 

The Silos - The Disney World for home & garden enthusiasts, this venue is complete with 6 boutique shops exuding the style and ethos of Chip and Joanna Gaines. It’s so popular that thousands upon thousands make the pilgrimage deep inside of Texas every year.

🧪 Try It Yourself

Want to grow like Chip and Joanna? Live according to to your values and let who you are and what you're about shine through.

Building a brand is all about playing the long game. And long before the nation met Chip and Joanna, they had long established who they were as a family. This allowed them to be authentically themselves, building trust every step of the way.

Want to learn more about marketing with heart? Building a brand that creates connection — and not just conversions? That's why we put together the Brand Builders Masterclass.

If you've downloaded one of our frameworks, this is your next step for learning how to put it into action!

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