Building an authentic brand through a DIY show

At Brown Bag, we’re passionate about branding. As one of Atlanta’s leading branding agencies, we’ve helped countless businesses build strong, memorable identities.

If you’re a fan of HGTV’s “Fixer Upper,” you know the power of a well-crafted brand. The television series stars Chip and Joanna Gaines, home renovation experts. 

I love Chip and Joanna’s vision, style, hard work ethic and personality. But most of all, I love their authenticity. They’re real. And the brand they have built is real too.

In an era where celebrity endorsements often feel scripted and inauthentic, Chip and Joanna’s rise to fame speaks to the enduring appeal of genuine storytelling and genuine connection with their audience.

Theirs is a remarkable journey. reminiscent of the early days of Oprah and Martha Stewart, but with a unique twist that resonates with today’s audiences.

Building Their Empire with the Right Brand Voice

I know you, and many others, love them too, right? This iconic couple has become a household name. Fixer Upper is their popular home renovation show. Wherever you go in a grocery store, you’ll likely see their lifestyle magazine, Magnolia. And if you happen to live in Waco, you know exactly what I’m talking about.

What is their brand voice, and how are they using it very successfully to build an empire?

They’ve hit the nail on the head. They check every box in the brand-building strategy.

What do you see or feel when watching their shows, seeing their magazine covers, or browsing their magazine while waiting in the grocery line?

Authenticity: The couple’s down-to-earth demeanor and genuine interactions make them approachable and relatable.

Love and Trust: Their affection for each other and their family creates a sense of trust and warmth.

Friendship: Their collaborative approach and camaraderie instill a sense of friendship and community among their fans.

Family: Their emphasis on family values resonates with many viewers, creating a sense of belonging.

Fun: Both Chip and Joanna’s playful and lighthearted personalities inject a sense of fun and enjoyment into their work.

Problem-solving: Their ability to transform spaces and solve challenges inspires viewers to believe they can do the same.

And being photogenic certainly doesn’t hurt!

It’s hard to fake brand authenticity

I think this might explain why most politicians give people the cringe.

Brand authenticity is difficult to measure, but it’s a very important factor in determining how well you’re perceived and how trustworthy your brand is considered to be.

Authentic brands are sincere, personable, and believable. Using Chip and Joanna as an example, I’ve listed some Social Media Week suggestions on how to make your own brand more authentic:

1. Hold real conversations

Hold real one-on-one, personal, and natural conversations with your customers. 

Get involved when your followers post comments that prompt discussions. Chip and Joanna are not only responsive and authentic to their fans, but they also provide new content based on what their customers are interested in.

Key takeaway: Social engagement and content marketing should be driven by a genuine desire to connect with your audience.

2. Avoid any formulaic responses

One common branding mistake is using “response formulas” to streamline social media interactions. These generic responses can come across as robotic and uncaring, alienating customers. Your brand misses a valuable opportunity to connect with your audience. 

To be authentic and build trust, you must tailor your responses to each individual query.

I love how enthusiastic Joanna’s reply tweet is here:

Key Takeaway: Avoid using canned responses on social media. Take the time to thoughtfully consider each query before responding. Remember, your responses represent your brand.

3. Express Opinions

Opinions are often seen as dangerous territory; everybody has a set of unique opinions, and the very nature of opinions means that not everybody agrees with them.

If you choose to express a particular opinion on behalf of your brand, it could mean completely alienating the other side.

However, choosing and announcing an opinion—shows that you care more about your own integrity than winning people over.

This counterintuitive approach can actually win people over, as it showcases your authenticity. Even those who disagree with your opinions may respect your honesty. 

Chip and Joanna excel in this area. Their fans appreciate their family values and faith as much as or more than their design abilities.

Key Takeaway: Expressing your opinions authentically can strengthen your brand’s connection with your audience, even if it means alienating some.

Chip and Joanna Gaines are building their brand in an authentic and majorly entertaining way. Any other Fixer Upper fans out there? How else do you think they express their brand in authentic ways?

Build a lasting brand with Brown Bag Marketing

At Brown Bag Marketing, we specialize in crafting compelling brand narratives and revitalizing outdated identities.

See how we transformed Arcadia Beverage’s brand with our innovative rebranding campaign. Our team crafted a fresh new look and feel that perfectly captured the company’s essence. Let us do the same for your brand.

Our creative team can help businesses of all sizes, from small local enterprises to large international corporations, develop a unique brand voice, refine your visual identity, and create marketing materials that resonate with your target audience. 

Whether you’re launching a new brand or refreshing an existing one, we have the expertise to guide you through the process. 

Contact us today to discuss your branding goals.