Founded by Chip and Joanna Gaines, the Magnolia Market is only one of the couple’s many businesses, that all contain an emblem of a magnolia tree in their brand. “We love magnolia trees,” Chip explained. “It really embodies our company. It’s basically become our mascot… Every project we do, we love to plant a magnolia gem.”
What is Magnolia Market?
Locals in downtown Waco, Texas, are aware of the landmark 120’ high silos that were erected in the 1950s as part of the Brazos Valley Cotton Oil Company. Now that the silos are no longer being used for storage, and the surrounding land is open to the public, two famous TV personalities acquired two blocks and turned them into a shopping complex. The shopping complex is sometimes called by its nickname, “the Silos”. It’s been a major hit with the locals since it has resulted in a massive influx of new business – the restaurant industry got a major foothold and the shopping complex now attracts tourists regularly enough to warrant daily visits from tour buses.
The entrepreneurs behind the brand
The TV personalities behind the popular brand Magnolia’s Market are a husband and wife team, Chip and Joanna Gaines. The couple is well-known because they host HGTV‘s popular TV series, Fixer Upper. Joanna Gaines actually studied a completely different profession and completed her academic career at Baylor University with a degree in Communications. Her husband, Chip, had an interest in construction form a decor and remodelling perspective. Since they shared a passion for aesthetics and living spaces, they launched their own TV series “fixer-upper” which turned into a massive hit, making them famous. The couple now owns a series of businesses under the word “Magnolia”, including Magnolia Homes, Magnolia Market, and Magnolia Table.
About Magnolia Market’s customers
Magnolia Market has taken their ability to brand themselves well and they have really run with it, seizing every single opportunity they can use their branding. This includes vertical surfaces, signboards, and other decorative methods. ANother branding element that has truly made this couple a popular due that people look up to (and love to buy from) is their use of humor. Chip can be incredibly entertaining with his odd antics – it adds personality to their brand. ANother reason this brand has really taken off? They’re nos rangers to social media. In fact, they invest very heavily in this method of marketing. Joanna won the “TV Personalities on Social Media Chart” and it’s easy to understand, she’s natural and authentic online.
Magnolia Market at the Silos: The brand story
This family-friendly brand appeals to people from every walk of life They’re straightforward and down to earth but together, they have a fantastic eye for aesthetics. Being a husband and wife duo, they’re relatable and create quite the image that DIY couples look up to. Chip and Joanna leave the boundary-pushing tactic to other brands, sticking to family-friendly, relatable, and relaxed content that you can use to learn from or simply enjoy in the background.
So, why did they choose magnolias to symbolize their brand and as a uniform element across all of their business names? During one of the shows, Chip explained it to one of his children: “You know what’s interesting about a magnolia tree?” One of Mama and I’s first dates, I climbed up a magnolia tree and I pulled her off a magnolia bloom and I gave it to her.”
Choosing your brand’s “forever name”
If there’s anything we can learn from Magnolia Market, it’s that sometimes the simplest gestures of kindness or affection can leave us remembering a particular flower, a tree, or even a date in the calendar. These kinds of experiences stand out in life. They’re little placeholders of joy. These experiences create a perfect opportunity to choose a brand name and build your companies identity around that happy memory. Do you have a good idea of what you’re wanting, but battling to nail it perfectly? Take your experiences and memories and put them into a business name generator for some inspiration.
Grant Polachek is the Director of Marketing at Squadhelp–transforming the way names are developed by combining an affordable agency-level brainstorming process with the unmatched creativity of “the crowd.”