Brand homes, also known as brand houses or branded houses, are immersive and interpretive venues strategically designed to establish a strong bond between brands and consumers. They serve as experiential platforms to cultivate brand advocacy, foster a sense of community, and drive revenue growth. In this article, we will delve into the concept of brand homes, their benefits, and some compelling examples.
Benefits of Brand Homes
Brand homes offer various advantages to businesses, making them an increasingly popular strategy in today’s competitive market.
1. Revenue Generation
Brand homes provide sensory experiences that can be highly lucrative. An excellent illustration is the Guinness Storehouse in Dublin, Ireland. With adult ticket prices ranging from $15 to $30 and attracting over 1.7 million visitors annually, the brand home has evolved into a significant profit center.
2. Brand Building
Inviting the public to your headquarters, factory, distillery, or flagship store serves as a powerful pillar of brand strategy. It also sets your brand apart from the competition. By spending considerable time engaging with your brand experiences, consumers make a conscious decision to explore your brand identity on a deeper level.
3. Customer Advocacy and Community
Bringing loyal customers together in one place creates powerful moments of advocacy and community. For example, Michaels has harnessed the power of community through its community classroom program, attracting over 1 million attendees since 2019. This advocacy not only generates buzz on social media but also drives direct sales growth.
4. Historical Preservation
Many brands contribute to their heritage community by preserving unique buildings and spaces. An excellent case in point is the ESB (Electricity Supply Board) in Ireland, which preserved House No. 29, a fully intact Georgian townhouse.
Brand Home Examples
Let’s explore some exciting examples of brand homes that captivate consumers worldwide.
1. Factory Tours
Visiting the factory is an ideal way to witness the manufacturing process of your favorite products. In the United States, hundreds of brands open their doors for factory tours, providing museum-like experiences alongside guided tours of the factory floor. Tabasco’s experience and the Honda Heritage museum exemplify brands that have successfully created branded houses.
2. Distilleries & Breweries
Among the most popular brand homes are distilleries and breweries, where hundreds of alcohol brands welcome visitors for tours, events, and tastings. Guinness, with its offering at St. James’s Gate in Dublin, Ireland, consistently attracts over 1.7 million visitors each year. Strong brands leverage their existing facilities to offer special experiences to their customers and fans.
3. Retail Pop-ups
Many brands have embraced experiential pop-ups and demo centers to showcase their products. These spaces not only serve direct-to-consumer strategies but also help control overhead costs. Dyson Demo Stores stand as a successful example of this approach, enabling brands to test new products before a global launch.
4. In-store Experiences
Retailers often deliver in-store experiences, such as classes, concerts, and hands-on demonstrations, at their flagship stores. Although some may question whether these initiatives qualify as brand homes, they foster strong connections with consumers.
5. Sports
Stadium tours offer fans access to behind-the-scenes areas of their favorite sports teams’ facilities. For instance, the New York Yankees offer guided tours of their stadium, providing enthusiasts with a deeper connection to the team.
6. Driving Experiences
Car enthusiasts dream of participating in track days. Brands like sports car manufacturers have dedicated experience centers and theme parks where customers can take their dream cars for an adrenaline-inducing thrill ride.
7. Theme Parks
While not typically thought of as branded experiences, many popular theme park attractions are, in fact, brand homes. Disney’s parks, as a manifestation of a massive global media brand, are exceptional examples of profit centers operating at an impressive scale.
8. Digital Experiences
In response to the Covid pandemic, marketers have started experimenting with digital brand home experiences. These include virtual events, microsites, and branded online experiences aimed at replicating the traditional brand home experience in the digital realm.
Conclusion
Brand homes have emerged as powerful tools to foster brand advocacy, community, and revenue growth. By offering immersive experiences to consumers, brands can establish deep connections, stand out from the competition, and create a lasting impact. From factory tours to digital experiences, the possibilities for brand homes are diverse and promising.
FAQs (Frequently Asked Questions)
What are brand homes?
Brand homes are experiential and interpretive venues designed to connect brands and consumers, fostering brand advocacy and community while driving revenue growth.
How do brand homes generate revenue?
Brand homes offer sensory experiences and attract visitors, turning them into paying customers. For instance, the Guinness Storehouse in Dublin generates significant revenue through ticket sales.
What is the role of brand building in brand homes?
Inviting the public into your brand’s physical spaces allows consumers to engage with your brand experiences, facilitating a deeper understanding of your brand identity.
How do brand homes contribute to historical preservation?
Many brands preserve unique buildings and spaces, contributing to the heritage community. An example is the ESB’s preservation of House No. 29 in Ireland.
How have digital experiences transformed brand homes?
With the Covid pandemic, marketers have increasingly explored digital brand home experiences, including virtual events and branded online experiences, catering to consumers’ digital needs.
