Marketing Glossary

Brand Home

An event in which individuals interact in an online environment via the internet rather than meeting in person is known as a brand home.

What is a Brand Home?

Experiential and interpretative venues meant to connect businesses and consumers to generate advocacy, foster community, and grow income are known as brand homes (sometimes referred to as branded houses or brand houses).


The Advantages of Brand Homes

Numerous successful brands are reaping the benefits of brand houses, which include the following:

Historical preservation: Historic structures and spaces are preserved by a wide range of organizations, including many well-known companies. House No. 29, a meticulously preserved Georgian mansion, was restored by Irish power company ESB.

Customer advocacy and community: It’s a win-win situation when you can bring together your most devoted clients in one area. With over 1 million visitors to their community classroom program since 2019, brands like Michaels have recognized the value of this community. Social media buzz and direct sales increase could be generated by this advocacy.

Brand building: Brand strategy relies heavily on inviting the public into your flagship store, distillery, factory, or corporate offices. It’s also a way to stand out from the competitors. During a visit, customers commit to spending at least two hours immersed in your brand’s experiences and learning more about your brand’s personality.

Revenue generation: It is possible to make money from these sensory sensations. Consider the Dublin and Ireland, Guinness Storehouse. There are around 1.7 million visitors every year who pay between $15 and $30 for adult tickets, making the brand house a profitable venture.


Examples of Brand Homes

Digital experiences

Marketers are now experimenting with digital brand home experiences following the COVID-19 pandemic, which has spread panic all over in the physical world. There are many types of digital experiences that can be used, including microsites, virtual events, and branded online experiences.

Theme parks

The term “branded experiences” isn’t usually associated with theme parks, yet a surprising number of the most popular attractions are actually brand homes. To some extent, Disney’s theme parks are a tangible representation of the company’s enormous global media empire. These kinds of brand houses are profit centers when they’re managed at this size.

Driving experiences

Track days are a must-do for automobile aficionados. Driving your dream car on a private track with no speed limit is an exhilarating experience. Experience centers and even theme parks have been established by some of the world’s most prominent sports car manufacturers.

Sports

Tours of stadiums are a well-liked type of brand homes. Tours and special events usually provide fans a look into the stadiums’ backstage areas. The New York Yankees, for example, provide stadium tours.

In-store experiences

A recurring theme across retailers is to offer in-store activities like courses, concerts, and hands-on demonstrations,┬áin addition to pop-up brand houses. However, many of these projects are launched at merchants’ flagship stores, which some may argue is a slur on the term “brand home”.

Retail pop-ups

More and more companies are creating experience pop-ups and demo centers for their products in order to better connect with their consumers. A lot of people see this as part of a DTC plan, but others see it as a method to cut costs. The Dyson Demo Stores are a good illustration of this. Additionally, they can be used to conduct small-scale product trials before a wider rollout.

Distilleries & breweries

Distilleries and breweries are two of the most popular brand homes. More than a hundred alcoholic beverage companies allow visitors to see their facilities, participate in events, and sample their products. When it comes to Ireland’s top tourist attraction, Guinness at St. James’s Gate in Dublin typically attracts over 1.7 million people each year. Customers and followers of strong brands may take advantage of the facilities already in place to create unique experiences.

Factory tours

A factory tour is a great opportunity to learn about the manufacturing process for some of your favorite items. Hundreds of companies in the United States allow visitors to see their factories. There are a wide range of possibilities, from hot sauce to airplanes. Exhibits like these not only provide factory tours but also provide visitors with museum-like experiences. Both the Tabasco experience and the Honda Heritage museum are great cases in point of how brands have created branded houses.