WHEN BRANDING GETS PERSONAL
Successful brands earn our loyalty by first capturing our hearts. And sometimes, these brands aren’t companies…they’re people.
The Olsen twins
Nothing defined my adolescence more than my infatuation with the Olsen twins. The wholesome blond-haired, green-eyed fraternal twins were undeniably a brand. Long before anyone had heard of the Kardashians, the Olsens were it—the original famous sisters of my generation.
I feel a connection to these sisters. I grew up alongside Mary Kate and Ashley, who are just a few years older than me. As a young, impressionable tween, the Olsen twins were everything I aspired to be: blonde, beautiful, thin, fashionable—and never without a handsome love interest. They traveled the world, had amazing adventures, and never met a problem they couldn’t solve together. Their brand was aspirational and idealistic—every story had a happy ending in which both twins were able to have it all. What teenage girl wouldn’t be seduced by that?! As I entered my awkward years—cursed with acne, braces, and no romantic prospects—the twins’ seemingly perfect lives highlighted my own insecurities even more. Interestingly, this never incited resentment, but had the reverse effect: it made me love them even more.
I loved them so much that even their generic first names were a source of envy (at the time, I hated my “uncommon” name). When my mom enrolled me in an acting class at age 8, I made a bold move. As she filled out my registration form, I nudged her before she could finish writing my name. “My name is Ashley, not Sophie!” I whispered loudly. Inexplicably, she played along. I was referred to throughout the entire program, and on the playbill of the final show, as Ashley Lubin.
This wasn’t the only time (though it was the most memorable) that I strove to emulate the twins. Over the years, I copied hairstyles, outfits, expressions and mannerisms. The brand was truly part of my everyday life. I wasn’t the only one—the entire country was enamored with the Olsen twins, and to this day, any mention of them to a 90’s kid elicits an emotional, effusive response.
The most essential element of the Olsen twins brand is undoubtedly the unique twin bond they shared—one that, as an only child, I envied. This bond was visible on and off the screen. Their brand stood for something—love, loyalty, friendship—and despite the overdramatized and unrealistic storylines, these values authentically shone through every time.
My adolescence is punctuated with vivid memories of watching Mary Kate and Ashley films during sleepovers, dancing along to the songs that I knew by heart. But like myself, the twins grew up. Their last film together, New York Minute, was released in 2004. Mary Kate sought treatment for an eating disorder shortly after, and both girls announced their retirement from acting to focus on fashion in 2012. In 2015, they declined the opportunity to reprise their role(s) as Michelle Tanner in Fuller House. It was the end of an era. This was not the future I imagined for them, and I am left feeling disappointed and disillusioned.
On the upside, I decided to stick with Sophie—I think it suits me better.
Chip & Joanna Gaines
Chip and Joanna Gaines, the former darlings of HGTV’s Fixer Upper, haven’t just built a brand, they’ve built a lifestyle empire over the past 7 years. Ever since the couple first charmed America on Fixer Upper, the Gaineses have become a household name, and then some.
The husband-wife duo has made their design aesthetic ownable and brandable. Characterized by rustic wood, neutral colors, aged metals, and antique accents, their “modern-farmhouse” look is instantly recognizable and desired by homeowners across the country. Joanna’s decorative use of shiplap, for example, has transformed a formerly functional material into an obsession-worthy one; as synonymous to Fixer Upper as tissues are to Kleenex.
The Gaineses’ brand power is so strong, anything they touch seems to turn to gold (or shiplap). The duo has singlehandedly revitalized Waco, Texas—breathing new life into a town with a bad rap. Today, Waco boasts the restaurant Magnolia Table, coffee shop Magnolia Press, and the main attraction: Magnolia Market—a complex that spans 2 city blocks and includes a bakery, garden center, and a 12,000 square foot retail store. The benefits this all has created for the local economy are significant; coined the ‘Magnolia Effect,’ the impact has elevated Waco from pit stop to destination.
There is no magic in Chip and Joanna’s designs. There certainly is nothing magical about the town of Waco. But as an act of branding, what the couple has done is magic. Chip and Jo can do it all: run a farm, raise 5 children, manage multiple businesses, help their community, and squeeze in weekly date nights to nurture their loving marriage. They have attained our societal ideal of ‘having it all,’ but they don’t let it consume them. They enjoy their lives. They don’t take themselves too seriously. They actually like each other. And we like them.
People are so enamored with Chip and Joanna that they have become deeply interested in all facets of their life, affording the couple a certain power comparable to the likes of Oprah; people want to know what Joanna is cooking, what Chip is building, what projects their children are working on, and how they maintain a strong marriage. They don’t exploit this, but instead humbly welcome consumers into their lives and home. They have enormous influence, but aren’t influencers. In a culture where celebrities wield god-like power, the couple has remained modest, levelheaded, and deeply committed to the things they hold dear.
Their brand has this same quality—with the magnitude it has achieved, it still feels thoughtful, curated, and designed with the important things in mind. Some days, that’s just a batch of homemade chocolate chip cookies.