From a favorite sports team to our neighborhood coffee shop to the gym we frequent, we happily buy merch for all kinds of things in our life. A new social media trend now has people branding their homes and creating custom merch for their own abode, and the concept is surprisingly charming.
Home branding isn’t exactly new, but has historically shown up in secondary, retreat-like residences a la ski chalets, lake houses, and even farms. The home branding trend asks, “Why let all the fun stop there?”
What Is the “Home Branding” Social Media Trend?
The home branding trend begins with naming your home and then tastefully incorporating details via “merch” that celebrates its identity. Some people are even going so far as to create a custom logo. The idea is to give your home its own personality, much like a boutique hotel or beloved destination.
“Personally, I believe home branding is a creative extension of what many designers have always believed: that your home will tell part of your story and represent who you both are,” says Swati Goorha, founder and principal designer of Swati Goorha Designs.
Think custom-embroidered hand, bath, or tea towels, monogrammed napkins for the table, or a welcome mat placed at the entryway. You could even create personalized matchbooks, candles, hats, or sweatshirts featuring your home’s name.
Designer Tips for Branding Your Home
Start with the name first. To come up with one that fits, consider the feeling your home encapsulates or the energy you want to convey.
For example, a cozy, welcoming retreat might be dubbed “The [Your Last Name] Nest,” while a laid-back getaway could go by “[City Name] Hideaway.” Goorha adds, “It could also be based on an architectural style, where you live, or a piece of family history.”
Another way to fine-tune your home branding is via a recurring visual element, like a color, motif or symbol, Goorha suggests. For instance, if you love gardening, you could use a botanical illustration on all of your stationery, or add illustrations to guest room items or even to things you’ll be using during entertaining.
From there, you can add a few pieces of custom merch, like towels, a welcome sign, or matchbooks. Goorha says to exercise some constraint so it doesn’t end up feeling cheesy, overdone, or too commercial. Just a few little touches can go a long way.
You can also turn your branding into an experiences. After all, the most lasting memories of your home branding are not necessarily what you spend money on. Think a signature drink that you serve to guests or a tradition you share with every guest.
Wendy Rose Gould is a lifestyle journalist who routinely contributes to Real Simple, Martha Stewart, Women’s Health, and House Beautiful, among others. She covers home and garden, wellness, and travel, focusing on thoughtful storytelling and detailed reporting. When not writing, you can catch her perusing thrift stores, singing, hitting the gym, and petting any cat or dog that'll allow it.
