Brand
HomeServe
Brand & Creative
Driving the brand strategy home
Project Types
Brand strategy
The challenge

HomeServe entered 2020 in robust health and with a huge ambition: to become the global leader in home services.

But to do so, it needed to grow a direct-to-consumer business in the US – courting a younger audience, evolving its brand and messaging, and becoming a category leader.


Our approach

Canvas8 partnered with HomeServe on a comprehensive, mixed-methodology research project designed to move the brand from where it was to where it needed to be. This involved: 

Cultural landscape mappingto identify consumer priorities, behaviors, and mindsets in the home services category.
Semiotic analysis to reveal white-space opportunities for HomeServe and index notable developments by competitors.
Expert insightto unearth the psychological factors, drivers, and motivations that influence decision-making around the home.
Consumer diaries and one-to-one in-depthswith prospective consumers, mapping purchase journeys and grounding our thinking in real experience.
A nationwide audience profiler survey of over 2,000 American homeowners to help us scale our thinking and profile the HomeServe customer of the future.
Output

A video highlight reel helping to bring key insights to life and amplify the work.

A highly visual strategic playbook laying out 13 strategic opportunities for HomeServe to build a stronger consumer-facing brand, ranked by scale and impact.

Results

We were invited to present the work to the HomeServe PLC Board of Directors and received special praise from its founder, Richard Harpin, for specific insights around how HomeServe can leverage people’s ‘love for the local’.

Our strategic recommendations – ranked by scale and impact, from easy wins like showcasing consumer reviews to long-term changes like branding HomeServe as a one-stop-shop – are currently being used by senior HomeServe stakeholders in product, creative, and branding teams

Insights into touchpoints and positioning helped HomeServe better plan the tone and timing of its communications, enabling it to better reach the younger, more dynamic HomeServe customer of the future.

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