HomeSteady Franchise Rebranding Case Study
When Oneupweb first started working with HomeSteady in December 2020, the brand was known as Shazam Home Services. As the franchise grew, its name and marketing assets needed to change. After a few initial conversations, their team made it clear it was time for a shake-up. No half-measures allowed; it was time for a new logo, new brand voice and tone, and an entirely new name.
They came to the right place.
Rebranding a Franchise, One Step at a Time
Oneupweb put together an integrated team of writers, SEOs, designers and researchers with franchise and home service experience. For all the rebranding tactics out there, the catalyst is always research both inside the brand and in the marketplace.
Scope of Work
- Brand workshop
- Brand name selection
- Logo design
- Brand voice and messaging development
- User testing (to refine brand messaging)
- Brand guide
The Problem
To their immense credit, “Shazam” knew it had a problem. The team acknowledged its current brand posed a barrier to growth that made marketing and franchise development inefficient.
Specifically, they felt their current brand name (Shazam) and branding was:
- Ambiguous. The name was not unique to them and did not explain what they did.
- Lifeless. The name and other branding had no personality related to their business.
Their team also felt they needed to better define their target audience to move forward with a rebrand.
The Solution: Research First
User Testing
Oneupweb conducted preliminary user testing (with third-party volunteers representing diverse backgrounds) to identify the target audience. Based on our learnings, we developed options for new branding, including the company name and key messaging. This phase challenged some of the core perspectives held about the franchise’s customers, revealing a wider range of demographics than initially understood.
Show, Don’t Tell
As our user testing progressed, we introduced prospective brand names, logos and other visuals for our testers to review. Their feedback spurred several important revisions, but things came together nicely. Soon, several designed and conceptual elements of the brand identity were chosen for further consideration.
In-depth Market Research
Relying on tester feedback and a range of industry publications, our team conducted market research to determine what truly sets the company apart in the home services industry. With a mix of national and local competitors, HomeSteady needed to establish a clear consumer-facing identity while attracting potential franchise owners. We used that research to inform the messaging about the brand, value propositions and differentiators.
Additional Research and Preparation
In conjunction with our audience and market research, we evaluated domain and trademark availability to ensure the domains and company names were available before we got too close to the final selection process. This also included examining potential disambiguation, local brands in prospective franchise markets and other potential issues that could limit the impact of the new brand.
Putting It All Together: The Rebrand Wrap-Up & Brand Guide
After months of research, meetings and revisions, Oneupweb created a brand guide for our client with the brand’s new name on the front cover: HomeSteady. The name reflects the company’s reliable, respectful home services and it was a thrill for our team members to see it in black and white – well, in brand-approved colors.
What HomeSteady’s Brand Guide Included
We tucked in all HomeSteady’s branding assets and messaging guidelines, including resources for accurately and consistently using logos, images and typography across their marketing channels.
- Approved messaging about services, value propositions, differentiators, company mission, etc.
- Voice, tone and writing style guidelines
- A new logo
- Other visual branding guidelines: typography, colors, imagery, etc.
One of the most important tactics for rebranding is consistency. Utilizing all brand assets consistently at the national and franchise level is critical to earning consumer trust and elevating brand recognition. Brand guides are a how-to resource that can keep an organization’s marketing efficient and coordinated.
The Results
“I just wanted to take this opportunity to thank everyone for the hard work and dedication that went into getting us to this point! I fully appreciate the effort that goes into rebranding a concept like this and I couldn’t be prouder of what has been accomplished in such a short amount of time. The name, logo, colors (along with all the supporting marketing collateral) looks amazing and truly has positioned this brand for great success. It couldn’t have happened without the three of you and all of the Oneupweb team.”
Tim O’Connor, Vice President / Professional Services
The HomeSteady team is moving forward with the confidence that their brand matches their business, resonates with their target audience and will help their franchise system grow. Working with HomeSteady allowed our team to flex all its muscles, including our home services industry experience, to deploy the best possible rebranding strategy for a franchise in this market.
Keep Your Franchise On-Brand with Oneupweb
For more than 20 years, franchises have trusted Oneupweb to move their business forward with an excellent mix of digital marketing services. Whether you’re reimagining your brand from the ground up or just want fresh eyes on your image, our integrated teams have the answers and ideas you’re looking for. Reach out here today or call (231) 922-9977 to get started.
Additional Branding Assets
