BRAND STRATEGY / BRAND ARCHITECTURE / POSITIONING / VOICE and tone / Messaging
Brand strategy, architecture and naming for Houzz Pro
Challenge
Houzz is the number one platform for home remodeling and design providing tools and resources for homeowners and home professionals.
That’s why In 2019, Houzz decided to bring all its B2B solutions under one roof to provide a comprehensive platform for professionals. This included the Houzz Trade program, the Houzz Pro + Advertising program, and the Ivy project management software.
With the creation of the new all-in-one business platform for professionals, Houzz needed to redefine its brand architecture and create a brand strategy to position the new offering.
Discovery Sessions
To better understand the vision for the new B2B brand, I conducted 16 one-on-one interviews with Houzz's industry solutions leadership, including VP of Marketing, VP of Product, Product Designers, Sales, Ivy Founders, and Public Relations.
Since there were no resources for conducting user interviews at the time, I gathered testimonials and insights from sales reps and editorial writers who work closely with home professionals.
Competitor Analysis
As an all-in-one business platform, Houzz's new B2B offering has multiple competitors. Because the main offerings of Houzz B2B are project management and lead generation, the platforms that fall into those categories were categorized as direct competitors and further analyzed.
Unlike its competitors focused on one solution, Houzz Pro gives professionals the tools they need to run successful businesses and connects them with a global community of homeowners looking to improve their homes.
Data Analysis
Value Prop. Canvas
All the data collected during the interviews with the stakeholders was affinitized and combined into a value proposition canvas to provide a clear view of the new offering and how it helps users.
Workshop & User Validation
Strategy Workshop
After analyzing the data, I conducted a workshop with key stakeholders to discuss the findings from the interviews and define as a team the elements of the brand strategy.
User Validation
Once the different value propositions and positioning statements have been defined during the strategy workshop, I conducted a series of interviews with home professionals to get their opinions on which statements resonated best with them.
Brand Architecture & Naming
Different types of brand architecture models and naming options were presented to the stakeholders. A branded house model was chosen to link the new platform with the positive reputation of the Houzz brand.
Houzz Pro It was selected as the official name for the personal connection it creates with the professional community and for its ease of use in small spaces like the mobile app.
Houzz Pro: 360 Business Success
Most of the home design, construction and renovation professionals who turn to Houzz Pro are small business owners that have to wear multiple hats —from marketing and sales to finance and customer service.
Houzz Pro acts as an extension of their team providing home professionals with the tools and encouragement to run a successful business with confidence and strength.
