UNLOCKING LATENT BRAND TRUST FOR A HOUSEHOLD NAME

What we loved

Putting a shared sense of pride back into the world of home improvements by focussing on all the little things that lead to getting each and every job done right

How we got there

Checkatrade was losing the trust of both its paying customers (ie tradespeople) and the tradespeople's customers (ie members of the public who need help). We found that the drop in trust had been caused by two things. The first was portraying tradespeople as cowboys, which compounded doubt in the industry and riled up Checkatrade’s decent customers. The second was a comms focus that relied too heavily on rational, proof based trust drivers (ie specs and stats) and ignored more emotional drivers of trust like transparency, honesty, integrity and good intentions. It was amplifying a divide between tradespeople and their customers and fostering an atmosphere of mutual mistrust. 

Our strategy was to re-establish a common ground between these audiences, based on shared values. We had to make tradespeople feel good about being tradies again and their customers feel good about hiring them. The shared value was the pride they both felt about getting these jobs done the right way. Because pride is both a key driver for, and a tangible result of, getting a job done right. Creatively, instead of focussing on big, brash, peacocking-pride, we focused on taking pride in the numerous little, unseen details; the details that end up guaranteeing a job done right.  

What it changed

We can’t tell you here. But if you want to find out more, give us a call.