Home Hardware Rebrand

Background

Home Hardware, the largest independently owned home improvement company in Canada with over 1,000 stores, recognized a unique branding opportunity through research and customer-centric efforts. Consumers perceived independent store owners, like those of Home Hardware, as providing better service than big-box competitors such as Home Depot.

Strategy

A new positioning was developed to align the homeowner customer with the Home Hardware store owner, focusing on service and ownership. The rebranding included new taglines and visuals across all communication channels, including website, social media, television, digital platforms, and in-store collateral.

Implementation

The complete rebranding initiative aimed to highlight the personal service and dedication of Home Hardware store owners. This comprehensive effort involved:

• Website Revamp: Updated visuals, content, and user experience to reflect the new brand positioning.

• Social Media Campaigns: Engaging content emphasizing the connection between store owners and customers.

• Television and Digital Ads: Focused on storytelling that showcased real-life interactions and superior service.

• In-Store Collateral: Consistent branding visuals and messaging across all physical touchpoints.

Results

Despite simultaneous new positioning launches by three significant competitors (Home Depot, Canadian Tire, and Rona) with higher media spending, Home Hardware's rebrand stood out and resonated with Canadian consumers.

• Brand Recognition: 75% of Canadians correctly identified the new Home Hardware positioning line, compared to only 15% for competitors.

• Awareness Growth: 25% increase in overall unaided awareness.

• Consumer Preference: Double-digit increases in 'First Choice' and 'Last Shopped' metrics.

• Social Media Acclaim:

• #1 Retail Brand on Facebook by Canadian Business.

• Named in Canada's Top Social Brands by Strategy Magazine.

• Recognized as one of Canada's Most Valued Brands.

• Listed among the Top 25 Brands in Canada.

The Home Hardware rebrand successfully leveraged consumer perceptions of independent store owners to create a distinct and memorable brand positioning. The comprehensive and integrated approach across all communication channels ensured that the brand message was clear and consistent, significantly improving brand recognition, consumer preference, and social media engagement.