What do you think of when you think of 'home'? Is it locks and gates
and bars and security, or is it love and happiness and hope?
Our consumer brand HomeProtect is a successful home insurance company
in the United Kingdom. We have over 100,000 customers. We sell to the
18-70 demographic in an almost even split between 22-60yrs, and a
58%/42% male to female split. We need to convey strength, experience,
size. Secondary perception factors should be approachable, modern.
We’re not a security company. We don’t do locks. We’re not a
bank. People buy home insurance to protect their family, not just
their things. If you lost your house in a fire or because a tree fell
on it or a flood and it wasn’t insured, would your family suffer?
What does your home mean to you? We’re ‘home’ protect, not
‘house’ protect. Buying car insurance (which we don’t sell) is
like a tax. Buying home insurance is important and an emotive
purchase. Bars and locks and fortresses make us look unapproachable.
At the same time - be subtle! Don't swap locks for big love hearts!