Creative Audit, Branding and Design
Softhome is fighting in an extremely competitive marketplace, and we have identified areas that need improving - service, website and the consultation process – but to build a divergent brand, Softhome needs to make an iconic move. A big move that will give itself serious advantage.
Softhome always had an excellent reputation for service and quality product - as reflected on social media reviews. Unfortunately, Softhome is competing in an extremely competitive market place, and the brand needs to make a divergent move to stand out.
A divergent move is an action that alters the competitive landscape and captures the people's attention.
The process of furnishing and decorating does not just happen in the beginning - it's an entire process - from buying to disposal and changing. Softhome needs to be the first to own this whole process. Softhome needs to communicate that it cares beyond just selling its product, but also care for the customers.
Softhome divergent move is Softhome +Care - a support service for Softhome customers. It is a paid service that helps with repairs, cleaning, disposal and recycling. It is a transformative service that will give the company a serious competitive edge. It also demonstrates that Softhome cares - a quality that it already has.
While Softhome +Care is actual service that provides excellent value to the customer, it is best to think about it as a platform to demonstrate Softhome's value of care.