Proptech Houzecheck is launching Bruce the Beaver, a mascot designed to make surveying memorable, trustworthy and instantly recognisable.
Bruce is being introduced to increase Houzecheck’s brand recognition, memorability and emotional connection with customers and Houzecheck’s conveyancer partners. Bruce has been designed to position Houzecheck as ‘the brand with the beaver’ and create instant visual recall and distinctiveness within an undifferentiated market.
The surveying portal says the surveying and valuation sectors lack a recognisable, character-led brand while existing competitors remain transactional and indistinct.
Richard Sexton, commercial director of Houzecheck, said:
“Churchill has a bulldog, Comparethemarket has a meerkat – now Houzecheck has Bruce. Consumer brands leverage mascots to build familiarity, drive recall, and humanise brand perception. Mascots act as consistent, memorable brand assets that outperform logos and slogans in long-term recognition.
“Bruce anchors Houzecheck’s visual identity and narrative. He was designed to personify Houzecheck’s brand attributes. He is reliable and hardworking, core traits of beavers; he personifies smart-casual professionalism, reflecting the persona of surveyors; as well as being friendly, approachable, and trustworthy.”
Houzecheck will introduce Bruce the Beaver in three phases as the proptech integrates him across brand touchpoints and begins to engage with conveyancing partners and customers. He will then start to participate in campaigns, seasonal content, and storytelling series – with a view to building consistent recognition where audiences associate beavers with Houzecheck.
Sexton added:
“We want Bruce to increase brand recall and differentiation within property services, to deliver higher engagement rates across social media channels, improved customer sentiment through character-based storytelling, and to build long-term brand asset equity comparable to mascot-driven category leaders.”
Digitally, Bruce will be used across Houzecheck’s social media channels as a recurring presence in posts, animations and seasonal content. On the Houzecheck website he will be used in hero illustrations, guidance points, loading states, and explainer visuals. He will also appear in email signatures and templates for internal and external communication.
Houzecheck is also planning to give branded soft toys to new home owners post-survey – and Bruce will appear on banners, brochures, presentations and merchandise at events and trade shows.
Amit Bansal, the founder and chief executive of Houzecheck, said:
“Bruce the Beaver is a scalable, multi-channel brand asset designed to humanise Houzecheck, differentiate it from competitors, and create a lasting visual identity in a transactional market. The team has done a great job designing him and I am looking forward to seeing him brought to life.”
This article was submitted by Houzecheck as part of an advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.
