Proptech firm Houzecheck is introducing a cartoon mascot named Bruce the Beaver as part of a brand-building strategy aimed at making surveying more memorable and distinctive.
The company said the character is intended to strengthen brand recognition and create an emotional connection with both customers and broker partners in a sector it describes as largely undifferentiated.
The move marks a shift towards the type of character-led branding more common in consumer markets, with Houzecheck positioning itself as “the brand with the beaver” to drive visual recall.
The surveying portal says the surveying and valuation industries lack recognisable brand identities and remain dominated by transactional, look-alike propositions.
BRUCE THE BEAVER
Richard Sexton (main picture, left, alongside Bruce), Commercial Director of Houzecheck, says: “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.”
BEAVER TOUCHPOINTS
Bruce will be rolled out in three phases as Houzecheck integrates him across its brand touchpoints and begins engagement with brokers and customers.
The character will later feature in marketing campaigns, seasonal content and storytelling series as the company aims to build a long-term association between beavers and the Houzecheck name.
BEAVER ASSETS
Sexton adds: “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 appear across Houzecheck’s social media channels in posts, animations and seasonal graphics.
On its website he will feature in hero illustrations, guidance points, loading states and explainer material, and will be incorporated into email signatures and communication templates.
The firm also plans to distribute branded soft-toy versions of Bruce to new homeowners following surveys, while the mascot will feature on event banners, brochures, presentations and merchandise.
SCALABLE BEAVER
Amit Bansal, Founder and Chief Executive of Houzecheck, says: “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.”
