Challenge: H&R Block wanted to reposition its Block Advisors sub brand to broaden its customer base, pivoting from a provider of high-end tax services for individuals to a provider of tax, bookkeeping and payroll services for small business owners.
Approach: I analyzed existing primary research and supplemented it with secondary research to uncover customer, competitive and cultural insights. These learnings guided the creation of the new positioning, ensuring it laddered up to H&R Block’s master brand for consistency and credibility.
Insight: Small business owners love what they do. While they have expertise in their fields, most don’t have expertise in finances. 40% consider themselves financially illiterate, yet 81% are responsible for their business’s finances. Smart business owners know they can’t be good at everything.
New Positioning: Block Advisors is the champion of small business finance, so small business owners can confidently pursue their passions.
Creative Approach: Create a visual symbol of financial tasks hanging over the heads of small business owners, showing how it distracts from their passions.
Repositioning Campaign:
