The tone of voice is energetic, punchy and clever, and calls on consumers to get their home in order. Never patronizing, alarmist or judgmental, Handy is always positive and optimistic, with an inherent ease. Messaging reflects the brand personality - expert, premium, charismatic and personal. It taps into the true emotional benefits of having a home in great condition, while clearing referencing cleaning or home services as the first, and most important, step.