Consider the integral equation
$$\phi(x) = x + \lambda\int_0^1 \phi(s)\,ds$$
Integrating with respect to $x$ from $x=0$ to $x=1$:
$$\int_0^1 \phi(x)\,dx = \int_0^1x\,dx + \lambda \int_0^1\Big[\int_0^1\phi(s)\,ds\Big]\,dx$$
which is equivalent to
$$\int_0^1 \phi(x)\,dx = \frac{1}{2} + \lambda \int_0^1\phi(s)\,ds$$
How can I go from here in order to solve the problem for the homogeneous case and find the corresponding characteristic values and associated rank?
If you are after finding $\phi(x)$, one approach that comes to mind is to assume it is smooth enough to have a normally convergent (so we can interchange series summation and integration) Taylor expansion on $[0, 1]$: $$ \phi(x) = \sum_{n \geq 0} a_{n} x^{n}. $$ Substituting it into your equation, we get: $$ \sum_{n \geq 0} a_{n} x^{n} = x + \lambda \sum_{n \geq 0}{a_{n} \over n+1}. $$ Matching up the coefficients of the difference powers of $x$, we get: $$ a_{n} = 0 \quad \mbox{ for } n \geq 2, $$ $$ a_{1} = 1, $$ and $$ a_{0} = \lambda \left(a_{0} + {a_{1} \over 2}\right). $$ This gives a relationship between $a_{0}$ and $\lambda$.