Dan Antonelli

You are playing with someone's livelihood when you design their brand and you need to treat that responsibility as such. And I think that that's the part that makes me a little bit sad about some of the stuff that we're seeing happening in the industry as far as branding or people that are selling branding services. Some of them just are not qualified to be doing it.

You are playing with someone's livelihood when you design their brand and you need to treat that responsibility as such. And I think that that's the part that makes me a little bit sad about some of the stuff that we're seeing happening in the industry as far as branding or people that are selling branding services. Some of them just are not qualified to be doing it.

You know, we're going to look at your competitors. We're going to talk to you about likes and dislikes that you like, but also with the notion of keeping in mind that who we're building a brand for isn't necessarily you as the owner. It's for the people that you are trying to sell to.

You know, we're going to look at your competitors. We're going to talk to you about likes and dislikes that you like, but also with the notion of keeping in mind that who we're building a brand for isn't necessarily you as the owner. It's for the people that you are trying to sell to.

So you want to think deeper along the lines of what is the actual brand story that we're trying to communicate and how does the brand support it? How does the brand visually tell that story? You think about the brand that we did for Amanda at Grasshopper. Her tagline is forward as a way of life. So you have the grasshopper. Grasshoppers can only move forward.

So you want to think deeper along the lines of what is the actual brand story that we're trying to communicate and how does the brand support it? How does the brand visually tell that story? You think about the brand that we did for Amanda at Grasshopper. Her tagline is forward as a way of life. So you have the grasshopper. Grasshoppers can only move forward.

They're the only insect that actually can't move backwards. So you have a message that goes along with that visual that connects to that consumer to have them understand that we as a company will do everything in our power to make your home comfort solutions. you know, work, move forward, right?

They're the only insect that actually can't move backwards. So you have a message that goes along with that visual that connects to that consumer to have them understand that we as a company will do everything in our power to make your home comfort solutions. you know, work, move forward, right?

And the same thing is, what is the message to the actual employees that we as a company are going to do everything we can to propel you forward in your career, right? So you have a brand that not only speaks to the customers that you're trying to attract, but also helps attract the A players that you want to work for you in that company. So Amanda doesn't have a recruitment problem.

And the same thing is, what is the message to the actual employees that we as a company are going to do everything we can to propel you forward in your career, right? So you have a brand that not only speaks to the customers that you're trying to attract, but also helps attract the A players that you want to work for you in that company. So Amanda doesn't have a recruitment problem.

You hear so many people talking about recruitment problems. They can't find people that don't want to work for you. A lot of times people don't want to work for you because you don't look like a company that you want to be associated with. You think about your branding before and your recruitment challenges before versus what your recruitment looks like now.

You hear so many people talking about recruitment problems. They can't find people that don't want to work for you. A lot of times people don't want to work for you because you don't look like a company that you want to be associated with. You think about your branding before and your recruitment challenges before versus what your recruitment looks like now.

You think people look at your brand and say, hey, I don't think I want to be a part of this. I mean you're going to get brand new equipment. They're going to get brand new trucks. They're going to get training. So the brand goes a long way to support the notion of why people want to be associated with it.

You think people look at your brand and say, hey, I don't think I want to be a part of this. I mean you're going to get brand new equipment. They're going to get brand new trucks. They're going to get training. So the brand goes a long way to support the notion of why people want to be associated with it.

I think when people say or they hear how much it costs to actually get a real brand and they're like, that much and they'll say something like for just a logo. And if your mindset is it's just a logo, then you really truly have no understanding of branding and what that will do for your business and how will it affect everything across your channels.

I think when people say or they hear how much it costs to actually get a real brand and they're like, that much and they'll say something like for just a logo. And if your mindset is it's just a logo, then you really truly have no understanding of branding and what that will do for your business and how will it affect everything across your channels.

That's why you mentioned earlier about the lifeblood of your business. And this is the area that you want to save the most amount of money on. This is the area you want to skimp on is your brand really. And then these are the same people that are really upset with how much it costs them every month to buy leads on Google.

That's why you mentioned earlier about the lifeblood of your business. And this is the area that you want to save the most amount of money on. This is the area you want to skimp on is your brand really. And then these are the same people that are really upset with how much it costs them every month to buy leads on Google.

So these are the same people whose booking rate sucks and their close rate sucks and their average tickets suck. And all those things are related to brand. It's all connected. So it's kind of I think that misconception about what a logo is and not understanding that a logo is just a piece of that brand. It's the foundation for it for sure.

So these are the same people whose booking rate sucks and their close rate sucks and their average tickets suck. And all those things are related to brand. It's all connected. So it's kind of I think that misconception about what a logo is and not understanding that a logo is just a piece of that brand. It's the foundation for it for sure.

Like you get that piece wrong and none of your marketing channels are actually gonna perform well.

Like you get that piece wrong and none of your marketing channels are actually gonna perform well.

Yeah, because sometimes people don't even know what your actual logo is, but they know what your truck looks like. And if the truck is done in a distinctive way, again, that repetition, they keep seeing it. They saw it on their neighbor's driveway. They saw it driving down the street. Now they actually went to your website. Oh, was that the same company that I saw my neighbor using?

Yeah, because sometimes people don't even know what your actual logo is, but they know what your truck looks like. And if the truck is done in a distinctive way, again, that repetition, they keep seeing it. They saw it on their neighbor's driveway. They saw it driving down the street. Now they actually went to your website. Oh, was that the same company that I saw my neighbor using?

Oh, yeah, that was. That's their van. So it's really important that the vehicle gets featured in a lot of your advertising because it's often more recognizable to them than your actual logo.

Oh, yeah, that was. That's their van. So it's really important that the vehicle gets featured in a lot of your advertising because it's often more recognizable to them than your actual logo.

So listen, I wrote the book because there's just so many common errors that home service companies are making with their branding. And I thought, why are they making these errors? First of all, right? And part of it is because they just don't know, right? So you don't know what you don't know. So even from day one, you start the business and you name it.

So listen, I wrote the book because there's just so many common errors that home service companies are making with their branding. And I thought, why are they making these errors? First of all, right? And part of it is because they just don't know, right? So you don't know what you don't know. So even from day one, you start the business and you name it.

And that's often the thing that gets done wrong, literally from day one, right? So the biggest chapter in the book is actually on naming, like how to name your home service company. What are the things that you should be looking for when picking a name and choosing a name? So I put the book out there because I'm like, hey, listen, not everyone can be a kick charge client, right?

And that's often the thing that gets done wrong, literally from day one, right? So the biggest chapter in the book is actually on naming, like how to name your home service company. What are the things that you should be looking for when picking a name and choosing a name? So I put the book out there because I'm like, hey, listen, not everyone can be a kick charge client, right?

But if they read the book, they would really better understand how the psychology of branding affects consumer spending, how it affects everything about their marketing channels, and how to leverage a brand as best they can in their business. Listen, it's something that I'm really proud of because it's helped so many people. I get so many emails from people. You could read the reviews on Amazon.

But if they read the book, they would really better understand how the psychology of branding affects consumer spending, how it affects everything about their marketing channels, and how to leverage a brand as best they can in their business. Listen, it's something that I'm really proud of because it's helped so many people. I get so many emails from people. You could read the reviews on Amazon.

It's just so gratifying for me because, like I said, not everyone can work with us, and that's okay, but I wanted people to have the most information possible to understand how this works, how this is supposed to function. Because there's literally no other information about it specific to home service branding that you can find. Like what other books are out there about home service branding?

It's just so gratifying for me because, like I said, not everyone can work with us, and that's okay, but I wanted people to have the most information possible to understand how this works, how this is supposed to function. Because there's literally no other information about it specific to home service branding that you can find. Like what other books are out there about home service branding?

There isn't. There's none, right? So I said, let me put what I've learned over the last 30 years into a book and hopefully it helps a bunch of people.

There isn't. There's none, right? So I said, let me put what I've learned over the last 30 years into a book and hopefully it helps a bunch of people.

It's good to be here, man.

It's good to be here, man.

Yeah, so listen, that's a big part of our core philosophy. You are playing with someone's livelihood when you design their brand, and you need to treat that responsibility as such. So for everyone on the team, they certainly recognize that the work that we do has the potential to change lives and that we need to really, really carefully design

Yeah, so listen, that's a big part of our core philosophy. You are playing with someone's livelihood when you design their brand, and you need to treat that responsibility as such. So for everyone on the team, they certainly recognize that the work that we do has the potential to change lives and that we need to really, really carefully design

accept that responsibility and hold that responsibility sacred to us so um i love you know sharing the feedback from our from our clients to our team like when they tell us about how their brand has impacted their lives it's something that's always front and center about much of our culture is the impact of our work.

accept that responsibility and hold that responsibility sacred to us so um i love you know sharing the feedback from our from our clients to our team like when they tell us about how their brand has impacted their lives it's something that's always front and center about much of our culture is the impact of our work.

And a lot of the people that work for us came from environments where they work for bigger ad agencies and they never got to get a sense of accomplishment. They never got to really see the results of their work. It's really cool. We're actually doing a wall wrap in our office that is featuring, we have like a hundred photos of all our clients in front of their vans with their team.

And a lot of the people that work for us came from environments where they work for bigger ad agencies and they never got to get a sense of accomplishment. They never got to really see the results of their work. It's really cool. We're actually doing a wall wrap in our office that is featuring, we have like a hundred photos of all our clients in front of their vans with their team.

The person that wrote that check to you is expecting you to know how to do your job because you have the potential to really affect their business negatively if you do it wrong.

The person that wrote that check to you is expecting you to know how to do your job because you have the potential to really affect their business negatively if you do it wrong.

And the headline is our brands change lives. And just a continual reinforcement. So anytime we get feedback like that, we're sharing it with the team. And I think that that's the part that makes me a little bit sad about some of the stuff that we're seeing happening in the industry as far as branding or people that are selling branding services. Some of them just are not qualified to be doing it.

And the headline is our brands change lives. And just a continual reinforcement. So anytime we get feedback like that, we're sharing it with the team. And I think that that's the part that makes me a little bit sad about some of the stuff that we're seeing happening in the industry as far as branding or people that are selling branding services. Some of them just are not qualified to be doing it.

Sure. Yeah. So we, you know, for I mean, this is our 30th year. So we have been doing branding for a really long time, branding, traditional graphic design services. And, you know, the missing piece of our puzzle was really digital marketing. And we wanted to really have that as part of our core offering so that we could really, truly offer something that was all in one.

Sure. Yeah. So we, you know, for I mean, this is our 30th year. So we have been doing branding for a really long time, branding, traditional graphic design services. And, you know, the missing piece of our puzzle was really digital marketing. And we wanted to really have that as part of our core offering so that we could really, truly offer something that was all in one.

And it's really...

And it's really...

upsetting to me to see because again you're playing with somebody's livelihood the person that wrote that check to you is expecting you to know how to do your job and if you don't know how to do your job don't get in the business because you have the potential to really affect their business negatively if you do it wrong and one thing i hate to see is when someone's gotten a brand done by someone and then i have to go redo it because it wasn't done right the first time and i think about all that all the effects that that's had on their business

upsetting to me to see because again you're playing with somebody's livelihood the person that wrote that check to you is expecting you to know how to do your job and if you don't know how to do your job don't get in the business because you have the potential to really affect their business negatively if you do it wrong and one thing i hate to see is when someone's gotten a brand done by someone and then i have to go redo it because it wasn't done right the first time and i think about all that all the effects that that's had on their business

And it's definitely something that that makes me sad to see when when someone doesn't treat it with that same care that we take. And, you know, I think that, you know, if people respected that responsibility that are performing these services, they would look at that differently.

And it's definitely something that that makes me sad to see when when someone doesn't treat it with that same care that we take. And, you know, I think that, you know, if people respected that responsibility that are performing these services, they would look at that differently.

That's why it's so important that when we partnered with with Ryan, that we partner with somebody that shared that same philosophy as far as understanding that the work that he does in digital marketing is that same exact philosophy.

That's why it's so important that when we partnered with with Ryan, that we partner with somebody that shared that same philosophy as far as understanding that the work that he does in digital marketing is that same exact philosophy.

So you could get your branding, you get your trucks, your brochures, your billboards, your valve packs. And then also have a killer branded website that not only was beautiful from an aesthetic point of view, but also functioned well from a digital marketing perspective.

So you could get your branding, you get your trucks, your brochures, your billboards, your valve packs. And then also have a killer branded website that not only was beautiful from an aesthetic point of view, but also functioned well from a digital marketing perspective.

I think also, Tommy, too, one thing to make note is I think the home service owners today have access to so much data at their fingertips. The problem is they don't know how to leverage it. Oh, that's a thing. So you look at the people that are on great CRMs and the data is literally right in front of you telling you – You've got to set it up.

I think also, Tommy, too, one thing to make note is I think the home service owners today have access to so much data at their fingertips. The problem is they don't know how to leverage it. Oh, that's a thing. So you look at the people that are on great CRMs and the data is literally right in front of you telling you – You've got to set it up.

Well, but if – looking at the data saying, well, what is our booking rate? What is our close rates? What is our acquisition cost? And if those numbers aren't in sync, well, why do you think they're not in sync? What's the underlying reason? So sometimes the data is literally right there telling you what you need to fix and you just have to know – how to fix it at that point.

Well, but if – looking at the data saying, well, what is our booking rate? What is our close rates? What is our acquisition cost? And if those numbers aren't in sync, well, why do you think they're not in sync? What's the underlying reason? So sometimes the data is literally right there telling you what you need to fix and you just have to know – how to fix it at that point.

Like it's literally saying, well, your booking rate is 80%. Well, why is it, why isn't it 90? You know, well, is that because of the CSRs? Is that because of branding? You know, there's all these things that it could be from, but the data is literally right there for you to analyze. And a lot of people just ignore the data.

Like it's literally saying, well, your booking rate is 80%. Well, why is it, why isn't it 90? You know, well, is that because of the CSRs? Is that because of branding? You know, there's all these things that it could be from, but the data is literally right there for you to analyze. And a lot of people just ignore the data.

And then they wonder why average tickets are low, why booking rates are low, why the close rates are low. And even the people who are always screaming and saying, oh, my digital marketing company sucks. When then you look at how many open estimates are they have. Right. So why aren't we rehashing? Why aren't we going after the open estimates?

And then they wonder why average tickets are low, why booking rates are low, why the close rates are low. And even the people who are always screaming and saying, oh, my digital marketing company sucks. When then you look at how many open estimates are they have. Right. So why aren't we rehashing? Why aren't we going after the open estimates?

So like sometimes, too, it's not that you need more leads. You need to do a better job with the leads that you're actually getting.

So like sometimes, too, it's not that you need more leads. You need to do a better job with the leads that you're actually getting.

And Ryan comes from Levergy, which is a really well-known and respected digital marketing company that specializes in home services. So for us, it was a natural acquisition to really compliment our services. And now what's beautiful about is, you know, soup to nuts, we can handle everything.

And Ryan comes from Levergy, which is a really well-known and respected digital marketing company that specializes in home services. So for us, it was a natural acquisition to really compliment our services. And now what's beautiful about is, you know, soup to nuts, we can handle everything.

And I think to that point, Tommy, you talk about the grassroots efforts that are required. They're not just for the guys that are just starting. And that's when you get bigger. Sometimes you ignore the grassroots efforts. You don't go to the community events. You're not in the parade. You're not helping the community. You're not sponsoring the little leagues.

And I think to that point, Tommy, you talk about the grassroots efforts that are required. They're not just for the guys that are just starting. And that's when you get bigger. Sometimes you ignore the grassroots efforts. You don't go to the community events. You're not in the parade. You're not helping the community. You're not sponsoring the little leagues.

All those things do not cost a lot of money. But those are the things sometimes that the PE-backed companies can't compete with. They don't do any of that stuff. So becoming that notion of five-mile famous within the community so everyone within five miles know who to think about when they need that particular service, a lot of those efforts are not just specifically happening online.

All those things do not cost a lot of money. But those are the things sometimes that the PE-backed companies can't compete with. They don't do any of that stuff. So becoming that notion of five-mile famous within the community so everyone within five miles know who to think about when they need that particular service, a lot of those efforts are not just specifically happening online.

They're happening legitimately in person, right? So what are we doing to put our brand name in front of the community on a regular basis? Are we going to the 4th of July parade? Right. with a branded truck that's rolling at three miles an hour and the streets are lined four deep with people in my community that I'm trying to sell. How much do you think that costs?

They're happening legitimately in person, right? So what are we doing to put our brand name in front of the community on a regular basis? Are we going to the 4th of July parade? Right. with a branded truck that's rolling at three miles an hour and the streets are lined four deep with people in my community that I'm trying to sell. How much do you think that costs?

Like literally, like one of my clients did last year for Halloween, they were throwing candy out from the truck and it was a mile and a half of three deep And the car is moving at three miles an hour. You can't look at anything else but that branded truck. So how many impressions did we get? And the cost was like $150. I'm like, are you kidding me?

Like literally, like one of my clients did last year for Halloween, they were throwing candy out from the truck and it was a mile and a half of three deep And the car is moving at three miles an hour. You can't look at anything else but that branded truck. So how many impressions did we get? And the cost was like $150. I'm like, are you kidding me?

Where could you have advertised for $150 and had that many eyeballs on the exact demographics that you're trying to reach at that parade?

Where could you have advertised for $150 and had that many eyeballs on the exact demographics that you're trying to reach at that parade?

So definitely looking at the logo as something that is communicating some type of feeling, some type of emotion, some type of promise. That's why naming becomes so critical as well. What does the name itself communicate? But when you look at the logo, if I had no other context,

So definitely looking at the logo as something that is communicating some type of feeling, some type of emotion, some type of promise. That's why naming becomes so critical as well. What does the name itself communicate? But when you look at the logo, if I had no other context,

except seeing that logo seeing that truck wrap what do i feel about what i might get if i chose to hire you right so i think that people again are misunderstanding how the logo is supposed to function and what it really is meant to do but it's meant to make people feel something it's meant to make people expect something right so the more generic you are with your brand the more it looks like everybody else's brand then i think you're just like everybody else and there's no no real logical reason for me to choose you over someone else at that point

except seeing that logo seeing that truck wrap what do i feel about what i might get if i chose to hire you right so i think that people again are misunderstanding how the logo is supposed to function and what it really is meant to do but it's meant to make people feel something it's meant to make people expect something right so the more generic you are with your brand the more it looks like everybody else's brand then i think you're just like everybody else and there's no no real logical reason for me to choose you over someone else at that point

But if I could look at a brand and I have a high expectation of what I might get as a service, that's when you know your logo and your brand is doing what it's supposed to be doing at that point.

But if I could look at a brand and I have a high expectation of what I might get as a service, that's when you know your logo and your brand is doing what it's supposed to be doing at that point.

Yeah. So listen, you invest in your brand. It's something that is your intellectual property, and you want to take the steps to protect it. So we always recommend our clients file a formal trademark on their logo, submit it to the – You got people that – Yeah, we have lawyers that work with our clients that handle it. It's not even a lot of money. It's like $1,500 to get it all set up.

Yeah. So listen, you invest in your brand. It's something that is your intellectual property, and you want to take the steps to protect it. So we always recommend our clients file a formal trademark on their logo, submit it to the – You got people that – Yeah, we have lawyers that work with our clients that handle it. It's not even a lot of money. It's like $1,500 to get it all set up.

But that means that literally no one in the country can ever use your branding or your brand elements or take pieces of your brand and basically try to steal it and use it as their own. I mean it happens sadly quite often. Probably most of me. Yeah, I mean we saw yours recently get done and we've had a lot of our clients unfortunately get sold or have their brand sold to other people.

But that means that literally no one in the country can ever use your branding or your brand elements or take pieces of your brand and basically try to steal it and use it as their own. I mean it happens sadly quite often. Probably most of me. Yeah, I mean we saw yours recently get done and we've had a lot of our clients unfortunately get sold or have their brand sold to other people.

Like imagine that. Like imagine someone sold your logo to another company. That other company didn't know it. They wrapped five trucks and then they get the cease and desist. Think about how expensive it is to fix that. So people sometimes say too, again, oh, let me get a logo on Fiverr. Let me go on a crowdsourcing site and get my logo.

Like imagine that. Like imagine someone sold your logo to another company. That other company didn't know it. They wrapped five trucks and then they get the cease and desist. Think about how expensive it is to fix that. So people sometimes say too, again, oh, let me get a logo on Fiverr. Let me go on a crowdsourcing site and get my logo.

Well, when they rip off someone else's brand and then you start using it and putting on everything you own, you think Fiverr is going to reimburse you? No. So again, there's risks in doing some of those things, but it is really important to protect your intellectual property.

Well, when they rip off someone else's brand and then you start using it and putting on everything you own, you think Fiverr is going to reimburse you? No. So again, there's risks in doing some of those things, but it is really important to protect your intellectual property.

Yeah. Yeah. So again, it was just nice to, instead of having like a generic website where someone just literally slaps your logo on the top of it and it feels kind of like everyone else's website, except maybe changing the color of the buttons and things like that. Now, like the brand that we design can live and breathe in that environment.

Yeah. Yeah. So again, it was just nice to, instead of having like a generic website where someone just literally slaps your logo on the top of it and it feels kind of like everyone else's website, except maybe changing the color of the buttons and things like that. Now, like the brand that we design can live and breathe in that environment.

And not only just the aesthetics, but the voice of the brand is something that we can build into the websites as So super excited about it. It's just, you know, really something that I think doesn't really exist right now as far as having that cohesive, you know, look of all the touch points. So everywhere that customer is interacting with your brand, they're getting the same message.

And not only just the aesthetics, but the voice of the brand is something that we can build into the websites as So super excited about it. It's just, you know, really something that I think doesn't really exist right now as far as having that cohesive, you know, look of all the touch points. So everywhere that customer is interacting with your brand, they're getting the same message.

They're getting the same story.

They're getting the same story.

So storytelling is a technique that you use to, again, create those pathways to their mind. You think about ways in which you create empathy, how you can actually build brands that connect to them in a meaningful manner. Again, Roy Williams, you know who Roy Williams is. Yeah, I was just talking to Ken Goodrich yesterday.

So storytelling is a technique that you use to, again, create those pathways to their mind. You think about ways in which you create empathy, how you can actually build brands that connect to them in a meaningful manner. Again, Roy Williams, you know who Roy Williams is. Yeah, I was just talking to Ken Goodrich yesterday.

And he has a great quote that just says something to the effect of, overspending on marketing is the tax you pay for being unremarkable. So building brands that connect to that key demographic that you're most interested in attracting, how does your brand speak to them?

And he has a great quote that just says something to the effect of, overspending on marketing is the tax you pay for being unremarkable. So building brands that connect to that key demographic that you're most interested in attracting, how does your brand speak to them?

And then the voice, the words that you use on your website, the words that you use in your social media posts, how do they also speak in a language that connects to the people that you're trying to sell?

And then the voice, the words that you use on your website, the words that you use in your social media posts, how do they also speak in a language that connects to the people that you're trying to sell?

So one good test that people can use if they're even thinking about wording and the messaging of their story and how that storyline reads is if you went on your own website and you literally changed the name of your company every time it's referenced to your biggest competitor, would the words on your website still make sense or would it be only applicable to you?

So one good test that people can use if they're even thinking about wording and the messaging of their story and how that storyline reads is if you went on your own website and you literally changed the name of your company every time it's referenced to your biggest competitor, would the words on your website still make sense or would it be only applicable to you?

You can't go to Amanda's website for Grasshopper and replace her name with someone else and have it make any sense. right so thinking about what is unique about the story of your company and how that story affects that consumer yeah the origin story like like here's the deal what do people think competitive advantages every one of the listeners wants to listen to this

You can't go to Amanda's website for Grasshopper and replace her name with someone else and have it make any sense. right so thinking about what is unique about the story of your company and how that story affects that consumer yeah the origin story like like here's the deal what do people think competitive advantages every one of the listeners wants to listen to this

They can go to kickcharge.com or just send me an email, danatkickcharge.com, and I'm happy to help them.

They can go to kickcharge.com or just send me an email, danatkickcharge.com, and I'm happy to help them.

Purple Cow is another good book too. Yeah. Purple Cow. Yeah. It's a really good book. A lot of our philosophy is rooted in that notion of disruption and standing out and in a sea of sameness, which is why we hate the white vans and a lot of that generic stuff for sure. And your book by Ryan Holiday on marketing is pretty good too.

Purple Cow is another good book too. Yeah. Purple Cow. Yeah. It's a really good book. A lot of our philosophy is rooted in that notion of disruption and standing out and in a sea of sameness, which is why we hate the white vans and a lot of that generic stuff for sure. And your book by Ryan Holiday on marketing is pretty good too.

At the time, no.

At the time, no.

I would say Aaron Gaynor from Eco.

I would say Aaron Gaynor from Eco.

Eco Plumber, I think, was 41 million the year that we rebranded him. A year later, they were at 60 million, which is pretty cool. Amazing. Yeah.

Eco Plumber, I think, was 41 million the year that we rebranded him. A year later, they were at 60 million, which is pretty cool. Amazing. Yeah.

So the one thing I want to say is we talked a lot about metrics. We talked a lot about KPIs. The one thing we didn't really talk about is the mindset of change that happens after rebranding. And I just want to bring this up because it's funny.

So the one thing I want to say is we talked a lot about metrics. We talked a lot about KPIs. The one thing we didn't really talk about is the mindset of change that happens after rebranding. And I just want to bring this up because it's funny.

I posted something on my Facebook page and you actually shared it on the home service page where we had a bunch of stats for a client that had rebranded and we were comparing the three months pre rebrand and post rebrand and the KPIs associated with it. And someone in the comments said something to the effect of, well,

I posted something on my Facebook page and you actually shared it on the home service page where we had a bunch of stats for a client that had rebranded and we were comparing the three months pre rebrand and post rebrand and the KPIs associated with it. And someone in the comments said something to the effect of, well,

That's great, but a rebrand will also totally re-energize the team and re-energize the ownership and things like that. And I'm like, absolutely, that is totally true what happens, but people don't look at that as something that they understand fully until they've gone through it. So they go through the process and they're like, oh my God, I am so much-

That's great, but a rebrand will also totally re-energize the team and re-energize the ownership and things like that. And I'm like, absolutely, that is totally true what happens, but people don't look at that as something that they understand fully until they've gone through it. So they go through the process and they're like, oh my God, I am so much-

Yeah, so much more energy about my company, where I'm going, and then the team is more behind you because they recognize that you're investing in branding because you're trying to build a better future for them. You're trying to create something that's going to have a lasting impact on their lives as well.

Yeah, so much more energy about my company, where I'm going, and then the team is more behind you because they recognize that you're investing in branding because you're trying to build a better future for them. You're trying to create something that's going to have a lasting impact on their lives as well.

So the mindset change that happens is really interesting to see how some of these owners that have been running these businesses for 10, 15, 20 years that get rebranded, it's almost like they're reborn. Like they just get so excited. They're super proud to be putting on that new uniform with that new brand and wear the branded apparel and things like that.

So the mindset change that happens is really interesting to see how some of these owners that have been running these businesses for 10, 15, 20 years that get rebranded, it's almost like they're reborn. Like they just get so excited. They're super proud to be putting on that new uniform with that new brand and wear the branded apparel and things like that.

And I think people underestimate what the value of that psychological shift is. that happens after rebranding. So we don't do enough actually talking about what happens to the owner's mindset and what that actually does to re-energize the internal team.

And I think people underestimate what the value of that psychological shift is. that happens after rebranding. So we don't do enough actually talking about what happens to the owner's mindset and what that actually does to re-energize the internal team.

We talk so much about the metrics for marketing, but what happens from a cultural standpoint and what happens to that owner's mindset is something that's really amazing to see.

We talk so much about the metrics for marketing, but what happens from a cultural standpoint and what happens to that owner's mindset is something that's really amazing to see.

Yeah.

Yeah.

I think, again, I love making pretty things, but it's the numbers that matter, right? So when you look at the benchmarks, you look at the KPIs, you look at the cost per acquisition and how much people are having to overspend on their marketing because their brand is unremarkable. And at the end of the day, you want to distill branding into one simple idea. It's how do I live in someone's mind?

I think, again, I love making pretty things, but it's the numbers that matter, right? So when you look at the benchmarks, you look at the KPIs, you look at the cost per acquisition and how much people are having to overspend on their marketing because their brand is unremarkable. And at the end of the day, you want to distill branding into one simple idea. It's how do I live in someone's mind?

rent-free, right? So what are we doing so you have a brand that's memorable? What are we doing so that when they see the truck, when they see the site sign, when they see the website, and then it's a few months later that they actually need your service, they're going into Google and they're typing in your branded name, not air conditioning repair near me or not plumbing repair near me.

rent-free, right? So what are we doing so you have a brand that's memorable? What are we doing so that when they see the truck, when they see the site sign, when they see the website, and then it's a few months later that they actually need your service, they're going into Google and they're typing in your branded name, not air conditioning repair near me or not plumbing repair near me.

And now you're fighting to be relevant to Google and you're paying to be relevant to Google. So think about how much cheaper it is to have branded keywords and how expensive it is to pay for those same clicks, right? So all the things that we are doing is trying to make a brand that lives in someone's mind, that they remember, that they feel something and they connect with.

And now you're fighting to be relevant to Google and you're paying to be relevant to Google. So think about how much cheaper it is to have branded keywords and how expensive it is to pay for those same clicks, right? So all the things that we are doing is trying to make a brand that lives in someone's mind, that they remember, that they feel something and they connect with.

And not only that, that they feel like there's a reason why they should choose you over a competitor and why they should even pay a premium in the process.

And not only that, that they feel like there's a reason why they should choose you over a competitor and why they should even pay a premium in the process.

Yeah. I mean, people forget that when you're thinking about the truck, you want to think about it as if it was an actual billboard. So if it was a billboard and you're driving by that billboard on the highway at 60, 70 miles an hour, how much time do you have to process what you're being presented? A couple seconds. So what can I put on there that is sticky that they will remember?

Yeah. I mean, people forget that when you're thinking about the truck, you want to think about it as if it was an actual billboard. So if it was a billboard and you're driving by that billboard on the highway at 60, 70 miles an hour, how much time do you have to process what you're being presented? A couple seconds. So what can I put on there that is sticky that they will remember?

And that's most important. And that's the single most important thing is your brand name, right? Because the it's easy for them to contact you if they know your brand name. They're gonna find you on Google, right? They're gonna just type in your name. That's why people get hung up on, hey, I need to have a big phone number on my truck. And I always laugh and I say, you know what?

And that's most important. And that's the single most important thing is your brand name, right? Because the it's easy for them to contact you if they know your brand name. They're gonna find you on Google, right? They're gonna just type in your name. That's why people get hung up on, hey, I need to have a big phone number on my truck. And I always laugh and I say, you know what?

Listen, the bigger your phone number, the weaker your brand is. Because really, when was the last time you took your phone out and you literally dialed digits to contact someone. You don't do it that way, right? So half the reps that we do today don't even have a phone number because it's not relevant. It's not really that important. And it's not a call to action, that truck.

Listen, the bigger your phone number, the weaker your brand is. Because really, when was the last time you took your phone out and you literally dialed digits to contact someone. You don't do it that way, right? So half the reps that we do today don't even have a phone number because it's not relevant. It's not really that important. And it's not a call to action, that truck.

It's something, again, meant to live in someone's mind for when they need service later on.

It's something, again, meant to live in someone's mind for when they need service later on.

Exactly. So people say, hey, let me put my QR code on the side of my van. Really? So what? I'm driving next to you and I'm going to scan the QR code? Oh, well, it's for when I'm parked. Again, how many people at that very moment need your services? So we don't believe in huge QR codes, putting them on the side of vehicles. It's not a call to action. It's meant for building your brand.

Exactly. So people say, hey, let me put my QR code on the side of my van. Really? So what? I'm driving next to you and I'm going to scan the QR code? Oh, well, it's for when I'm parked. Again, how many people at that very moment need your services? So we don't believe in huge QR codes, putting them on the side of vehicles. It's not a call to action. It's meant for building your brand.

So, you know, research is a big part of it. Right. So what are your competitors? What does the market look like? Right. So you look at what's happening already in the marketplace. How long does that take? I mean, it takes it's not it doesn't take a long time, but you have to really go in and look and see where the opportunity is. And that's where the thought process comes in.

So, you know, research is a big part of it. Right. So what are your competitors? What does the market look like? Right. So you look at what's happening already in the marketplace. How long does that take? I mean, it takes it's not it doesn't take a long time, but you have to really go in and look and see where the opportunity is. And that's where the thought process comes in.

So you know, I am confusion. Yeah, you want to look and say, okay, here's my top 10 competitors. Out of the top 10 competitors, five of them are using red, white, and blue. So red, white, and blue is already off the table. I can't use red, white, and blue because there's no way I can own it.

So you know, I am confusion. Yeah, you want to look and say, okay, here's my top 10 competitors. Out of the top 10 competitors, five of them are using red, white, and blue. So red, white, and blue is already off the table. I can't use red, white, and blue because there's no way I can own it.

So you start identifying where are the opportunities for us to build a brand that I can own the brand colors. So sometimes it's hard even just to do that. So you think about what are the three colors maybe that I can put together that I can own? Because maybe I can't own red. Maybe I can't own red and blue. Maybe I can own teal, red and blue or something like that.

So you start identifying where are the opportunities for us to build a brand that I can own the brand colors. So sometimes it's hard even just to do that. So you think about what are the three colors maybe that I can put together that I can own? Because maybe I can't own red. Maybe I can't own red and blue. Maybe I can own teal, red and blue or something like that.

So you start thinking about creatively what you can do. So you want to look at what strategies are they deploying? Are there a lot of mascots in this marketplace? Well, if there's 10 mascots in the marketplace, I don't want to put the 11th one out there.

So you start thinking about creatively what you can do. So you want to look at what strategies are they deploying? Are there a lot of mascots in this marketplace? Well, if there's 10 mascots in the marketplace, I don't want to put the 11th one out there.

So I want to think about a different strategy that no one else is doing so that I can be, again, ownable, so I can be remembered, not confused with somebody else. So you definitely want to do some research. And even for anyone who's listening, again, print out a picture of your van and compare it to the 10 people that you compete against and tell me where you live in that area.

So I want to think about a different strategy that no one else is doing so that I can be, again, ownable, so I can be remembered, not confused with somebody else. So you definitely want to do some research. And even for anyone who's listening, again, print out a picture of your van and compare it to the 10 people that you compete against and tell me where you live in that area.

does it look like the other 10 or does it look like something that's completely unique? And if it feels similar to what everyone else is doing- Change it. Yeah, change it. Then why would Mrs. Jones ever remember it, right? And I think that's the other thing too to always keep in mind is who are you marketing to, right?

does it look like the other 10 or does it look like something that's completely unique? And if it feels similar to what everyone else is doing- Change it. Yeah, change it. Then why would Mrs. Jones ever remember it, right? And I think that's the other thing too to always keep in mind is who are you marketing to, right?

Always keeping in mind that Mrs. Jones, she makes up 80 to 90% of the home purchasing decisions. So does your brand actually communicate to her? Is it actually something that she might connect to, something that she might remember, something that if she called you, what does she expect she's going to get? Because she's already afraid of who's coming to her home.

Always keeping in mind that Mrs. Jones, she makes up 80 to 90% of the home purchasing decisions. So does your brand actually communicate to her? Is it actually something that she might connect to, something that she might remember, something that if she called you, what does she expect she's going to get? Because she's already afraid of who's coming to her home.

How does the brand actually communicate to her and make her feel confident in who's going to show up at her house?

How does the brand actually communicate to her and make her feel confident in who's going to show up at her house?