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Connor and Caroline of Wingman Heating and Cooling share how they transformed their company through rebranding, from their former identity as Auburn Premier Air to creating a distinctive brand that reflects their family values and company culture.

• Making the decision to rebrand despite fears and uncertainties
• Choosing a name and identity that allows for future market expansion beyond Auburn
• Creating a brand centered around their family dog Kai as the company mascot
• Building a brand that makes customers feel comfortable and safe
• Involving team members in the rebranding process to build buy-in
• Using vehicle wraps and consistent branding to increase visibility
• Recognizing that marketing serves dual purposes: attracting customers and future employees
• Seeing positive responses from both children and adults to their distinctive brand
• Recently acquired another local company and moved into a new building

If you're considering a rebrand for your business, reach out to Connor or Caroline at conner@wingmanac.com or caroline@wingmanac.com. Check out their brand at wingmanac.com or visit lemonseedmarketing.com if you're ready to create your own distinctive brand.

If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content.

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From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com

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We'll see you next time, Lemon Heads!

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Ever feel like you're throwing marketing dollars into a black hole and praying something works? You're not alone. In this refreshingly honest episode, we're peeling back the layers on what's really holding home service contractors back from marketing success.

Marketing for contractors has become a chaotic landscape of conflicting advice, flashy trends, and endless "must-try" tactics. It's exhausting trying to keep up! But after working with hundreds of home service businesses, we've identified three critical mistakes that even successful contractors make with their advertising – mistakes that silently sabotage growth and waste precious marketing budgets.

The first pitfall we tackle is "Spray and Pray Marketing" – that haphazard approach where you throw content everywhere without strategy or tracking. Next, we dive into "Promo Sapiens Syndrome," the prehistoric attachment to basic promotions (hello, $49 tune-up!) that keeps contractors in a race to the bottom. Finally, we examine the "Vanishing Brand Act," where inconsistent visuals and messaging prevent customers from truly recognizing your brand.

The good news? These mistakes are entirely fixable. We break down practical solutions that don't require a marketing degree – from dialing in your ideal customer avatar to building campaigns that showcase your unique value proposition. Whether you're struggling to break through revenue plateaus or just tired of spending money on marketing that doesn't work, this episode provides the framework to transform your approach.

Ready to build a brand that sticks? Pour yourself some lemonade and join us for a conversation that could completely change how you think about your marketing strategy. Your competitors will wonder what hit them.

If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content.

Please consider following and drop a review below if you enjoyed this episode. Be sure to check out our social media pages on Facebook and Instagram.

From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com

Interested in being a guest on our show? Fill out this form!

We'll see you next time, Lemon Heads!

Send us a text

Ever wonder what $150,000 in professional branding and business resources could do for a contracting company? The answer might surprise you—it could completely transform their trajectory.

When Lemon Seed Marketing dreamed up the Great American Brand Story initiative, they knew they needed powerful partners to make it truly impactful. Enter Service Nation, whose decade-long mission of helping contractors grow made them the perfect presenting sponsor. Together, they've assembled an extraordinary opportunity worth over $150,000 for one deserving contractor in the plumbing, HVAC, or electrical trades.

Nicole Norris from Service Nation joins Emily to unpack why this initiative matters so deeply. "We want to be instrumental in the lives of contractors," Nicole explains, highlighting how proper branding goes far beyond aesthetics. A thoughtfully crafted brand communicates trust and value to homeowners making significant investments in their properties. As both hosts agree—nobody wants the cheapest contractor handling their essential home systems.

The prize package is comprehensive by design: Lemon Seed's complete rebrand services, Service Nation's business coaching and membership benefits, plus contributions from multiple partners including website development, PR campaigns, direct mail marketing, digital analytics, and more. The transformation journey will culminate in a grand reveal at Service World Expo in Las Vegas this October, professionally documented from start to finish.

For contractors listening, this represents more than just a marketing opportunity—it's potentially life-changing. The initiative targets privately-owned businesses with $1-5M in revenue who are open to creative transformation. As Nicole powerfully states: "If you want to grow, you need to be open to change. If you're not going to change, you're going to die."

Ready to see if this transformation could be yours? Applications close May 15th at midnight. Visit greatamericanbrandstory.com to apply and join a movement that's elevating the trades one contractor at a time.

If you enjoyed this chat From the Yellow Chair, consider joining our newsletter, "Let's Sip Some Lemonade," where you can receive exclusive interviews, our bank of helpful downloadables, and updates on upcoming content.

Please consider following and drop a review below if you enjoyed this episode. Be sure to check out our social media pages on Facebook and Instagram.

From the Yellow Chair is powered by Lemon Seed, a marketing strategy and branding company for the trades. Lemon Seed specializes in rebrands, creating unique, comprehensive, organized marketing plans, social media, and graphic design. Learn more at www.LemonSeedMarketing.com

Interested in being a guest on our show? Fill out this form!

We'll see you next time, Lemon Heads!