How To Build a $100M+ Brand For Home Services: Dan Antonelli

Apr 28, 2025

If you're a local business owner, especially in the home service space, you've probably struggled with standing out. Maybe you've wrapped your truck, put up a few yard signs, or even boosted your posts on social media—but still, something feels off. Here's the truth: your branding might be the problem.

Recently, I had the pleasure of interviewing branding legend Dan Antonelli on my podcast, Local Marketing Secrets. Dan is the founder of KickCharge Creative, a company that's rebranded over 2,500 local businesses, helping many soar from six figures to eight and even nine-figure revenues. He's also the author of the Amazon bestseller "Branded Not Blended," and frankly, he's the genius behind some of the best-looking service trucks you've ever seen on the road.

If you're serious about standing out and building a meaningful, memorable brand, here are the key insights Dan shared:

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What Most Local Businesses Are Doing Wrong

Dan pointed out two major branding mistakes:

Poor Naming Choices: Many companies start off with weak names—initials-based or overly generic names like "TJS Pest Control" or "PCM Mechanical." These don't create memorable visuals or deliver brand promise. Names should evoke a clear, positive image in your customer's mind. Think "Grasshopper HVAC" or "Viking Pest Control."
Lack of Investment in Real Branding: Many businesses see branding as optional. They undervalue its power to anchor marketing efforts, make digital marketing more effective, and build trust in the community.

Why Naming and Visuals Matter So Much

A strong brand name should immediately create a vivid, positive visual in the customer's mind. For example, Dan rebranded an HVAC company from "PCM Mechanical" to "Grasshopper," instantly creating a memorable visual.

Visuals, like mascots or iconic images, help your brand occupy mental real estate, increasing recall when customers eventually need your service. Instead of customers typing "pest control near me," they remember your distinctive brand and directly search your name, drastically reducing lead costs.

Designing Effective Truck Wraps

Your service trucks shouldn't overwhelm viewers with excessive information or unpleasant images (like dead bugs for pest control companies). Effective wraps are clean, positive, and premium. They should reinforce the brand promise and reflect professionalism, creating an emotional connection, especially with women—who make over 85% of home service purchasing decisions.

Branding Boosts Pricing Power and Conversions

Dan emphasized that exceptional branding allows you to charge more without resistance because it conveys quality and professionalism. He shared that rebranding typically leads companies to successfully raise their prices by around 20% without losing customers. Better branding also significantly improves digital marketing performance:

KickCharge brands experience about 10 times more branded keyword searches per month.
Conversion rates for KickCharge-branded sites double, from around 6% to 12%.

This is huge—branding effectively multiplies your marketing ROI.

Branding as a Recruiting and Cultural Tool

Good branding doesn’t just attract customers—it attracts quality employees. A strong, professional brand makes potential employees feel proud to join your company. It signals stability, growth potential, and professionalism. Internally, rebranding also revitalizes company culture and motivates existing employees, fostering pride and enthusiasm.

Real-Life Success Story: Tommy Mello and A1 Garage

A fantastic example of successful rebranding is Tommy Mello’s A1 Garage Doors. Even at $30-$40 million revenue, Tommy chose to rebrand because his branding didn't match the company's service quality. After Dan’s rebrand, the company soared to around $300 million. The lesson: don't let current success stop you from elevating your brand to match your ambitions.

How Much Does Rebranding Cost?

Dan estimates total rebranding (new logos, truck wraps, uniforms, websites, etc.) usually costs between $15,000 to $30,000 initially, plus ongoing vehicle wrap and material updates. However, the immediate improvement in customer perception, higher average tickets, increased lead conversions, and reduced acquisition costs quickly offset this investment.

Dan even mentioned his agency offers flexible payment terms to help smaller companies make the leap, demonstrating his genuine belief in the transformative power of branding.

When Should You Rebrand?

Rebrand as soon as your current brand no longer accurately represents your company’s quality, services, or market position. Waiting only makes rebranding more expensive and complicated. The best time to fix branding issues is now—waiting is costly.

Final Thoughts

Dan Antonelli's insights fundamentally changed my understanding of branding. It's not just about logos or colors; it's about creating a memorable promise and emotional connection that customers instantly recognize and trust.

Take a hard look at your branding today: Is it memorable? Is it distinct from competitors? Does it convey your value clearly? If not, it might be time to consider a refresh—your future growth might depend on it.

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