21 Hats Podcast Three Branches, Three Brands: Anatomy of a Rebrand
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Dec 16, 2025 Rich Jordan, CEO of a multi-branch home services company, shares his journey through a complex rebranding process. He discusses the dilemma of preserving local brand identities versus unifying under a stronger name. Rich reveals how radio advertising effectively captured homeowner customers, contrasting it with the problems of digital lead generation. He emphasizes the importance of authenticity in building a brand that competes with private equity. Finally, he introduces his new brand, High Ground, and outlines the strategic decisions made along the way.
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Branded Mass Media Beats Transactional Ads
- Rich found radio and branded mass-media drove higher-quality, lower-cost customers than transactional digital ads.
- He learned brand familiarity increases conversion and reduces price resistance.
Reduce Dependence On Costly Paid Search
- Avoid relying solely on digital paid-search as costs and customer acquisition funnels have ballooned.
- Shift dollars to brand-building channels to lower per-customer acquisition costs and boost conversion.
Multiple Brands Multiply Marketing Costs
- Running multiple local brands stretches creative, production, and marketing bandwidth thin.
- One unified brand concentrates creative energy and reduces duplicate production costs.