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A 65-year family name can open doors—or hold you back. We sat down with Derek from Shanklin to unpack how a third-generation HVAC company protected its legacy while building a brand that finally fit today’s homeowner. The story starts with a strategic pivot: moving from “we do everything” to a focused residential service and replacement model. That clarity shaped every design choice, from voice and typography to the surprising hero of the project: color.

You’ll hear how Shanklin kept the surname and the trust that came with it, then modernized the look and feel to meet their ideal customer where she lives—literally. We talk through the decision to introduce Hank, a friendly hound-dog mascot that turned parades, home shows, and social posts into memorable, shareable moments. It’s not a gimmick for gimmick’s sake; it’s a storytelling tool that lowers barriers and keeps a service brand top of mind. Hank even hosts “Story Time,” creating community goodwill that compounds across channels.

The execution blueprint is as valuable as the creative. Derek explains why they launched internally first—with a surprise van reveal at the company Christmas party—so the team became the brand’s loudest advocates. He details how they phased the rollout over a year, budgeting for wraps, apparel, and signage without overwhelming operations. We dig into the craft of choosing a signature blue that evokes heritage and warmth, and why color became the most praised element from customers and peers. Along the way, Derek shares what he’d change—start sooner—and the leadership principle that drives growth: invest 75% of your energy in people and culture.

If you’re in home services—HVAC, plumbing, electrical—or any local business wrestling with when and how to rebrand, this conversation offers a clear, field-tested path: define your ideal customer, protect brand equity, design for emotion, launch inside first, and let culture carry the message outside. Subscribe, share with a friend who’s considering a rebrand, and leave a quick review to tell us your favorite takeaway.

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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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What does it take for a 70-year HVAC company to break free from a look that blends into the crowd? We sit down with Rowell, a third-generation business, to explore the bold leap from familiar red-and-blue to a disruptive identity built around deep green, hi-vis orange, camo, and a proudly local mascot named Gage the duck. Keeping the family name preserved decades of trust, while everything else changed to stand out on roads, in feeds, and across new markets.

We open up about the real questions owners wrestle with: Will customers still recognize us? Will the team buy in? Is the timeline and cost worth it? Rowell shares the turning points—meeting a rebrand partner who pushed beyond a “logo refresh,” choosing a look their technicians actually love to wear, and sequencing the rollout so operations didn’t stall. The result wasn’t just a sharper presence; it was a culture shift. Techs wear the brand with pride, the community takes notice, and word-of-mouth rides on trucks that can’t be missed.

You’ll hear practical, field-tested advice on when to rebrand versus refresh, how to prioritize high-visibility assets like fleet wraps and uniforms, and why going all in creates a clean before-and-after story the market understands. We also talk strategy for growth beyond a small hometown service area—how a distinct brand lowers the cost of attention in new ZIP codes and fuels faster adoption. If you’ve been stuck in safe visuals or debating a change, this conversation maps the mindset, steps, and payoffs that move a legacy business into its next chapter.

If this story gives you ideas for your own brand, subscribe, share with a colleague who needs the nudge, and leave a review with the one change you’d make first.

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 watch a hometown brand go from “just another contractor” to a neighbor everyone knows by name? That’s the journey we explore with Royal Air Systems, a second-generation HVAC company that faced a rebrand in the midst of loss and still found a way to earn real community trust. The shift didn’t come from bigger ad budgets. It came from empathy, patience, and a bold choice to stand out with a nine-foot lion who turned events into brand touchpoints.

We dig into the heart of the rebrand: how to honor a founder’s legacy without freezing growth, how to modernize visuals while keeping the promise to “care for your castle,” and why timing matters when emotions are high. From there, we move into strategy: showing up at small-town events, creating your own invitations when none exist, and using community involvement as visibility without the hard sell. You’ll hear the surprising first outing of “Reggie” the lion, how a front-page mention validated the bet, and why parents, kids, and even grandparents lined up for photos that turned into organic social reach.

We also get practical about what didn’t work and what to do next. Ticket giveaways fizzled, but the buzz still spread. The solution? Choose prizes with flexibility, track qualitative signals like recognition and repeated hellos, and accept that not every win shows up in dashboards. We talk brand assets—mascots, phrases like “royal treatment,” buttons on backpacks—and how these sticky symbols collapse the trust gap so people search for you by name rather than category.

If you’re weighing a rebrand, mascot, or community strategy, this conversation offers a clear, human playbook: respect your past, show up often, and make space for joy. Subscribe, share with a friend who needs a nudge to stand out, and leave a review with your biggest branding question—we might feature it next.

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!