We created several other potential mascots before settling on the one we used.

From Blanded to Branded: Don’t blend in. Stand out.

By Dan Antonelli

Posted on Thursday, June 20th, 2019

About nine months ago, an HVAC contractor in Jacksonville, Florida, reached out to us to discuss the idea of renaming and rebranding his business. Jason Buehler started his company from scratch nine years ago. He had some consistent growth every year, but recognized that his gains weren’t coming as fast as he had hoped. He had to spend more and more money on advertising to get people to know who he was.

Clearly, there was something holding him back from achieving his growth goals. We talked about his current name, Air Source America, and how most people did not know what that meant. Often, he said, they thought he provided oxygen tanks for medical purposes.

He talked extensively about people not being able to remember the name of his company; however, they all remembered his name—or more specifically, his last name: Buehler.


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Dan Antonelli

Dan Antonelli owns KickCharge Creative (formerly Graphic D-Signs, Inc.) in Washington, New Jersey. His latest book, Building a Big Small Business Brand, joins his Logo Design for Small Business I and II. He can be reached at dan@kickcharge. com. Dan also offers consulting and business coaching services to sign companies. For more information, visit danantonelli.com. On Instagram: @danantonelli_kickcharge.