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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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