Tuck & Howell

Reinvigorating a Family Brand

Jay Mahaffey of Tuck & Howell shared that after he read Dan’s book, Branded, Not Blanded, he realized he was “ready to move on from employee to employer.” He took a look at his family’s business, a company that had been operating since 1969, and realized what was missing: a great brand. He knew that the company provided outstanding service and that they were a trusted name, but he recognized that without a “sticky” brand, they wouldn’t be able to continue growing to their full potential. KickCharge collaborated with their team to create a brand that honored Tuck & Howell’s history while paving a path to move forward and flourish.

After crafting a nostalgic logo and vehicle wrap that would welcome a new era for Tuck & Howell, we helped the company announce their new brand with a launch letter, direct mailer, and social media buildout. These pieces helped explain the transition to their loyal customers while getting their name out to new potential clients. To ensure their new brand was cohesive across all materials, we also designed stationery, uniforms, yard signs, and equipment stickers. We also developed print materials to promote their services and maintenance program.

Jay refers to the rebranding as “the gift that keeps on giving!” After launching their new brand, they saw a remarkable 70% increase in revenue in one year. This family company has come a long way, and they have a long life ahead of them thanks to their polished brand and their unwavering commitment to excellence. Reflecting on the company’s legacy, Jay said, “It’s so cool to see my family’s business—that started in my mom’s garage in the ’40s—come alive again.”

“I do heating, air conditioning and plumbing. You guys do marketing and branding. So I do what I do, you do what you do, and we kind of merged together.” — Jay Mahaffey, Owner