IDAEXPO+ education Session

Building a Badass Brand: Marketing, Culture & Everything in Between

Tuesday, April 23 11:30 AM – 12:30 PM

A comfort zone is a beautiful place but nothing grows there. The same can be said about most home service branding. While many are choosing safe, comfortable brands that blend in – or ‘bland’, what would happen to your business if it stood out? What if people in your community already knew your name when they needed service? What if you could lower your marketing spend, and be less of a slave to Google? Dan Antonelli walks you through the psychology behind building a better brand for your garage door company, and how the right brand improves your marketing ROI, your average tickets, helps with recruitment and even improves the culture of your garage service company. With dozens of before and after examples for other garage door service companies, you’ll see first-hand the results of better branding.

Dan Antonelli


Dan Antonelli is the President and Chief Creative Officer of KickCharge Creative, an award-winning New Jersey-based branding agency that specializes in helping home service businesses redefine themselves and stand out with disruptive brands. Dan is a nationally recognized speaker and expert on home service branding, with several books on branding to his credit, including Building a Big Small Business Brand and his new Amazon best-selling book, Branded Not Branded: KickCharge Your Home Service Brand. During more than 25 years running his own agency, Dan’s marketing expertise has been featured on MSNBC and in industry magazines including Entrepreneur, SignCraft, HVACR Business, Plumbing & Mechanical, and Contracting Business, among many others. His signature wrap style that integrates disruptive branding has served as a model for superior home service fleet branding throughout the world.  With more than 2,000 home service brands under his belt, including well known brands like Goettl, A1 Garage, Eco Plumbing, and Grasshopper Heating & Cooling, Dan and his team have overseen the branding of more home service businesses than any other brand agency in the world.