Your Brand Sucks (and It’s Costing You Millions): Dan Antonelli on Building a Disruptive Brand That Actually Sells

AI & Marketing for Home Service Pros

You can’t outspend a bad brand.

That’s the hard truth from Dan Antonelli, founder of KickCharge Creative, the agency behind over 3,000 home service brands and the bestselling book Branded, Not Blanded.

In this episode, Dan joins Mauricio to reveal why most contractors are fighting an uphill battle — paying more for ads, struggling with low booking rates, and wondering why their marketing “isn’t working.” The problem isn’t your marketing agency… it’s your branding.

Dan breaks down how to fix it — with practical examples, real data, and unforgettable stories like the rebrand that turned “PMA Mechanical” into Grasshopper Heating & Cooling, growing from $4M to $26M in just a few years.

Here’s what you’ll learn:

• Why weak brands destroy ROI — and how to build one that lowers your cost per lead.
• The “Five-Mile Famous” strategy that makes your company unforgettable in your local market.
• The truth about mascot branding (and why most contractors do it wrong)
• How AI is flooding the internet with noise — and why branding matters more now than ever.
• How a great brand lets you charge premium prices, attract A-players, and double your marketing results.
• Why companies like A1 Garage Door and Grasshopper Heating & Cooling trust KickCharge to lead their visual and cultural transformation.

Whether you’re doing $2M or $50M, this episode will change how you think about marketing. Because as Dan puts it:

“If your brand sucks, your marketing team is fighting an uphill battle.”

📝 Key Takeaways / Show Notes

• Branding is the foundation of all marketing — not a finishing touch.
• Bad branding = higher cost per lead, lower booking rates, and smaller tickets.
• Strong brands tell a story and evoke emotion — not just list services.
• Truck wraps are the lowest-cost-per-impression marketing channel in home services.
• Being Five-Mile Famous beats chasing clicks from 30 miles away.
• AI is cheapening content — but strengthening the need for authentic, human-driven brands.

The best brands attract top talent and raise prices without pushback.

📌 If your service is urgent (roof leaks, burst pipes, no AC)… Google and LSA will feed your crew.

📌 If your service is visual, emotional, or aspirational (remodeling, painting, windows, flooring)… Meta and YouTube are your goldmine.

📌 And if you don’t know which category you fall into?

You’re probably burning money right now without even knowing it.

🎯 Want a marketing system built specifically for your trade that actually gets results?

👉 Book a Free Demo Call: https://contractormarketingpros.net/calendar

We help contractors get found online, generate quality leads, and dominate their local markets.

Let’s build your machine.

🔔 Subscribe for more no-fluff contractor marketing content every week.

📞 Questions? Drop them in the comments or reach out directly.

Thanks for watching. Now let’s go get some leads. 💥

Links & Resources:

Instagram:

Facebook:https://www.facebook.com/dan.antonelli

Website: https://www.kickcharge.com/

Linkedin: https://www.linkedin.com/in/danantonelli/