Why did we rebrand?
We’ve had a bunch of people ask us why we rebranded our company, so wanted to share a bit of the story.
It mostly came down to customer perception, and us realizing we had room to grow in that area. After reading books like Branded Not Blanded by Dan Antonelli and listening to other branding experts, we started to see how much we didn’t know about branding, and it felt worth the investment of time and cost to bring in a high-end branding company to study our service area and help us think through a better brand package. Really grateful to Fortitude Creative for their work and patience with us through that process.
Our previous name was Skyline Gutters, with a pretty basic logo and blue and white colors. Nothing wrong with it, but “Skyline” names are everywhere in Boston: Skyline Roofing and Gutters, Skyline Construction ect. The name blended in more than we realized, and we started hearing from customers who got confused trying to find us. We wanted unique name and look that’s a little easier to notice and remember instead of getting lost with everyone else. We learned that people often drive right past a van without really registering it, and we wanted to do better at earning that attention with a clean van design that is uncluttered and has colors that stand out, look unique and coordinate well with each other.
We also learned that branding isn’t just a logo. It’s the colors, the consistency, the tagline, the feeling, and the reputation behind it all, and how that shapes what people think of your work before they even call. We wanted to grow into a brand that better matched the level of service we’re striving to provide.
Gutter IQ stands for Gutter Intelligence Quotient, and it’s meant to reflect something we’re always working toward: finding smarter, more thoughtful solutions for the rainwater problems our customers deal with.
We’re also hopeful this helps us rely a little less on expensive advertising over time, since word of mouth and a powerful brand tends to bring in calls more naturally, whether that’s someone seeing our van or one of our posts. And we’re told it may help in online engagement and authority which helps us to show up in Google and AI searches down the road.
Still very much a work in progress, but grateful for the journey so far.
