The Power of Rebranding in Home Services: Lessons from Jolly Goat Garage Doors
In the world of home services, standing out from the competition is a constant challenge. Many business owners hesitate to make bold moves, especially when it comes to rebranding. The fear of losing recognition, the financial investment, and the uncertainty of results can be paralyzing. Yet, as the story of Jolly Goat Garage Doors demonstrates, a well-executed rebrand can be the catalyst for extraordinary growth, a thriving company culture, and even a lucrative liquidity event.
This article explores the journey of Jeff Gablesburg, owner of Jolly Goat Garage Doors, as he transformed a modest garage door business into a market leader through strategic branding, intentional culture-building, and smart business systems. Whether you’re a contractor, entrepreneur, or business leader, the lessons from Jolly Goat’s evolution offer a blueprint for sustainable success.
From Humble Beginnings to Industry Leader
Early Days in the Trades
Jeff Gablesburg’s story begins like many in the trades: as a teenager, he found himself working as a helper in the garage door industry. The satisfaction of solving problems for customers and the tangible rewards of hard work resonated with him. School wasn’t his path, but the trades offered a sense of purpose and opportunity.
Over the years, Jeff gained experience in every facet of the garage door business—sales, installation, service, management, and even manufacturing. Eventually, he worked under a mentor, Johnny Hale, whose business he would later acquire after decades in the industry.
Hitting the Ceiling
In 2013, Jeff launched his own company, Garage Door Solutions, in Oklahoma City. The first year brought in $150,000 in revenue—a personal milestone. But as the years passed, growth plateaued. By 2020, after seven years, the business had only doubled to $316,000 in annual revenue. Frustration set in. Debt mounted, home life suffered, and Jeff considered quitting altogether.
What changed? A realization that others in the industry were succeeding at a higher level. Jeff sought out mentors, consumed books and podcasts, and began implementing small but impactful changes. The fire was lit, and the business began to transform.
The Rebranding Revolution
Why Rebrand?
The original name, Garage Door Solutions, seemed logical—clear, descriptive, and straightforward. But as the business grew, Jeff noticed a problem: the market was saturated with similar names. Competing for Google keywords became expensive and ineffective. The brand blended in rather than stood out.
A conversation with a friend who had recently rebranded his own company sparked an idea. Jeff realized that a true rebrand—more than just a new logo or color scheme—could be the differentiator his business needed.
The Rebranding Process
Jeff partnered with Kick Charge Creative, a branding agency known for disruptive, memorable brands. The process was rigorous and introspective. The agency interviewed Jeff about his childhood, mindset, team, customer journey, and market positioning. They analyzed competitors and identified the ideal customer avatar.
After months of research and collaboration, Kick Charge presented five potential names, each with a detailed rationale. The team voted, and the clear winner was “Jolly Goat Garage Doors.”
The Meaning Behind the Name
- Jolly: Inspired by Jeff’s personal mission to bring joy to customers and his team. The company culture was already fun and positive, and the name reflected that spirit.
- Goat: Chosen for the animal’s resilience and adaptability—qualities Jeff identified with after overcoming personal and professional challenges. The “Greatest of All Time” (GOAT) association was a happy accident, discovered by younger team members.
The new brand was met with skepticism by some, but Jeff’s conviction and the agency’s disruptive approach paid off. Jolly Goat Garage Doors stood out in a crowded market, and soon, others began to follow suit.
Overcoming the Fear of Rebranding
Rebranding is a leap of faith, especially in home services where tradition often reigns. Jeff’s advice: you must be 110% committed, and so must your team. The financial investment is significant, but cutting corners on branding rarely yields results. Trusting professionals, involving your team and even their families, and fully embracing the new identity are essential for success.
Building a Magnetic Company Culture
Culture as a Competitive Advantage
Jolly Goat’s rebrand wasn’t just external. Internally, the company culture became a magnet for talent and a driver of performance. Jeff’s vision was to create a team so close-knit that they celebrated life’s milestones together—weddings, graduations, and more.
The onboarding process extended beyond the employee to their families. Jeff and his team would meet spouses, children, and even pets, ensuring that everyone was aligned with the company’s mission and values. This holistic approach fostered loyalty, accountability, and a sense of belonging.
The Jolly Goat Lifestyle
The brand permeated every aspect of the business. Employees wore branded apparel, participated in fun competitions, and even interacted with live goats at the company’s headquarters. The goats—Jolly, Val, and Blanch—became mascots, community ambassadors, and a source of endless stories.
This culture wasn’t accidental. It was the result of intentional hiring, rigorous onboarding, and a commitment to shared values. New hires had to buy into the Jolly Goat lifestyle, or they simply didn’t make the cut.
Family Buy-In
One of the most innovative aspects of Jolly Goat’s culture is the involvement of employees’ families. Before hiring, Jeff would meet with spouses and children, often over a meal or at a park. This allowed him to see a different side of the candidate and ensured that the family understood and supported the company’s mission.
The result? Employees’ families became invested in their success. Spouses would ask about sales numbers, celebrate wins, and encourage growth. This level of buy-in created a powerful support system and contributed to the company’s low turnover and high performance.
Branding Beyond the Logo: Community and Marketing Impact
Community Engagement
Jolly Goat’s brand wasn’t confined to trucks and uniforms. The company became a fixture at community events, often bringing their live goats to fairs, home shows, and “touch a truck” events. Children and parents alike were drawn to the animals, creating natural opportunities for conversation and connection.
This approach turned marketing into an experience. Instead of competing for attention with generic ads, Jolly Goat created memorable moments that built trust and recognition.
Marketing Transformation
The rebrand had a profound impact on lead generation. Initially, the transition was gradual—wrapping trucks, updating shirts, and slowly shifting marketing dollars. But as the Jolly Goat name gained traction, the cost of acquiring leads dropped, and call volume soared.
The brand’s playful, joyful image made it instantly recognizable. Whether in print, online, or in person, Jolly Goat stood out. The objective was simple: make people smile. This emotional connection translated into higher conversion rates and customer loyalty.
Systems, Processes, and Scalability
The Importance of Systems
As the business grew, Jeff realized that systems and processes were essential—not just for efficiency, but for scalability and eventual saleability. Inspired by the book “Seven Power Contractor” by Al Levy, Jeff began documenting every aspect of the business, from installing a garage door to changing toilet paper in the bathroom.
These processes became the backbone of the company’s training program. Every technician, customer service rep, and installer followed standardized procedures, ensuring consistency and quality.
Training and Development
Jolly Goat invested in a state-of-the-art training center, open even to competitors. The immersive environment allowed new hires to learn hands-on, while ongoing training kept the team sharp and aligned.
This commitment to training made the company attractive to potential partners and investors. When private equity or strategic partners evaluated the business, the presence of robust systems and a culture of continuous improvement increased its value.
The Liquidity Event: Strategic Partnerships and Growth
Attracting Investment
As Jolly Goat’s reputation grew, so did interest from private equity and strategic partners. Jeff was initially hesitant, wary of losing control or compromising the company’s culture. But after careful consideration and conversations with peers, he found a partner whose vision aligned with his own.
The partnership brought resources, expertise, and support in areas like HR, systems, and hiring. This allowed Jeff to focus on growth and team development, while the partner handled the complexities of scaling.
The Tuck-In Strategy
Growth accelerated through a strategy known as “tuck-ins”—acquiring smaller companies in target markets. These acquisitions brought in new leads, expanded the customer base, and allowed Jolly Goat to implement its proven systems and culture.
The process was methodical. Potential acquisitions were evaluated for fit, and owners were given opportunities to stay on in roles that suited their strengths. The goal was to integrate seamlessly, leveraging Jolly Goat’s call center and sales processes to maximize value.
Lessons Learned
Jeff’s advice for others considering a sale or partnership:
- Educate Yourself: Understand the process, surround yourself with experienced advisors, and don’t be afraid to ask questions.
- Communicate with Your Team: Involve key team members early, and be transparent about changes. This preserves culture and minimizes disruption.
- Document Everything: Systems, processes, and training materials not only improve operations but also increase the company’s value to investors.
The Value of Culture in Business Valuation
Culture as an Asset
While financial metrics are critical in any acquisition, Jolly Goat’s culture proved to be a major differentiator. The company’s low turnover, high engagement, and family-like atmosphere made it an attractive target for partners.
During due diligence, the strength of the team and the depth of the culture were repeatedly cited as reasons for the smooth transition and high valuation. Operating like a company twice its size, Jolly Goat was able to scale rapidly without losing its identity.
Measuring the Intangible
Assigning a dollar value to culture is challenging, but its impact is undeniable. Employees who are invested in the company’s success, families who support their loved ones’ careers, and a community that recognizes and trusts the brand—all contribute to long-term growth and resilience.
Fulfilling Dreams and Inspiring Others
Personal Milestones
For Jeff, the journey wasn’t just about business success. Achieving personal dreams—like owning a Lamborghini, a goal since childhood—became a symbol of what’s possible through hard work, vision, and perseverance.
Importantly, Jeff didn’t hide his dreams from his team. Instead, he shared them openly, using his achievements to inspire others to pursue their own goals. This transparency fostered trust and motivation throughout the company.
Giving Back
Jolly Goat’s story is one of transformation, not just for Jeff, but for his entire team. Employees have bought homes, sent kids to college, and achieved milestones they once thought impossible. The company’s success has become a platform for personal and professional growth.
Key Takeaways for Contractors and Business Owners
- Don’t Be Afraid to Rebrand: A bold, memorable brand can set you apart in a crowded market. Invest in professionals, involve your team, and commit fully to the process.
- Build a Culture of Belonging: Involve employees’ families, celebrate milestones, and create an environment where people want to stay and grow.
- Systematize Everything: Document processes, invest in training, and create scalable systems. This not only improves operations but also increases your company’s value.
- Communicate Transparently: Whether rebranding, acquiring, or selling, keep your team informed and involved. This preserves culture and ensures buy-in.
- Pursue Strategic Growth: Consider partnerships, tuck-ins, and acquisitions as ways to accelerate growth. Educate yourself, seek advice, and choose partners who share your values.
- Celebrate Success: Share your dreams and achievements with your team. Use your story to inspire others and create a legacy of growth and possibility.
Conclusion
The journey of Jolly Goat Garage Doors is a testament to the power of vision, resilience, and intentionality. From humble beginnings to market leader, Jeff Gablesburg’s story offers invaluable lessons for anyone seeking to build a business that stands the test of time.
Rebranding isn’t just about a new name or logo—it’s about redefining your company’s identity, culture, and trajectory. By investing in people, systems, and community, you can create a business that not only thrives but also fulfills dreams, both personal and collective.
Whether you’re considering a rebrand, looking to scale, or simply seeking inspiration, the Jolly Goat story proves that with courage, commitment, and a little bit of joy, anything is possible.
