Building a Brand in a Commodity Business

By: Brian Schutt  |  December 11, 2009

While there are hundreds of heating and air conditioning equipment brands out there, most are manufactured by three companies and have different logos slapped on the side of the equipment. So, local install/service companies generally decide what type of company they want to be by what product they work with. You want to be the high end supplier, choose Carrier, Trade or Lennox – you want to give a deal, you have Goodman or Concorde. Meanwhile, most homeowners know little or nothing about any of the brands.

So local companies have defined their brands in one of two directions. They’re either the big name provider that you hear on the radio and see in “money mailers” who compete on how quickly service techs are at your home, or they’re the one man shop that may take awhile to get there, but will cost substantially less.


At Homesense, we eschew this notion that service and price are mutually exclusive. And that’s what our brand is build upon. Customers should expect someone who’s timely and helpful, that isn’t trying to gouge them for every penny. Especially now. Unemployment’s at 10%, with real unemployment somewhere around 17%. Those that still have jobs, don’t have much confidence. We get that, and want to help you out for a fair price.

Brian Schutt


is the co-owner of Homesense Heating | Cooling. Born and raised in Indianapolis, he loves the city and its people, and is committed to bringing a servants mindset into the heating and cooling industry. One of the ways he does that is to translate the technical language of HVAC into the manageable and understandable for homeowners.

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