In the latest episode of "HVAC Chats," Noelle Henry, general manager and comfort advisor at Hesse Heat & Air, discusses her family’s experience rebranding the company after more than 50 years in business. Henry explains why the company returned to the Hesse Heat & Air name, how it introduced its new visual identity and mascot, and how it communicated the changes to customers. She also shares lessons from the roughly 2.5-year rebranding process, including the challenges of managing logistics, overcoming hesitation, and knowing when to bring in outside branding expertise. For HVAC contractors considering a rebrand, the conversation offers practical insight into building recognition while maintaining customer trust and continuity.

Key Moments

• 01:11: Family roots in HVAC: Noelle Henry explains how her father founded Hesse Heat and Air in 1972 and how growing up in the family business shaped her path into HVAC sales and customer service.
• 05:23: Growth, not a failing brand: Henry says the existing brand had a strong reputation and loyal customers, but the company saw opportunities to grow and use the rebrand to communicate its future direction.
• 13:51: Customer reaction to the new identity: Most customers responded positively, while some questioned the new colors and hedgehog mascot. Henry says the attention itself helped make the brand more memorable.
• 20:35: Signs a business has outgrown its brand: Henry points to a disconnect between the company's current capabilities and how its branding appears to people who do not already know the business.
• 22:21: Rebrand lessons for contractors: Henry identifies hesitation and underestimating the logistics of implementation as key mistakes and encourages contractors to plan for the time required to execute a new brand.