Reimagining a 40+ Year Kansas City Home Services Business

Dye’s Appliance is a 40+ year, family-owned business based in Kansas City, Missouri. For decades, they built their reputation on honest service, reliability, and relationships. Customers trusted them, and the business continued to grow.

The problem was not the quality of their work.
It was that their brand no longer reflected who they had become.

As the business expanded and evolved, their visual identity stayed stuck in the past. In a competitive home services market, that gap matters. When your brand does not keep up, it creates friction before the first call is ever made.

The Challenge

Dye’s needed more than a fresh logo.

They needed:

• A brand that respected their long history without feeling outdated

• A look that communicated trust, professionalism, and scale

• A system that could grow with the business as new services were added

They also needed consistency. From service vehicles to customer touchpoints, the brand had to work everywhere, not just on a website.

The Approach

I partnered with Dye’s to reimagine the brand from the ground up.

The work included:

• Designing a shield-style brand mark to communicate longevity and trust

• Developing a new logo and custom character design

• Creating a promotional video to reinforce credibility and story

• Designing a bold, eye-catching van wrap that turned service vehicles into moving advertisements

Over time, Dye’s Appliance expanded beyond appliance repair and launched Dye’s HVAC. Rather than starting over, we extended the existing brand system into a sister brand that felt connected, intentional, and easy for customers to understand.

The Results

Since partnering:

• Both Dye’s Appliance and Dye’s HVAC continue to grow

• The businesses have hired additional staff

• Service calls continue to come in consistently

• Their vehicles are instantly recognizable throughout Kansas City

The brand now supports growth instead of holding it back.

Why This Matters

Strong local brands are built on trust.
Clear branding reinforces that trust before a customer ever picks up the phone.

For over 65 years, Dye’s Appliance has been the go-to choice for quality appliances and hometown service. In this short commercial, experience what makes Dye’s different, from expert advice to friendly support you can count on. Dye’s Appliance. Trusted. Local. Since 1958. www.DyesAppliance.com

About brand repairman

Cole Sales is the Brand Repairman, fixing broken brands and building better ones. With over a decade of experience, he partners directly with decision-makers to deliver smart solutions in brand strategy, website design, content creation, and event marketing. Cole provides fast, flexible, and practical fractional marketing support without the overhead of a full-time hire or agency. Ready to take your brand seriously? Let’s talk.