The Rebrand Plan Is Back on Track!
by Mike Ochoa, EVP, Sales & Marketing
It is no secret that we consider everyone — at every location around the country — a member of our CoolSys family. Our customers trust the CoolSys name because of you. Your skill, talent and dedication to service bring them back to us, again and again.
Three years ago, we developed and introduced the CoolSys brand to help bring together our growing family of best-in-class businesses under one corporate umbrella. Right away, Energy Squared and Axiom adopted the CoolSys branding. For our other acquired companies, our initial branding strategy was to endorse the operating company brands as they continued to take the lead and we created awareness and acceptance of the CoolSys brand. However, our long-term brand strategy has always been to unify the companies under the CoolSys name.
We kicked off 2020 with the rebranding of Source and Service Refrigeration as CoolSys Commercial and Industrial, with plans for our other operating brands to gradually follow suit. Although we paused our rebranding schedule due to the COVID-19 pandemic, we are excited to report that we’re gearing back up. It’s time to continue our brand journey.
Our customers are clearly telling us they want a strong national brand that can deliver the same level of service, skill and expertise anywhere across the country. Rebranding will help us do that — and it will help CoolSys employees too. You’ll have the advantage of working for a stable and secure company, enabling you to move forward in your career with advanced training, expanded resources and professional growth opportunities.
The following companies are slated to rebrand as CoolSys in January 2021:
If you’re an employee of one of these companies, rest assured that the day-to-day aspects of your job will remain the same. You will be with the same great people, providing the same great service, just under the CoolSys name — and with all the support and resources that come from being part of the nation’s largest HVAC-R company!
We have working groups meeting throughout the company to ensure a smooth transition, and we’ll keep you informed of our progress every step of the way. Rebranding is a gradual process that will take place in phases. Not everything will change at once. Within the next month, our marketing team will begin giving a heads-up to customers, vendors and suppliers about the upcoming brand change. For more recently acquired companies, we’ll begin rebranding in January 2022. This will help to ease the transition for you and give us time to properly introduce your market to the CoolSys brand.
Our rebranding initiative is part of our overall vision to become “One CoolSys” to better support our customers; achieve our goals for company growth; and provide a seamless, end-to-end solution for all our customers’ needs for HVAC-R, engineering, installation, service and maintenance, and energy optimization.
Stay tuned for more information on our rebranding plans in the coming weeks. Thanks for your support as we move forward together on this brand journey!