Created by Lemon Seed, the Great American Brand Story is a unique competition that brings together 11 professional service companies to provide the winner with a comprehensive company makeover worth more than $150,000. After the rebranding is completed, Lemon Seed will reveal the winner and its new brand on stage during Service World Expo 2025 in Las Vegas, Nevada, on Tuesday, Oct. 28.

“This package is more than just providing a new logo to the winning company — it’s a complete implementation plan to build their company’s growth through a successful rebranding,” Lemon Seed founder and lead strategist Crystal Williams said. “While we will be naming the winner at Service World, the implementation lasts long after the announcement. When the dust settles and the confetti is no longer falling, we want our winner to have a fantastic brand they are happy to call their own.”

In addition to a rebranding package by Lemon Seed, other prizes include a new website designed by Online Access, a digital data analysis performed by SearchLight, an extensive direct mail campaign from Mail Shark, membership and coaching by Service Nation, new promotional products from Criscione Bros., and an automated communication platform driven by artificial intelligence (AI) technology for home service businesses from Chiirp.

“These companies are the best in their respective industries and they each deliver a valuable resource that is essential for a consistent brand identity,” Williams said “They understand the distinctive challenges home service companies face when trying to grow their businesses. Without them, the Great American Brand Story could not have been possible.”

Contest applicants had to be privately owned HVAC, plumbing, or electrical companies, or a combination of those, with annual revenue of between $1 and $5 million.