Branding Case Study: TRU Craftsmanship

More than just a handyman, this entrepreneur needed to uncover his true brand.

The client

T.R.U. Handyman Service

Business type

Home remodeling, renovation, and repair services

The Challenge

Position the business as much more than just a handyman service.

  • Create new name for the service business
  • Retain the TRU Company parent name to preserve existing brand equity
  • Communicate broad skill set, engineering background, attention to detail, and problem-solving capabilities
  • Promote quality of service and client satisfaction through third-party testimonials
  • “Take it to the next level”

The brand strategy

Brand promise

Your home is a reflection of who you are. And, like you, it’s unique and worthy of only the best, especially, when it comes to remodeling, renovation, and repair.


New identity should take on an upscale look that appeals to the company’s clientele and quality of workmanship. It also needed to provide flexibility for possible future expansion of services and into other regions.


Our analytical background, fresh design sense, and meticulous attention to detail have enabled us to offer broader services to a wider variety of homeowners and businesses.


It’s no coincidence that many of the company’s projects are repeat business. And it’s reflected through a multitude of satisfied customers who have gone on record about the high level of quality service provided for each and every job.

The Solution


New Name – TRU Craftsmanship Renovation & Repair Specialists

The new name changes the pronunciation from “T-R-U” to “TRU.” It creates the right frame of mind, while reinforcing their broad skills and uniqueness.

Tagline – Make it Uniquely Yours.

Reaffirms personalized service and commitment to customer satisfaction.

Logo and identity

Catchy and easy to recall

Messaging and website

New messaging and mobile-friendly website with an extensive gallery of before-and-after projects and client testimonials.

TRU Craftsmanship montage of branding samples


Here’s what the client has to say:

After hearing countless clients and colleagues telling me that I’m, “Much more than a handyman,” I knew it was time to take a step back and consider re-branding my business. Luckily, I had already known Ron from Step2, and felt they would be the right fit. We got together and discussed my strengths, competitors and aspirations. After a thorough process of exploration, my business now has a new name, tagline, logo/identity, messaging and web site. My brand has finally arrived, and I couldn’t be happier! Everything was right on the mark! And, by keeping me involved in the process, I never lost ownership and am moving forward with something I can truly call my own.


President, TRU Craftsmanship

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