Commercial & Residential Roofing
A roofing company with an exceptional culture was ready for a compelling, consistent way to show the world what made them different.
The Problem
Roofing is an industry with a trust problem. Storm chasers, aggressive door-to-door tactics, inconsistent work, and unclear pricing have made homeowners and commercial property owners skeptical before they even pick up the phone. Christian Brothers Roofing was different from all of that, but the brand didn’t show it. When Guild started working with CBR in 2022, they were a company with 13 years of experience, a deeply values-driven culture, and no consistent way to tell their story. They were working with three separate marketing partners, none of them aligned to a shared strategy. Turning on digital ads after a storm took 72 hours. The brand identity was inconsistent. The company founder, Scott Horstmann, had built something genuinely rare in this industry: a roofing company founded on empathy, honesty, and faith. But the outside didn’t match the inside.
The People
We built two audience profiles, one for residential homeowners, and one for commercial property managers. Two very different audiences, but they both have the same deciding factor: trust. In this industry, word of mouth referrals are the biggest drivers. So the strategic question became: how do we amplify Christian Brothers Roofing as the company to trust?
The Story
The brand story begins with “There has to be a better way.” CBR wasn’t born out of a lifelong passion for roofing. It was born out of Scott Horstmann’s conviction that a contractor could operate with clarity, honesty, and care. The brand voice we developed is empathetic, secure, and transparent. When CBR sounds empathetic, customers feel comforted. When the voice is secure, customers feel confident. When the voice is transparent, customers feel trust. The brand emotions (comforted, confident, trust) aren’t marketing goals. They are the actual experience CBR delivers, and the story work gave the team the language to deliver it consistently.
The Work
Since 2022, Guild has been CBR’s strategic marketing partner across brand, creative, and performance. We built a new visual identity system that gave the team something to rally behind. We clarified the brand voice and messaging so every touchpoint, from a Google ad to a sales conversation, sounds like the same company. We mapped the customer journey from trigger event (storm damage, leak, safety concern) through reference collection, Google search, and partner decision, and built the marketing strategy around how people actually choose a roofer.
On the performance side, we strategically placed Google Search ads in front of homeowners with storm damage and reduced the turnaround time for digital ads from 72 hours to two hours. We created SHIELD, CBR’s commercial roof maintenance program, from the ground up: naming, identity, messaging, website, video, and sales collateral. SHIELD gives commercial property owners a proactive maintenance plan with tiered inspection options, transforming CBR’s commercial business from one-time repairs into ongoing relationships. We’ve continued to produce video work, website updates, and sales tools as the business has grown.
We’ve recently begun to shift the marketing budget away from paid digital media and into the community – driving local awareness through a Heart for Home Campaign: sponsoring local schools and working alongside nonprofits.
The Results
From 2022 to today, Christian Brothers Roofing has more than doubled in revenue. But the numbers only tell part of the story. CBR now has a brand that matches the company Scott Horstmann built: empathetic, honest, and unmistakably different from the rest of the industry. The team knows how to talk about who they are. The customers feel it. And the growth followed.
Deliverables
Brand Messaging
An empathetic, secure, and transparent brand voice — rooted in “There has to be a better way” — so every touchpoint, from a Google ad to a sales conversation, sounds like the same company.
Visual Identity
A new visual identity system the team could rally behind, giving Christian Brothers Roofing a cohesive, recognizable presence that matched the culture Scott Horstmann built.
Digital Advertising
Google Search ads placed in front of homeowners with storm damage, with turnaround time cut from 72 hours to two hours so CBR could show up the moment trust mattered most.
SHIELD Program
CBR wanted to introduce a new maintenance product that turned one-time repairs into ongoing relationships – and we were able to work with them throughout that process — naming, identity, messaging, website, video, and sales collateral.
Ongoing Creative
Continued video, website updates, sales tools, and community-facing work including the Heart for Home campaign — shifting awareness from paid media into local schools and nonprofit partnerships.
“
Partnering with GC has transformed our branding into a cohesive, recognizable presence throughout our city. Their creativity and strategic guidance have strengthened our visibility, positioned us in front of our customers, and played a key role in our continued success.”
Jennifer Westhoff · Operations & Development, Christian Brothers Roofing
