Spot On Pest Control: Building a Brand Before the Business

Crystal Williams, CEO of Lemon Seed Marketing and co-owner of Spot On Pest Control in Texas, shared her perspective on how pest control companies can develop branding and marketing strategies to position themselves as the "first call" when there’s a pest-related emergency.

When Tiffany Nash, her husband, Chris Nash, and her brother and sister, Crystal Williams and Trey McWilliams, launched Spot On Pest Control in Lufkin, Texas, they made a decision many home service entrepreneurs might find unconventional: They put branding at the center of their business strategy before a single service call was made.

“We knew from the beginning that if we wanted to stand out, the brand had to feel strong, recognizable and authentic,” Tiffany Nash said. “In the home service industry, you’re not just selling a treatment or a repair, you’re selling trust. The brand is the front door to that trust.”

Opportunity Meets Challenge

The Nashes had a head start. Family and friends were already running successful HVAC and plumbing companies, and they had seen firsthand how a recognizable, consistent brand could fuel growth. Pest control was a natural next step in serving their East Texas community.

But starting fresh meant competing in a crowded market. Dozens of pest control companies already serve their area, and they have decades of experience. The challenge was clear: building a pest control company that people would notice and remember.

Instead of delaying brand-building until they gained customers, the Nashes invested in it immediately. That decision came with risks. Allocating capital upfront to brand identity — logo design, mascot development, vehicle wraps, collateral and a digital presence — meant money wasn’t going into trucks, equipment or payroll.

“We faced a lot of naysayers who told us we wouldn’t be taken seriously with a mascot or bold colors,” Nash said. “But I believed that if we could connect with people on an emotional level, the business would follow.”

Building an Authentic Identity

The Nashes partnered with Lemon Seed Marketing, a Texas-based agency specializing in home service branding, to help guide the process. The first step was naming the company. After weeks of discussion, they chose Spot On Pest Control, a name that conveyed precision, reliability and trustworthiness.

Next came the mascot. The Nashes wanted it to feel personal and deeply connected to their family’s story. In October 2014, Tiffany Nash’s grandfather, Johnnie Maxey, died by suicide, and honoring his memory became a guiding principle for the family. They decided to make their mascot a male ladybug named Johnnie, a symbol of resilience and awareness.

“It was important to us that the brand stand for more than pest control,” Tiffany Nash said. “We wanted it to reflect who we are and what we care about. Suicide awareness is close to our hearts, and building that into the fabric of Spot On gave us authenticity.”

Standing Out in the Market

Once the foundation was set, design followed. The final logo was bold, with bright red and yellow hues, carried across vehicle wraps, uniforms, yard signs and business cards.

Color became a deliberate differentiator. Where many local pest control companies leaned on traditional colors and looks, Spot On embraced red and yellow to create instant visibility on the road and in neighborhoods. The choice was unorthodox but effective.

From there, the team expanded the brand into storytelling. Radio jingles, billboards, social media campaigns and even a newsletter were all aligned under the same look, feel and voice. Mascot Johnnie appeared in community events, making pest control approachable and memorable for families.

Turning Point: From Idea to Growth

Early on, Spot On had the opportunity to acquire a small existing pest control company with less than $100,000 in annual revenue. The acquisition provided operational insights and allowed the Nashes to begin testing its branding strategy in the market immediately.

The results were encouraging. Within the first year of operating under the Spot On brand, the company outperformed the revenue levels of the acquired business several times over. Vehicle visibility, social engagement and word-of-mouth referrals indicated the brand as a growth driver. Tiffany Nash attributes much of this to consistency.

“Our biggest challenge was helping people understand the power of brand in a service business,” she said. “But it clicked once they saw Johnnie on the trucks, signs, radio, everywhere. People remembered us, and that’s half the battle.”

Lessons for Pest Control Operators

Spot On’s experience offers takeaways for pest control owners considering rebrands or launches:

• Lead with clarity. Invest time in identifying what you want your business to be known for, not just what services you offer.
• Don’t fear bold choices. Differentiation matters in competitive markets, whether through color, mascot, or storytelling.
• Invest upfront. While investing in branding before operations can feel risky, a clear identity can accelerate growth.             
• Make it authentic. A brand connected to real values or personal stories builds deeper customer trust.
• Stay consistent. Repetition across every channel, from vehicles to digital, creates recognition faster.

The Road Ahead

Spot On Pest Control continues to grow, with branding still at the heart of its strategy. The company has expanded its services while maintaining a strong presence in the community through mascot appearances, local sponsorships and mass media campaigns.

For Nash, the journey has reaffirmed her belief that a brand is not a luxury, it’s a foundation.

“At the end of the day, anyone can spray for bugs,” she said. “But not everyone can make a family smile when they see a ladybug named Johnnie pull up in the driveway. That’s the difference branding makes.”