This is Part 2 of a two-part series hosted by Intrigue on how to build a lasting brand for your HVAC business by focusing on your Vision and Unique Selling Proposition. Click here for Part 1. Feel free to Right-Click & Print to complete these exercises by hand.


Your vision statement is what you want your business to become. It is best written in the present tense, even though it is the ideal, future goal for your business in 5, 10 or 15 years down the road (you pick the timeframe that works for you). It serves to inspire and provide direction.

Equally important is understanding why reaching for this vision is important to you. Do you want to grow your business to provide a superior level of service to more people? To be better able to support your family? To maximize your impact in the world? To land you on the cover of Entrepreneur Magazine? To enable you to give back to your community or a charity? None of these answers are right or wrong; the only “wrong” answer is not having a clear one that speaks to you.

Scaling a business for the simple sake of scaling isn’t generally a good enough reason, nor is it sustainable. The business graveyard is filled with businesses whose owners pursued growth merely for growth’s sake, without the deeper understanding of why they wanted to grow.

We want to make sure this doesn’t happen to your HVAC business, hence the importance of this exercise.

Your vision statement will clarify for you and your employees what your goals are, and why striving for these goals is important.

Here are a few examples of vision statements:

  • Intrigue: “To champion a world where entrepreneurs can trust their marketing company to help grow their business.”
  • Bertie Air: “We will be recognized as the most professional team of HVAC products and services while providing reliable service and installation. We will also lead the way toward more efficient and effective methods and procedures.”
  • David White Services: “Five years from now, our vision is to become the top HVAC & Fireplace company in southeastern Ohio with revenues exceeding $4 million.”
  • Cooper Oates Air Conditioning: “Ensure value to every customer through quality craftsmanship and lasting solutions delivered by skilled professionals.”
  • Metal Air: “Together we are dedicated to continuous improvement to ensure that we exceed the expectations of our customers, our team members and our community.”

Find your why, and you’ll find your vision.

Write down your vision statement: what do you want your business to become? Where do you want to be in 5, 10, or __ years?



Then, more importantly: why is achieving this vision important to you?



Your Vision and Unique Selling Proposition


Your unique selling proposition, or USP (a concept  popularized in Seth Godin’s book, Purple Cow) is the reason why clients will turn to your company over your competitors. Your unique selling proposition solves your clients’ problems and satisfies their needs.

Some elements that can make up a unique selling proposition are the following (it can be a combination of any of these, or others):

  • Customer service
  • Quality
  • Performance
  • Innovation
  • Peace of mind
  • Convenience/Usability
  • Customization/Bespoke
  • Safety/Risk reduction
  • Responsiveness
  • Pricing

Answer these three questions to get clear about your unique value proposition

  1. Which one of our clients’ problems are we helping to solve?
  2. Which one of our clients’ needs are we satisfying?
  3. What do we do differently than any of our competitors?


Combining elements of the above three answers, write down in a few short sentences what your unique value proposition is:



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Congratulations! You have just answered some incredibly powerful questions, and have taken a bold step towards differentiating your business and creating a strong, lasting brand.

In our experience, it is the entrepreneurs who invest the time to fully think through these questions — and put pen to paper to come up with the answers — that drive businesses with brands that thrive and succeed over the long run.

At Intrigue, our purpose is to empower leaders to strengthen communities.

Since 2006, we’ve understood that entrepreneurs like you are the leaders who drive our economy, give back to our communities, and create change in our world. It’s our belief that if we create a culture in which entrepreneurs can trust their marketing company, we’ll be able to help you grow the business of your dreams and help you strengthen your community.

There’s nothing more fulfilling for us than knowing our work helped you grow your team, spend more time with your loved ones, or take your family on that dream vacation you’ve dreamed about for years but have been too busy to enjoy.

Intrigue takes the confusion out of the complex world of marketing with our innovative MAP™ process that will get you the high-value, qualified leads you want to propel your business forward.

To learn more about Intrigue’s values, commitments, and how we can help you scale your HVAC business, please get in touch by emailing us at or calling our office at 519-265-4933.

Here’s to your continued success!

Click here for Part 1 to learn more about defining your Values and your Purpose.