Sanford Temperature Control announced it will operate as High Ground Service Pros beginning January 1, 2026. The rebrand reflects the company's top core behavior, selected by the team itself in a recent poll led by CEO and Owner Rich Jordan. For years, Sanford has operated on ten core behaviors that guide daily decision-making and customer interactions, with "Seize the High Ground" emerging as the team's most valued behavior.
CEO Rich Jordan stated, "We believe we can build a successful business by doing good business. The importance of the Seize the High Ground core behavior is at the core of what we're about and the decisions we make on a daily basis. I'm excited to make that front and center of the team." This philosophy drives why the company serves homeowners throughout Southern New Hampshire, bringing together HVAC, plumbing, and electrical expertise to deliver trusted service in Manchester NH, expert solutions in Nashua NH, reliable support in Dover NH, and throughout communities across the region.
The most tangible evidence of this commitment sits in every completed job: Sanford's Lifetime Workmanship Guarantee. The company stands behind all work performed, viewing this commitment as a fundamental responsibility when homeowners entrust them with their home's critical mechanical systems. High Ground Service Pros maintains all existing service relationships, warranties, and commitments established as Sanford Temperature Control, ensuring continuity for current customers while presenting a refreshed identity that better represents the company's values.
Conor Kelley, Chief of Staff, expressed pride in the company's culture, stating, "I'm just so proud of what we've built here and the culture of this team. This name change speaks to who we are and now we can more effectively represent that to the world." The rebrand signifies more than just a name change; it represents a deliberate alignment of external identity with internal values, potentially setting a new standard for how service companies communicate their core principles to customers.
For the home services industry, this move highlights the growing importance of company culture and values in building customer trust and loyalty. In an era where consumers increasingly seek businesses with transparent values and reliable commitments, High Ground Service Pros' emphasis on their Lifetime Workmanship Guarantee and team-selected core behavior may influence how other companies approach branding and customer relationships. The rebrand maintains the same team and values while creating a name that more accurately reflects their operational philosophy, potentially strengthening their market position in Southern New Hampshire's competitive home services sector.
