Sanford Temperature Control Rebrands as High Ground Service Pros, Emphasizing Core Values

Sanford Temperature Control has 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 through 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. This result was unsurprising given how consistently the company demonstrates this principle in action, according to company leadership.

The most tangible evidence of this philosophy 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. Rich Jordan explained the company's approach, stating, "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.

High Ground Service Pros brings together HVAC, plumbing, and electrical expertise, delivering trusted service in Manchester NH, expert solutions in Nashua NH, reliable support in Dover NH, and throughout communities across the region. Conor Kelley, Chief of Staff, expressed pride in the company's culture, saying, "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 rebranding represents more than just a name change—it signifies a deliberate effort to align the company's external identity with its internal values and operational philosophy.

High Ground Service Pros maintains all existing service relationships, warranties, and commitments established as Sanford Temperature Control. The company emphasizes that it remains the same team with the same values, now operating under a name that truly reflects who they are. This transition demonstrates how businesses can evolve their branding to better communicate their core principles to customers while maintaining continuity in service quality and customer relationships. The move highlights the growing importance of value-driven branding in service industries, where trust and reliability are paramount to customer retention and business success.