Crafting and Marketing a NJ Construction Brand Legacy: The CMDS – Gorsegner Brothers Partnership
Chris Mulvaney is the CEO of CMDS. I make things... I’m the creative entrepreneur with passion for (re)making brands and inventing solutions to problems no one knows exist.
When CMDS began working for NJ interior construction company Gorsegner Bros. Hardwood Floors in 2013, the business had a decent foundation: three generations of fine workmanship, a good customer base, and a high degree of customer satisfaction. It simply lacked integrated small business branding, internal structure, and strategic marketing. Through our consulting, marketing bootcamp, and long-term marketing partnership, we expanded the business by 20% yearly. CMDS’s construction marketing efforts accounted for up to 30% of Gorsegner Bros.’ total business.
We honed the NJ brand’s image, streamlined back-end processes, and launched targeted advertising via digital channels. The reward? A scalable, memorable, mission-driven brand connected to purpose and heritage.
On The Arrow Podcast, Dan spoke with CMDS CEO Chris Mulvaney about how he took a conventional trades business and turned it into a brand that customers trust and remember. His tale is a lesson for any founder building a brand with authenticity, grit, and heart.
Why Brand Story Matters in Small Business Branding
Dan Gorsegner never wished to take over the family enterprise his grandfather established in 1951. When he did so, however, he found meaning in continuing to uphold and honor the tradition beyond the family tradition itself. CMDS helped to bring that tale into a brand story.
As a team, we made values visual, purpose a process, and stories sell.
“I’d say, ‘I’d never do that,'” Dan chuckled. “But continuing a tradition—and improving on it—was something I was happy to do.”
Turning Adversity Into Brand Strength
In 2012, as Dan was making the switch to sole ownership, his daughter was diagnosed with cancer. It was a year of gigantic challenge—but also transformation. This life-altering experience shaped his personal mission and became the essence of the company’s brand.
“I found purpose in work. It kept me humble,” Dan said. His wife, Andrea, went on to found Infinite Love for Kids Fighting Cancer, and that endeavor became an anchor of Gorsegner Bros.’ identity.
Great small business branding doesn’t come from bold design—it comes from purpose in the work. Dan demonstrates that every day.
Click here to learn ways you can support Infinite Love for Kids Fighting Cancer.
The Strategy Behind Strong Small Business Branding
Dan didn’t just grow up emotionally—he grew up strategically. He dove headfirst into margin analysis, mastered reading P&Ls, and focused his attention on service segmentation and customer experience.
Gorsegner Bros. has an average 43% margin on stair rebuilds, interior painting, hardwood flooring, and trim work now. But the true differentiator? The customer experience.
“People don’t just want great floors—they want to feel cared for,” Dan said. “That’s what branding really is.”
He built a consultative, process-driven brand experience backed by long-term staff delivering consistent, high-quality service.
Expertly installed hardwood floor by Gorsegner Bros.
From Tactical to Transformative: CMDS’s Role in Strategic Growth
Our initial set of consulting sessions and full brand and marketing audit identified key growth challenges and opportunities for CMDS. We:
- Developed operations documentation and training procedures
- Established a future org chart to drive hiring
- Helped create a recurring maintenance revenue model
- Revamped the brand identity and visual language
- Introduced the Maven Growth Method on social media
- Created and implemented digital ad campaigns
- Implemented automated email nurturing streams
Our strategy balanced short-term profitability with long-term infrastructure. As a result, Gorsegner Bros. grew more effectively, streamlined communication, and increased revenues—with Dan shifting from day-to-day management to real leadership.
Small Business Branding That Lasts—Inside and Out
Dan’s success wasn’t solely on the outside. With CMDS, he developed internal alignment:
- Retained long-term employees and fostered company culture
- Armed his leadership team with delegation and coaching tools
- Built training platforms for scalable growth
- Streamlined how the brand looked, sounded, and felt—from uniforms to messaging
Dan built a team that loves the brand as much as he does. That’s not marketing. That’s transformation.
Dan Gorsegner (far left) and his team at Gorsegner Bros. Hardwood Floors.
A Brand Backed by Data and Heart
CMDS helped Dan analyze over 1,200 completed jobs to uncover margin details, customer patterns, and process waste. Gorsegner Bros. today has a 43% mean margin across service lines—thanks to wiser segmentation and consistent service delivery.
By giving consideration to both the emotional and analytical sides of business, Gorsegner Bros. today stands as an example of small business branding done right.
Small business branding is not about a cool logo—it’s about meaning, systems, consistency, and care. For Gorsegner Bros., CMDS facilitated taking an already-special business to the next level to become a future-proof brand with a compelling mission.
Take Your B2B Marketing Strategy to the Next Level
At CMDS, we believe in data-driven marketing strategies that prioritize long-term success. Whether you’re struggling with client acquisition, social media strategy, or brand building, our team is here to help.
Ready to elevate your marketing strategy? Visit cmdsonline.com to learn more!
Listen to The Arrow Podcast for more insights and life lessons that can challenge you to drive innovation and growth in your business.
Frequently Asked Questions (FAQs)
What does small business branding really involve?
It’s more than a visual identity. It includes storytelling, values, messaging, customer experience, and how your team represents your business every day.
How can I make my small business brand more memorable?
Start with your story. Then translate that into your website, social content, and customer experience. CMDS helps businesses craft brand narratives that build trust and recognition.
What digital tools support effective small business branding?
SEO, social media, email marketing, and branded video content all play a role in amplifying your brand story and converting interest into action.
Can CMDS help position my small business for long-term brand success?
Yes. We specialize in full-funnel marketing and brand strategy that helps small businesses stand out, grow sustainably, and build loyalty with the right audiences.
