How Level Electrical & Data Goulburn moved from initial caution to full confidence in the Level brand.
When Doug Webster and Dan McPherson first joined Level in 2023, their business was still known locally as Webster & McPherson Electrical.
Founded in 2018, the Goulburn business had grown from a strong local partnership into a team of ten, built on strong customer relationships, a trusted local reputation and a name Doug and Dan were proud of.
At the time, joining Level was a business decision. They wanted to improve performance through stronger systems, better processes and access to external knowledge from the Level team and other Members.
But rebranding immediately felt like a bigger step.
“Being able to join Level without having to rebrand straight away made the decision a lot easier for us,” Doug says. “At the time, we were proud of what we had built and felt a strong connection to our original name. Having the flexibility to join first and rebrand later gave us the confidence to take that step.”
Once they became part of Level, the business started to change.
With stronger systems, better processes and a broader network around them, Doug and the team began to see the value of aligning more closely with the group. Through conferences, shared learning and connection with other Members, the Level brand became less about losing their identity and more about being part of something bigger.
“Once we became part of Level, our perspective changed,” Doug says. “The conferences, the culture, the shared learning and the sense of being part of something bigger gave us a real pride in belonging to the group.”
As the business became more structured and professional in the way it operated, Doug realised rebranding earlier would have made the transition simpler and more cost-effective.
“In hindsight, I wish we had made the change sooner,” Doug says.
Importantly, the customer response was easier than expected. Long-term customers accepted the change without issue, and the team grew more confident in the move.
Today, Level Electrical & Data Goulburn is fully rebranded and operating with a stronger sense of identity, structure and confidence.
For Doug, the move now feels right for the business, the team and its future.
“Now that we’ve rebranded, we’re genuinely happy we did it. It feels like the right move for the business, our team and our future.”
Today, Level Electrical & Data Goulburn is fully rebranded and operating with a stronger sense of identity, structure and confidence.
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