After 43 Years of Pestmaster, President Kieran Scott Seeks To Build Something New in the Pest Control Space

With a young, innovative president at the helm, Pestmaster, the65-plus-unit pest control concept backed by multi-brand home services franchisor, Threshold Brands, is going through a transformative stage. Kieran Scott, the brand’s president, is leading a brand revitalization with a new visual identity and diverse additions to the leadership team.

“I want to build something different,” Scott explained. “The pest control space is a pretty homogeneous one, and I’m interested in creating a concept that stands out to both franchisees and consumers by refreshing our visual brand, offering something other brands don’t and bringing a more representative group of people into the franchise network.”

Two of the most recent changes associated with this effort are a complete overhaul of the brand’s 43-year-old visual identity and the onboarding of an entomologist, Mariah “Dr. Bugs” Baggio-Deibler, Ph.D.

A New Visual Identity Brings the Brand to 2022

“We’re rebranding to better position ourselves in the market,” Scott said. “We are 43 years old, and we’ve had the same visual identity for the past 43 years. So it’s time to evolve. It’s time to become something fresh and look and feel like we’re from 2022.”

This shift also aligns with the brand’s service goals as it works to make the shift from primarily government contracting to a balance of government, commercial and residential services. Scott explained that, more often than not, government contracts are more concerned with the quality of work rather than a brand’s outward identity. However, making that foray into new markets will lead Pestmaster to interact with clients who care about the branding.

“Residential clients really do care about the brand — it’s about how you are perceived,” he added. “It’s about the values you have, and making that larger brand identity public and coherent throughout the franchise network is critical in attracting these new types of clients.”

Completing the rebrand will allow Pestmaster’s leadership to present the brand’s “best self” to the public from here on out, leading to increased business opportunities. Not only will it draw in clients, but it will attract a particular type of franchisee.

While one of the essential benefits of franchising with the brand is the extensive support franchisees receive, a sleek, modern brand with a clear mission, vision and values is bound to attract franchisees with an eye for detail and an interest in the more intricate aspects of the business. Franchisees with this eye for detail and a shared commitment to the brand’s mission will be able to work in tandem with existing education and support resources to maintain the strongest version of Pestmaster as it grows.

“There’s a sense of unity that is coming with these changes. I think all of our people, whether it’s the home office staff, franchisees, technicians — everyone associated with Pestmaster can have one voice or tone around the company. I think that's a huge benefit,” Scott added. “People want to work somewhere exciting, and having a common voice and common goals can be a great morale booster.”

Mariah “Dr. Bugs” Baggio-Deibler, PhD. Reinvigorates Franchisee Learning Processes

Pestmaster has also welcomed Mariah Baggio-Deibler, an entomologist, to the team. After earning bachelor’s, master and doctorate degrees from one of the top three universities in Brazil, Baggio-Deibler began working in the industry, learning even more about pest management and working to provide enhanced training and education for technicians who were already working in the space.

As Baggio-Deibler builds out Pestmaster’s library, she says her immediate goals are to standardize the protocols and initial training provided to franchisees.

“That’s our main asset. I’ll also assist our franchisees with any questions they may have while working through the material and provide ongoing technical support,” she said. “A longer-term goal is to create a Pestmaster University that will include ongoing training and empower franchisees to better educate the customer. That’s a vital part of integrated pest management.”

Scott added that Baggio-Deibler will serve as a direct resource to franchisees, giving each business owner and the larger franchise network the knowledge and support they need to improve daily.

“Mariah is different from everyone else in the pest control world, and that’s fundamentally what I want to build. I want to build something different,” he added. “She brings her excitement and personal love for entomology alongside her passion for teaching. So many entomologists in the field gather a ton of data but don’t really teach. It’s so exciting to have someone on staff that just loves it. I mean, she’s all in.”

The total investment necessary to begin the operation of a Pestmaster franchised business ranges from $81,600 to $185,800. For more information about franchising with Pestmaster, visit https://pestmasterfranchise.com/.