Under The Roof

More Than a Logo: The Story Behind Baker’s Brand Refresh

In this episode of Under the Roof, hosts Todd Kavanaugh and Matthew Elban sit down with Dave Hardy, the Executive Vice President of Brand Strategy at Think Shift, to navigate Baker Roofing Company’s recent brand refresh and why brand is so much more than just a logo. What You’ll Learn: * Why brand is fundamentally a gut feeling * How to conduct discovery that surfaces authentic differentiation * The difference between a rebrand and a refresh * How to define your “onlyness” * Why a brand only works when leadership and employees believe it and live it daily Dave Hardy is the Executive Vice President of Brand Strategy at Think Shift, a Canadian marketing and creative agency specializing in brand strategy, positioning, and organizational transformation. With a background in design and branding philosophy, Dave brings deep expertise in translating company values into meaningful brand narratives that drive business growth and customer loyalty. Under The Roof is handcrafted by our friends over at: fame.so [https://www.fame.so/?utm_medium=podcast&utm_source=bcast&utm_campaign=masters-of-community-with-david-spinks?utm_medium=podcast&utm_source=bcast&utm_campaign=fame-client]

Anthony Carrier on Trades, Community, and Leaving Things Better

In this episode of Under the Roof, hosts Todd Kavanaugh and Matthew Elban sit down with Anthony Carrier, the General Manager of Baker Roofing Company's Bristol and Asheville markets, to share how he went from doing infrared scans for an engineering firm to building thriving roofing operations, and why people have been the through-line of his entire career. What You’ll Learn: * How to shift perception of trade careers by presenting realistic financial comparisons * The power of hands-on community investment over generic corporate outreach * Why surrounding yourself with complementary talent accelerates business growth * The framework for leading in unfamiliar markets through people and listening * How vulnerability in leadership creates psychological safety for growth * Why the trades remain AI-proof and future-resilient Anthony Carrier is the General Manager of Baker Roofing Company's Bristol and Asheville markets, bringing a unique perspective to the roofing industry through his engineering background and commitment to community investment. With a foundation in building inspection and infrared roof analysis, Anthony transitioned into commercial roofing leadership, where he has spearheaded significant operational growth and market development across multiple regions. Under The Roof is handcrafted by our friends over at: fame.so [https://www.fame.so/?utm_medium=podcast&utm_source=bcast&utm_campaign=masters-of-community-with-david-spinks?utm_medium=podcast&utm_source=bcast&utm_campaign=fame-client]

How Family-Owned Culture Scales to 29 Locations with Darrell Bailey

In this episode of Under the Roof, hosts Todd Kavanaugh and Matthew Elban sit down with Darrell Bailey, General Manager of Baker Roofing's Harrisonburg branch for 22 years, to explore what it takes to build a consistently high-performing team, lead with curiosity rather than fear, and create meaningful impact in your local community. What You’ll Learn: * How to transform fear into opportunity through curiosity * The leadership currency framework * Why consistency beats innovation in local markets * The power of genuine community connection in business * How to delegate effectively without losing control * The importance of finding daily fascination in your work Darrell Bailey is the General Manager of Baker Roofing Company's Harrisonburg branch, a position he has held for almost 22 years since the branch's inception in 2004. With vast expertise in roofing operations, team leadership, and community engagement, Darrel has built a reputation for consistency, quality, and genuine care for both his team and customers. His leadership approach, grounded in emotional intelligence, continuous learning, and ethical decision-making, has established the Harrisonburg branch as a model of stability and reliability within Baker Roofing's national footprint. Under The Roof is handcrafted by our friends over at: fame.so [https://www.fame.so/?utm_medium=podcast&utm_source=bcast&utm_campaign=masters-of-community-with-david-spinks?utm_medium=podcast&utm_source=bcast&utm_campaign=fame-client]

Frank and Prentiss Baker on Humility, Bankruptcy, and Building Baker Roofing

In this special in-person episode of Under The Roof, Todd Kavanaugh and Matthew Elban sit down with Frank and Prentiss Baker, grandsons of founder W.P. Baker I and former owners of the company, to reflect on the moments that truly shaped Baker Roofing Company, from humble beginnings and organic growth to painful mistakes, financial hardship, and the lessons that changed the business forever. What You’ll Learn: * Why humility is your most valuable business asset * Why it took 75 years and a bankruptcy for Baker to realize their yellow-pad estimating method wasn't accounting for all overhead costs * How Rebecca Baker's willingness to challenge risky business proposals during board meetings created a culture of financial prudence and people-first decision-making * How to recover from a major crisis and emerge stronger * Why having the right people in every location matters more than expansion speed Frank and Prentiss are third-generation leaders of Baker Roofing Company, one of the largest and most respected roofing contractors in the United States. As grandsons of founder W.P. Baker I, they grew up around the business and began working in the company at a young age, learning the trade from the ground up through hands-on work in the shop and on job sites. Over the course of their careers, the brothers helped guide Baker Roofing through significant growth, expanding the company’s reach while preserving the values their grandfather built the business on: hard work, humility, craftsmanship, and respect for people. Their leadership helped shape Baker Roofing into the industry leader it is today while continuing the family legacy of delivering “Always Good Work.” Under The Roof is handcrafted by our friends over at: fame.so [https://www.fame.so/?utm_medium=podcast&utm_source=bcast&utm_campaign=masters-of-community-with-david-spinks?utm_medium=podcast&utm_source=bcast&utm_campaign=fame-client]

The Untold Stories Behind Baker Roofing’s Early Years with Frank & Prentiss Baker

In this special in-person episode of Under The Roof, Todd Kavanaugh and Matthew Elban sit down with Frank and Prentiss Baker, grandsons of founder W.P. Baker I and former owners of the company, to uncover the stories behind Baker’s early years. From memories of their grandfather’s humility, discipline, and impeccable dress, to hard-earned lessons carrying sheet metal up 32 stairs, falling off roofs, and learning on the job, this conversation brings the company’s history to life in a deeply personal way. What You’ll Learn: * How the early values and work ethic of founder W.P. Baker I shaped the culture of Baker Roofing Company * The lessons Prentiss and Frank Baker learned growing up working in the family business * What working in the roofing industry looked like decades ago, before modern equipment and systems * Why humility, discipline, and respect for people became defining principles in the company’s leadership * How the Baker brothers navigated disagreements while leading the company together * The stories and experiences that helped shape Baker Roofing’s legacy across generations Frank and Prentiss are third-generation leaders of Baker Roofing Company, one of the largest and most respected roofing contractors in the United States. As grandsons of founder W.P. Baker I, they grew up around the business and began working in the company at a young age, learning the trade from the ground up through hands-on work in the shop and on job sites. Over the course of their careers, the brothers helped guide Baker Roofing through significant growth, expanding the company’s reach while preserving the values their grandfather built the business on: hard work, humility, craftsmanship, and respect for people. Their leadership helped shape Baker Roofing into the industry leader it is today while continuing the family legacy of delivering “Always Good Work.” Under The Roof is handcrafted by our friends over at: fame.so [https://www.fame.so/?utm_medium=podcast&utm_source=bcast&utm_campaign=masters-of-community-with-david-spinks?utm_medium=podcast&utm_source=bcast&utm_campaign=fame-client]