Your MSP company has a brand identity, whether or not those in marketing or sales realize this. There is no neutral, homogenous MSP. There are some that seem that way, but they have their own proclivities, idiosyncrasies, skills, and shortcomings. You want to emphasize your skills and overcome weaknesses.
Brand Optimization Tactics
Following are several tactics to help you develop a strong brand which resonates with target markets and makes an effective impact on the market:
Imbue Your Brand with Purpose
Your MSP company needs to put purpose behind its branding. Where are you going and why? What is the primary reason your MSP exists and has purpose in the market as opposed to other similarly branded MSPs? It’s not just to make profit.
If that’s the case, well, you’ll likely have some success, but you won’t stand out. People remember brands like Coca-Cola, they don’t tend to look favorably on “Sam’s Club” soda. One is generic, the other has a brand identity. You want brand identity, and purpose helps give you that.
Let Vision Help Define Your Brand
Part of what gives you a solid brand identity is vision. What is your endgame? Where do you see your brand going in the next 10 years? Will you still be an MSP providing X services or are you going to be an industry leader changing the technology landscape? Don’t be afraid to shoot for the moon; if you land among the stars, that’s still beyond horizons you didn’t think were possible.
Mission and Values Should Also Determine Brand
The values you bring to bear on developing the trajectory of your brand will be key. Your mission will require you to have certain values over others. If you don’t, you’re not as likely to have the impact you intend.
Know what you support, what you don’t, and how this will affect your clients. Ideally, your mission and values should in some away align with target clients for best results.
Market Position, Personality, Tone, Identity, and Core Values
You need to know what share of the market your MSP can hope to recoup in order to balance your operational expenses and help define forward trajectory. Give your brand a personality which resonates with target demographics to help differentiate you.
This personality will match the tone and identity of your brand and should also have a symbiosis with core values. Altogether, these things will make your brand stronger and easier to recognize.
Giving Your Brand True Identity
Position your MSP company in the market by giving it a recognizable brand that that is supported through identity, tone, and core values. Doing so, you’ll make your business visible and strong. Mission values, vision, and purpose should also be used to strategically optimize your brand toward greatest effectiveness.
