Top Branding Tips For MSPs
By Frank Seltzer, ConnectMeVoice by Cloudli
A simple image or word can leave a lasting impression in people’s minds. Whether that’s a “swoosh” symbol on sporting apparel (Nike) or a red can of cola (Coke), the right identifiers will not just capture the eye, but create an immediate connection with a product or service.
Branding makes that possible. Quality imagery and messaging inspire action, whether that means going online or heading to a store to make a purchase or register for an event or something else. The goal is to ensure consumers associate positively with the organization based on specific logos or words.
When done well, potential customers associate names, messages, and pictures with things like quality, safety, uniqueness, community, reliability, and other positive influences. Those connections are not accidental or random. In the case of well-known, established brands, corporate leaders intentionally strategize, collaborate, and work to elicit the right feelings from their target audiences. They then develop marketing plans and carry out those activities to spread the word. That time-tested approach to branding works effectively in the consumer space as well as in the B2B and IT channel communities.
That approach is just as important for MSPs. Since reputation is everything, IT services firms must build trust and a quality image to scale their businesses successfully. MSPs rely heavily on referrals and testimonials to attract new clients. Business leaders need to know if a prospective technology partner can properly design, implement and manage their systems and effectively address their cybersecurity needs. Many companies rely on peers and community thought-leaders for recommendations on IT services partners and leverage other resources to validate their expertise. A good reputation is critical for MSPs, and branding is an essential part of that formula.
Build A Brand From The Ground Up
Creating a quality reputation and name recognition without a multi-million-dollar budget takes time and a solid strategy. So, it helps to start with some specific goals. What image does the MSP want to establish? Every company wants to be known for all the right reasons by its target audience. Most managed services companies wish to scale their businesses and grow strong monthly recurring revenue (MRR) and margins.
Whatever the specific goals, the first step is to boost awareness with a solid branding strategy.
That typically begins with identifying 3-5 keywords the MSP wants people to think of when they see the company’s name, logo, and messaging. Branding is basically what clients and prospects would say to others about the company. Words like reliability, high performance, cybersecurity experts, friendly, on-time, intelligent, problem-solvers, creative, efficient, professional, and community-oriented are desirable for MSPs.
Conducting that exercise with the providers’ team members helps inspire ideas, identify problem areas, and validate the company’s current state. Does the management team’s perception align with those who interact with clients and prospects?
MSPs may perform similar exercises with customers or focus groups that mimic the target audience. What are their thoughts about the company’s brand? Does it properly convey the intended message?
Once those keywords and images are established, MSPs often take an “inside-out” approach, rolling out the brand specifics and plan to employees before expanding to clients and prospects. From team members' email signatures to blog articles that emphasize the keywords and how they define the business, emphasizing the importance of those messages across every medium, including internal and external communications and websites, is critical.
Expand The Reach
Working with vendors, distributors and other alliance partners that understand, appreciate, and support an MSP’s branding efforts is just as important. White-labeled offerings may be one of the most under-rated and underutilized resources in the channel. Many companies give MSPs the ability to add their own brand to products and solutions with minimal work and provide a wealth of sales and marketing tools to further those efforts. Committed channel vendors understand the value of those options and work hard to support their partners’ core business objectives.
An effective feedback loop allows customers to share their experiences to help MSPs gauge success and validate how well their branding process works. Do they positively describe the company? How well do their perceptions align with the MSP’s objectives? There are several apps for requesting automatic feedback at certain points in time, such as before invoices go out or after a specific service. MSPs should also encourage clients to write and share reviews consistently and nurture relationships with “net promoters.” Securing positive posts on Google and other online-review services allows providers to stand out amongst the sea of other IT services companies.
Partnering with committed channel vendors like ConnectMeVoice by Cloudli makes branding a lot simpler for MSPs. Choosing suppliers that understand the business and support the needs of managed services providers helps speed sales and marketing efforts. For example, the white-label options that dedicated channel vendors provide allow MSPs to maximize branding efforts with current and prospective clients.
About The Author
Frank Seltzer is Channel Chief at ConnectMeVoice by Cloudli.