CHAMPION MINDSET CONT.
The solution is vision alignment at every level, starting with the leader.“ And then how do I get that vision out at every single level of the company? So my sales manager knows that vision... My people that are underneath him... They see that vision, and if we can get everybody seeing the same vision, they can go deliver the same thing,” Spencer explains.
Personal Branding: No Experience Required
Most MSP owners avoid personal branding because they think it’ s too complicated. Vaden sees this constantly.“ I think they assume they have to have perfect lighting and perfect camera and perfect editing... like being an influencer or dancing on TikTok.”
Thankfully, none of that is necessary. You might have to get out of your comfort zone as Lopez did, but he found it to be an opportunity for personal growth. Even though most of your personal branding effort happens through social media, the goal isn ' t to go viral when building leads for your business. The goal is to build trust, Vaden says.
The better strategy for MSPs is to be useful. And don’ t be afraid to overdo it. Vaden suggests making a list of every single question or issue your prospect could have, answering them one at a time.
“[ MSPs ] can teach everything they know for free, one little bit at a time, almost as if they were trying to teach people how to solve their own problems,” Vaden explains.“ But in reality, what happens is people realize they need them more because they go,‘ Oh, man, this person knows what they’ re talking about. I would rather just hire you to do this for me.’”
Vaden calls this giving away“ the what” while charging for“ the how”: Share insights freely, but charge for implementation.
What’ s more, becoming the go-to expert for your target customers works for both personal and business branding. What you talk about and who you talk to are what make it a reflection of your brand.
Lopez demonstrates this through education-specific programming. His company hosts professional development events for teachers on topics such as AI and cybersecurity in K-12 education, as well as digital citizenship sessions for students. These aren’ t traditional MSP services, but they go a long way toward cementing a brand that differentiates itself as a champion of education.
Go Brand or Go Home
The hard truth about growing an MSP is that it’ s hard not to become stuck as a commodity. But the more commoditized an industry is, the more the personal brand matters, Vaden says. The solution isn ' t broader appeal— it’ s deeper specialization.
“ The smaller you are as a company, I would advocate, the more important it is to be hyper-focused,” he says. Here are five actions to get started on the road to a solid brand that helps build revenue and move away from the slush pile.
1. Find Your Why Complete a“ start with why” exercise. Dig into the personal story behind your business. That’ s your brand foundation.
2. Audit Your Name Does your company name clearly communicate what you do and who you serve? If prospects are confused, consider rebranding.
3. Systematize Consistency Create specific standards for how every team member represents your brand, from how they speak to how they dress. Train everyone on your vision and how their role supports it.
4. Teach Your Expertise Answer every question your prospects have through content. Share knowledge freely to build trust and demonstrate competency.
5. Pick Your Niche Choose one customer type, geography, or service area to dominate. Learn their language and pain points inside and out.
The MSPs winning in today’ s market aren’ t the ones with the fanciest websites or biggest marketing budgets. They’ re the ones with authentic brands that create real connections with their ideal customers.
Jennifer Oladipo is an award-winning business journalist. She’ s written for national and international publications focused on science and technology sectors and has held communications positions in multiple organizations, including a Fortune 200 technology company.
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