Building an MSP: Delivering Your Brand Promise

BY IT GLUE | September 05, 2017

How does building a $1.2M MSP with just 2 people sound? Pretty good, right? Well, IT Glue’s VP Product, Luis Giraldo has done it, and a lot of the key drivers of that success are things that make sense for MSPs of any size. Building on his own words and experiences, we’ll tell you how you can begin to take your MSP to the next level in this new blog series. Let’s get right to it. 

Start with the why

Plain and simple: people don’t buy what you do, they buy why you do it. In fact, if your brand shows personal value over business value, B2B customers are more than 2 times as likely to consider it.

Before you can build a meaningful brand promise, start with the why – your company’s purpose. This is separate from your mission. Mission is how you create shareholder value. Purpose is what builds an emotional connection with customers. It is where your philosophy and your customers’ needs and wants overlap. Are you about empowering clients? Bringing innovative solutions? What are your brand values? Why do you do what you do?

Define your brand promise. Build trust.

Now, what is your brand promise? A brand promise sets the expectations for everybody, including your clients. It is something employees know is a drop-dead requirement and is what clients can count on – no exceptions. In a small MSP, you are the brand promise. You are the one that sets the bar and it’s your job to deliver no matter what. In a larger MSP, your job is to establish the brand promise and ensure total buy-in from the rest of the organization.

A brand promise also builds trust. People buy from those whom they trust. Building that trust means you are consistently delivering on your brand promise. Employees are accountable and clients are frequently satisfied. That is why a brand promise is important.

Daily double down

Each day requires your best execution. Are you meeting your goals at the highest level? Do your decisions drive successful results? Are you fulfilling your brand promise? Double down on these every day and make sure you are delivering consistency. It’s one thing to say that you are going to do something, it’s another when you actually do.

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