Once you’ve established your positioning, the next step is deciding how you communicate it. Your messaging helps shape how customers perceive your business and influences every interaction they have with your brand.
Many MSPs focus heavily on what they do, but spend less time thinking about how they communicate it. The reality is that your messaging plays a huge role in helping customers understand who you are, what you stand for and why they should choose you over a competitor.
Strong messaging isn’t just about your key positioning statements. It also includes:
- Your tone of voice
- The language you use
- Your brand personality
- How consistently you communicate across different channels
Most importantly, it needs to feel authentic. If your messaging doesn’t genuinely reflect your business, customers will notice.
Three Quick Messaging Tips
Define Your Brand Personality: How do you want your business to be perceived? Friendly and approachable? Professional and knowledgeable? Innovative and forward-thinking? Defining this early helps create consistency across all your marketing.
Be Consistent Everywhere: Your website, social media, proposals, emails and sales conversations should all feel like they come from the same business. Consistency builds trust and makes your brand more memorable.
Speak Like Your Customers: Avoid unnecessary technical terminology. Instead, focus on language your customers understand and relate to. The goal isn’t to impress people with technical expertise – it’s to communicate value clearly.
Your messaging influences every piece of content you create, from your website copy through to your social media posts and sales material. Taking the time to define it properly will help you build a stronger, more recognisable brand.
In our next episode, we’ll explore the look and feel of your brand and how visual identity supports the story you’re trying to tell.
