There are multiple factors that you must consider when developing your IT marketing plan. One of these crucial aspects is the reputation of your brand as a managed service provider. In general, this element will play a central role in the long-term success of your business. The brand can be defined as the identity feature which distinguishes a company in the eyes of a current or potential customer. When developing your marketing strategy, you must ensure that your brand is consistent.
If your brand appears inconsistent to the customers, you will sabotage your credibility and your revenue will decline. Therefore, you should ensure that your operation is represented with uniformity in terms of visual symbols such as logos, name, and designs. In addition, your content and general marketing materials should not have inconsistencies, regardless of the medium used. If you are uncertain about the importance of brand consistency, consider these outlined benefits of promoting stability:
Customer Awareness and Recognition
One of the most important reasons why you should have brand consistency is customer awareness. In simple terms, people will recognize your identity as an IT service provider when you build a solid and constant brand identity. This is particularly important when you are dealing with visual identity. This encompasses your logo, company typography, and other forms of imagery. If you keep shifting from one visual reference to another, your client base will not be able to identify your brand. In addition, you cannot build widespread awareness because there will be no permanent distinctiveness.
Build Market Trust
If you want your business to keep growing, you must focus on building market trust. Basically, you will not have any significant concerns about your source of revenue if your customers, business partners, and company investors trust your operation. While your brand might not seem like a major element, it is one of the easiest ways to break the trust of your associates. If you have not cultivated a constant brand as part of your IT marketing strategy, your potential customers will assume that you are unreliable.
For example, imagine a potential client who is referred to you and given some marketing material. If they visit your website and find that the branding is different, they will be less willing to trust you. After all, your IT support business will look like the many fraudulent operations online. Also, if you keep changing your logos and taglines, the customers might assume that you are indecisive or the business is not operating peacefully.
Reinforce Company Identity
You should reinforce your company identity when marketing your business and brand consistency can help you accomplish this feat. Simply speaking, there are numerous MSPs in your area and your potential customers often come in contact with materials related to these companies. Over time, the businesses will become a blur such that the customers cannot differentiate between various logos, marketing messages, and taglines.
However, if you choose one simple marketing message or logo and use it continuously, the people will remember you and know your company. The presented ideas or beliefs in your material will become intrinsically linked to you. The concept behind this is that human beings can associate brand identity with a company and quality goods. For example, an image like a bitten apple, a phrase like ‘just do it’ or a musical score will bring clear thoughts about certain brands.
Stand Out from Competitors
As mentioned, there are numerous IT support companies that hope to dominate the MSP market in your area. While the competition is not the same as in other sectors, the threat of being toppled from the top of the field is real. One of the best ways to avoid this detriment is to create a unique brand identity and stick with it. If you change it significantly, you will become one with the masses. Potential clients might assume that you are one of the new MSPs cropping up. Cultivate a stable brand which will not be easily confused with others.
Finally, brand consistency in IT marketing can motivate your employees because they will feel like a part of the legacy. At MSP SEO Factory, we help MSPs solidify their brand and make it consistent. Contact us today to learn more.