Your brand is undoubtedly one of your IT company’s most valued assets.

Do you know what this means?

It implies that developing a formidable brand is one of your most essential tasks.

And in this post, we’ll discuss how you can brand your IT company to make it stand out in a saturated market.

But first,

What is Brand Development?

Brand building involves generating awareness about your business by leveraging campaigns and strategies to create a unique, lasting image in your industry.

Because GrowthGenerators helps IT companies and MSP providers build their brands, we break down the process into three phases. These are:

Creating a brand strategy that aligns with your goals

Creating tools that effectively communicate your brand in the marketplace like a website, tagline, etc.

Double down on your achievements and update your brand

Your brand-building strategy is the roadmap of how you’ll achieve these tasks. We have outlined brand building in the following steps to make it easier for you.

#1. Establish Your Overall Business Strategy

A solid, unique brand will make growing and scaling your IT company easier. But what type of company do you want? Do you plan to grow your firm organically?

Establishing your overall growth strategy is your first step to brand building. It is easy to grow and develop your brand if you know where you want to take your IT or MSP brand from the start.

#2. Pinpoint Your Target Clients

You can't grow your IT brand if you consider "everybody" as a potential client. According to Harvard Research, companies experiencing high growth and profits have clearly defined target customers. And, the narrower your focus, the faster the growth.

You'll be forced to spend more on your marketing campaigns if you have a diverse target audience. The question then becomes; how do you identify your target audience? That's where our #3 point comes in.

#3. Research Your Target Client Group

A business that conducts systematic research on its target customers experiences faster growth and more profits.

Better yet, companies that do more research regularly — at least once every four months — experience even faster growth.

Researching your target customer group enables you to understand and anticipate their pain points. That way, you can create a message they can relate to.

It also lets you determine how customers view your company’s strengths and brand. Besides, researching your client group reduces the marketing risk tied to brand building.

#4. Develop Your Brand’s Positioning

Positioning your brand starts by answering these two critical questions;

  • How different is my IT company from others?
  • Why should prospects within my target audience choose to work with me?

Your answer should be concise and direct, not more than five sentences. It should be realistic because customers expect you to deliver your promise. The statement must be inspirational, too — to keep you motivated.

#5. Get Your Messaging Strategy Right

Your message should focus on prospects, possible employees, referral sources, and potential partnership opportunities.

Even though how you position your brand should be uniform across all audiences, it is important to note each audience will view it differently.

So, your message to each audience should address specific concerns backed by evidence. Most importantly, your messaging must be relevant to your target audience.

#6. Decide Your Name, Logo and Tagline

You don't have to change your IT company's name if you're already in business. You'll want to choose a simple and easy-to-remember business name if you're a startup.

Further, create a log and a brand to support your brand positioning.

While your business name and tagline aren't your brands, they play a critical role in your overall brand identity.

It would be best to settle on a logo and tagline that clearly communicates your company's message to your target audience.

#7. Develop Your Content Marketing Strategy

Content marketing is a must for IT companies and MSPs in the digital age.

A well-thought-out content marketing strategy enables you to efficiently accomplish all traditional marketing strategies. It leverages helpful, valuable, and educational content to attract, nurture and qualify your IT prospects.

Remember, reputation and visibility are the key drivers of your brand's strength. That's why boosting your visibility and neglecting your reputation hardly bring positive results. In fact, traditional awareness-building strategies like sponsorship or advertising often yield results.

Conversely, content marketing boosts your brand's reputation and visibility simultaneously. It is also a tried-and-tested strategy for building your brand's relevancy to prospects and customers. Period.

#8. Set-up Your Website

Any serious IT company or MSP must have a website.

A website provides a platform where your customers and prospects can learn about your company, your products, and how you can help them.

While clients are less likely to engage with your company based on your website only, they may walk away if the site doesn’t elaborate on your offer clearly.

In addition, your website will house your content, enabling you to run your content marketing campaigns effectively.

Besides, your website's content will focus on your Search Engine Optimization (SEO) efforts, allowing you to place your IT company in front of potential clients, employees, and referral opportunities.

Simply, your online presence is key to any well-thought-out modern brand-building strategy.

#9. Build Your Marketing Toolkit

Your marketing tool includes sales pages, funnels, or anything that describes your company’s core offerings.

You may also want to create videos on your company’s overview, products, team, services, etc.

When you develop appropriate marketing tools, you’ll improve your business and boost your brand-building efforts.

#10. Implement, Track and Adjust

The last step of brand building is implementation. Of course, working on a tremendous brand-building strategy is futile if you don’t implement it.

While this seems obvious, most IT companies hardly implement their brand development strategies. Running a business comes with many responsibilities so  it’s easy to shelve your brand-building efforts.

It is crucial, therefore, to track your plan and the results. Did you implement the strategy to the fullest? Did you achieve your goals? Did you generate more traffic? Did you attract new leads? How many collaboration opportunities did you seize?

You can only get this data by tracking your strategy. Further, tracking lets you determine if the process is yielding results and whether you need to reconsider your decisions.

GrowthGenerators — Your Brand Building Partner 

GrowthGenerators boasts a wealth of experience helping IT companies and MSPs develop and implement their brand-building strategies.

We will help you create a solid digital marketing strategy to build brand awareness. Our services include:

  • Website development
  • SEO implementation
  • Inbound marketing
  • Content creation
  • Content marketing

Visit our contact page to talk to one of our digital marketing experts to help you lay the foundation for your brand branding strategy.

Published on:

September 21, 2022