Concept Synonymous Branding
MSP business models would do well to consider that some people equate an entire brand with a singular concept. As an example, consider a likely episode from your own daily grind. You're parched, it's lunchtime. Do you say, "let's get a carbonated beverage"? Do you say, "I could really do with a soda-pop?" Or do you say, "Let's go get a Coke?" Or, "I need to grab a Pepsi"? When you do get to the soda machine, do you grab a Coca-Cola? Do you grab a Pepsi-Cola? Or do you get Mountain Dew, or Dr. Pepper? Do you push the Mr. PiBB button?
Sometimes even if you say, "I'm gonna grab a coke", really you mean, "I'm gonna grab whatever carbonated beverage tweaks my mental tastebuds when I look at the options on the machine". In your mind, the concept of a carbonated, sugary beverage has become epitomized by a singular brand -- in America, that's usually Coke or Pepsi. Other places have other proclivities, however; and concept-synonymous branding isn't restricted to soft-drinks. When you think "whiskey", do you think Jack Daniels? When you think Vodka, do you think "Skyy"? When you think "truck", do "Ford" or "Dodge" pop into your head? Concept-synonymous branding stretches across the board; from food to utilities and beyond. Additionally, this psychological outcome is deliberately designed by branding agencies.
Transitioning Concepts
You want to have concept synonymous branding define your MSP business locally. While this is an attainable goal, it's going to require concerted effort, and it likely won't happen overnight. Tips to get your brand at such a level include:
- Make your business continuously relevant to the local community.
- Get involved with sponsorship events.
- Quid pro quo advertisement; a company gets "free" service so long as they mention yours.
- General marketing -- television, radio, SEO, etc.
- Cross-promotional advertisement.
- Product placement.
There are always political events happening in LA. If you really want to tap into ROI-rich marketing, jump on the bandwagon with some of them. Granted, you want those -- with whom you jump on the bandwagon -- to be the kind of folks whom your clientele would approve of. I.E., if your primary clients are in the tech industry, it might not be a wise idea for you to provide technical support for an anti-Internet rally -- ironic as the need for that support at such a rally may be. But you would want to sponsor a technology expo if you were able to get such an opportunity. And then you'd want to take the approach, where those who used your services mention as much to the gathered crowd.
