Stop Hiding Behind the Logo: Build a Brand That Connects

Let’s be honest, when it comes to MSP marketing, most owners are still hiding.

Not on purpose. Not maliciously. But it shows up in subtle ways:
They post under a brand account instead of their own name.
They use stock templates or rehashed content.
They might obsess over the logo, the colors, the tagline… but ignore the most valuable asset they have: themselves.

“People connect with people. And in the MSP space, people really want to know who they’re buying from.”

I say this because I see it constantly: MSPs trying to scale visibility without ever becoming visible themselves.

But trust doesn’t come from polish. It comes from presence.

Buyers are more jaded and skeptical than ever. Especially in IT. They’ve been burned. They’ve seen the cold email templates, the fear-based messaging, the scare tactics.

That’s why authenticity isn’t a bonus - it’s your baseline.

People are more likely to buy from someone they trust, and it’s hard to trust someone you’ve never seen. If you’re outsourcing all visibility to your marketing agency, ask yourself: Would I buy from me if I didn’t know who I was?

You don’t have to be on TikTok. You don’t have to post every day. But you do have to start showing up as you.

One of the biggest traps MSPs fall into is the idea that “professional” means highly polished, which then ends up being cold and impersonal.

But the content that actually performs - the content that builds trust - is often a little messy. You can see this for yourself across LinkedIn. The best posts are very human ones. I would rather see something that is a little rough around the edges but reflects your personality, than something that’s technically perfect but forgettable.

If your content could have been posted by any other MSP, it’s not personal. And if it’s not personal, it’s not building anything lasting.

You don’t need to be a marketing expert to stand out.
You just need to be willing to show up and share your perspective.

You can start with:

• A simple post about a client win and what made it possible.
• A reflection on something you learned this year in business.
• A short video answering a common question you get from prospects.

Your experience has value.

Here’s what I’d suggest for any MSP owner who wants to get started building a brand that connects:

• Go look at your last five posts. Would you stop and read them?
• Is your face on your website? Is your voice in your marketing?
• Can someone new quickly get a sense of your values, your vibe, and your point of view?

If not, don’t worry. You don’t need to do a full rebrand. You just need to start with personal branding.

Post under your name. Share what you believe. Show your face. Say what matters.

Because people don’t buy from a logo.
They buy from you.

Watch Episode 12 of The MSP Sales Podcast, where Katie joins Brian to talk all about authenticity in MSP marketing. Podcast now streaming on all major platforms.