managed services provider | strategic rebrand
realign + accelerate
OVERVIEW
& client profile
An established MSP wanted more vCIO accounts and better referrals from key influencers in their network.
But there was a deeper problem they couldn't name: a misalignment between how they saw themselves and how longstanding customers experienced them.
The client came to us wanting to look more polished and attract better referrals. What our Signal Sync process revealed was more fundamental: a significant perception gap with existing customers. Their vCIO relationships were consultative and authoritative. But their managed services clients, many of them longstanding, remained in a more transactional, break-fix mindset.
This perception misalignment was costing them: in referral quality, in pricing power, and in client retention they couldn't yet see eroding. Left unaddressed, it would eventually drive attrition they wouldn't see coming.
CHALLENGE
The gap they recognized, and the one they didn't
We conducted our SignalSync process to uncover not just how the client wanted to be seen, but how they were actually perceived.
The findings revealed the customer gap, which shifted the engagement from pure brand refresh to strategic realignment. We recommended a proactive outreach program to re-court existing customers, reintroducing the firm's value before any relationship erosion could take hold.
Because we now understood the company, its customers, and its internal culture, we were positioned to advise on stakeholder communications: how to frame changes for existing staff in ways that generated buy-in rather than resistance.
STRATEGY
our approach to the problem
STRATEGIC WORK
& implementation support
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SignalSync messaging platform development
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Customer perception gap analysis
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Existing customer re-engagement strategy
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Internal change communication advising
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12-month KPI development
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Visual rebrand, website copy, and marketing materials (implementation support)
1.
Signal Sync to understand market position, customer perceptions, and internal culture.
2.
Identified perception gap between vCIO and managed services clients.
3.
Nailed down ideal client profiles, customer re-engagement, and created targeting messaging for each group.
4.
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Developed internal messaging frameworks so staff understood and could articulate the changes.
5.
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Established measurable KPIs tied directly to strategic work.
6.
Created visual rebrand including logo, brand guidelines, website rewrite, and materials to support the strategic shift.
PROCESS
how we did it
IMPACT
bolder action, aligned messaging
The client moved faster and more decisively than they had before. Armed with clear messaging and the right materials, they designed and launched an outreach campaign to reposition and reconnect with existing clients, rolling it out simultaneously with new branding that underscored the sense of renewed energy they wanted to convey.
The outside perspective helped them see what they'd been too close to notice, and the strategic foundation gave them the confidence to tackle the problem head-on. Strategy and implementation worked in tandem, each reinforcing the other.