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The managed service provider (MSP) market is at a breaking point. As businesses demand more from their technology partners and new competitors flood the space, the old approach of selling technical services alone is no longer enough. In 2025, MSPs must make a bold shift: Stop selling services and start building brands.
This isn’t just about a shiny new logo or a slick website — it’s about redefining the way MSPs connect with their clients. The MSPs that thrive in the years ahead will be the ones that transcend commoditized IT services, positioning themselves as indispensable partners in their clients’ success.
Related: These 4 Elements Are Key to Branding Your Business
The problem with selling services
For too long, MSP marketing has relied on a predictable playbook: Focus on technical expertise, promise cost savings, and stress reliability. While these are essential, they’re no longer differentiators — they’re the baseline.
Businesses now expect …