2026 Agenda

You’ve built something remarkable: a strong team, a growing client base, and a reputation that took years to establish. But as your business grows—through new hires, service expansions, or acquisition discussions—your brand story can start to fragment. Often, MSP leaders don’t notice this “narrative drift” until a client points it out, a deal falters, or a new employee describes the company in a way that feels off. Growth is exciting, but it’s also the most common culprit behind a fractured brand story.

This engaging three-hour workshop is designed specifically for MSP leaders and senior executives. It provides a practical framework to help you identify where your brand story may be eroding, craft a unique category position your firm can truly own, and implement the narrative infrastructure needed to keep your story consistent as your business evolves—whether through scaling, service expansion, or mergers and acquisitions.

By the end of this session, participants will walk away with:

• A live assessment of your firm’s current brand architecture.
• A documented draft of your “Category of One” market position.
• A suite of actionable tools to align your leadership team and maintain a cohesive brand story.

Workshop Takeaways:

• Recognize Narrative Drift: Learn to identify the three growth scenarios—scaling teams, service expansion, and M&A—that lead to narrative drift, and how to address them before they impact clients.
• Brand Maturity Assessment: Complete a live assessment to pinpoint where your brand story is strongest, where it’s most vulnerable, and what needs immediate attention.
• Category of One Framework: Develop a market position that’s authentically yours, rather than relying on borrowed vendor narratives.
• Brand Voice Calibration: Fine-tune your brand voice across five key dimensions and identify areas where it has strayed from your original intent.
• Actionable Next Steps: Leave with a clear plan to install narrative infrastructure that protects your brand story during future growth events.

Exclusive Participant Benefits:

All attendees will receive access to three AI-powered tools designed to help MSP leadership teams clarify, align, and govern their brand story:

• Brand-telling Story OS Diagnostic
• Category of One Intensive
• BrandVoice Sliders

Additionally, participants will receive a downloadable copy of The Art of Brandtelling by Arthur Germain.

Prerequisites:

• Bring a laptop or mobile device.
• Bring a copy of your firm’s “About Us” page, homepage copy, or a recent proposal introduction. These materials will be used during a live exercise.

Brandtelling® is a registered trademark of AHG3 Inc. The content delivered is non-sponsored educational for channel partners. AHG3 is collaborating with the MSP Summit on editorial content.