For over 10 years, MSB Agency has offered a full suite of fixed-price online services from hosting and website development to digital marketing.

To better help our clients reach their goals, in 2022 we transformed MSB into a full online communications agency, adding the critical elements of brand positioning, strategy and creative development to our strong technical-services backbone.

Bringing these two elements together enables us to get the most powerful message to the right audience at the optimal time.

We are successful when our clients reach their goals for mission, brand and bottom line.

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Brand Positioning

Brand Positioning, or simply positioning, is the work of deeply understanding your business and how your offering fits into the world of your target customer. This work begins with a discovery session, which is provided as a structured workshop for your leadership team.

Once established, your positioning statement becomes the North Star for your business, informing decisions at all levels of your endeavor. It precisely identifies your audience, how you differentiate yourself from your competitors, and informs the visuals, sounds, and words you use to communicate your brand.


  • Finely honed mission, vision and positioning statements
  • Competitive analysis and differentiation
  • Core strategy
  • Visual identity and branding directives
  • Go-to-market strategy

Assessment & Planning

Once your positioning is locked down, we take a deep dive into your existing brand, content, infrastructure, tools, platforms and services to reveal gaps, inconsistencies, and places that need alignment with the brand strategy and positioning work we have done.

From that assessment, we work with you to plan a road map—defining specific actions, technologies, platforms and executions, and setting budget, duration and the measures of success.


  • Creative brief
  • Road map
  • Short, medium and long-term goals

Production & Implementation

Using our road map as a guide, we make the journey with you. Based on project scope, budget and need, we provide some services directly or through our network of providers, and provide support and training for other areas you will fulfill yourself.



  • Creative design
  • Content development
  • Web development
  • Search engine optimization (SEO)


  • Ads
  • Content publishing (such as social media)
  • Content distribution (such as email, blogs, and podcasts)

Reporting & Recommendations

  • Weekly (optimize)
  • Monthly (maintain)
  • Quarterly (plan and revise)
  • Annual (review and recommend)

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Core Team

Dan Charles — Founder, iCEO and CTO

Dan brings more than three decades of experience building software and services that solve problems for real people and companies around the world. Dan has been involved in the development of some of the key technologies we use today…

…including secure networking, speech recognition, computer learning, and computer-assisted education, distributed databases, electronic subscription and software distribution, and adaptive interfaces. For the past several years, Dan has focused on producing software and services that delight the user and promote responsible communities and commerce.

Dan lives in New Orleans where he listens to great music, krewes award-winning Mardi Gras floats, and tries to figure out how to make Kosher versions of Cajun classics.

Bill Sutton — Director of Development

Bill brings over three decades of experience in technology, business leadership, branding, operations and communications to the MSB team. In 1995, he cofounded one of the first web development companies in Montreal.

His clients have included start-ups, nonprofits, fortune 100 companies and governmental agencies. He has presided over or held leadership positions in various for profit and nonprofit organizations. He enjoys bringing this wide range of experience to his work in helping people succeed in their endeavors.

A firm believer in the power of local business to address global issues, he has served on the boards of local business organizations and movements to re-localize the economy and food.

Bill lives with his partner, Karla, in the mountains above Boulder, Colorado, where they explore the numerous forest trails and mountains that surround them whenever possible.

Masumi Shibata — Creative Director

Masumi’s work is guided by a strong belief in design as a problem-solving tool. He is skilled at identifying the voice of a business and distilling it down to a visually compelling expression. He has over a decade of experience working with cutting-edge…

…organizations across various industries. His creative output includes influential brand identities, frontline digital product designs, award-winning art & architecture books, and immersive museum exhibitions.

Masumi lives with his wife and two children in the vast outdoor playground of Western Colorado.

John Walden — Branding and Business Consultation

John served on the leadership team at MySalesButler since 2018 and served as CEO in 2022 and 2023. His background includes 25 years in digital marketing, advertising agencies, and tech and robotics startups.

John’s roles have ranged from training and customer service to online marketing, organizational communications, and business leadership and administration.

John currently lives with his wife and two boys in Western Colorado where he likes to hike and run in the desert and incrementally remodel his house.

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