The rhythm is growing stronger as the ActaMSP brand takes hold. Acta President Justin Huffaker discusses.
He has the excitement of someone who knows a big moment is coming and the patience of someone who has been building toward it for nearly three decades. The brand is new, but the work behind it has been developing for 27 years. Now the team is tightening its rhythm and preparing to show the market who they really are.
Datamax has always been recognized for outstanding office equipment expertise, but Justin and the IT leadership team are ready for something more. They want clients to understand the full story. They want to introduce ActaMSP with intention, confidence, and a clear message about Action as the Service.
“We want to be ready when we make that announcement,” Justin said. “Website ready. Socials ready. Content ready. We want to come out of the gate with guns blazing.”
Inside Datamax, the initial announcement sparked curiosity, excitement, and a few nerves. Justin expected all of that, and he understood it. Datamax is built on a close culture with deep loyalty and steady leadership. A new brand naturally raises questions.
“When we announced it, some people were excited and ready to jump on board. Other people were a little reserved,” he said. “They needed reassurance. Their paycheck is still coming from the same place. Their 401k is still in the same place. They are still coming through the same doors.”
Once people understood that ActaMSP was not a separation from Datamax but an evolution of what already exists, everything changed. The excitement grew. The curiosity shifted toward anticipation.
“People are asking when the website is going to launch. They want to see the socials go live. They want to be part of telling this story,” Justin said.
For 27 years, the IT team has been delivering real results that often stayed hidden behind the prominence of the copier business. Justin’s analogy captures this perfectly.
“Think of the sun and the stars. When the sun is out you cannot see the stars, even though they are still there and still incredible. Datamax and the copier business is the sun. It shines brightly. But the stars are there too. With our own brand, we get to let the stars shine.”
The Next Wave is not just a marketing phrase. In Justin’s eyes, it is a foundation for the future.
In 1998, he was charged with helping Dallas establish a new revenue stream. That stream eventually grew into the IT offering that exists today. As Datamax Arkansas and Texas united this managed IT expertise, the question became simple: How do we accelerate?
“With all the excitement in technology cloud, AI, mobile enablement, if customers do not know the Datamax family of brands can provide these services, they are not going to turn to us for guidance,” he said.
The Next Wave is about visibility. It is about removing any confusion for businesses that still see Datamax primarily as a copier company. It is about positioning ActaMSP as the go to partner for managed IT, cloud hosted voice, cybersecurity, and the strategy that ties it all together.
“Once we are able to establish our own brand, still in the same universe, the copier brand can be the sun. ActaMSP can be the stars. We can start to shine.”
That visibility is not an ego move. It is a service move. If businesses do not know ActaMSP exists, they cannot benefit from the guidance, proactivity, and expertise they offer. The Next Wave is about being ready when businesses come looking for help. And being easy to find when they do.
Brand refinement has been a priority for a reason. Justin wants businesses to know exactly what ActaMSP stands for and what it delivers.
“We want people to clearly understand the areas of technology we are associated with. People need to understand they can come to us for those things.”
That clarity starts with language. Many MSPs begin to sound the same. Same terms. Same benchmarks. Same claims. ActaMSP refuses to blend in.
“We do not want to sound like any other MSP. We want to appeal directly to business audiences. Messaging they can understand. Outcomes they can relate to.”
The goal is simple. When someone hears the name ActaMSP, they should immediately think of the total client experience:
“Technology and business objectives have to be aligned. You cannot grow without a properly executed technology infrastructure. That is what we help businesses achieve.”
It is action over words, backed by 27 years of experience and a brand built to fully show it.
President - ActaMSP
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