We’ll be the first to tell you that revenue generating initiatives are of greater value in a down economy than branding efforts. But federal contractors are different. Generally speaking, they tend to lack the strong brand identity and recognition of their commercial sector counterparts. Only, unlike their commercial counterparts, successful government contractors, with a greater immunity to the recession, can afford to make the investment in the brand building now.
But why should contractors turn their attention to branding now? Because the industry—which is already awash in tech firms, professional services firms and goods and service providers—is getting more and more competitive every day. New players are entering the fray by the minute. The contractors that have been there and done that need to raise their profile and build their brand if their long term goals include growing their business.
Let’s revisit our first of four principles: For a brand to be effective, it has to be unique.
This means the brand must be distinctive from the others in your playing field, which, unless you’ve carved out a very distinct niche, is probably pretty crowded. Occasionally we have clients approach us to say they want to create in impression on the market that “we aren’t like all the other beltway bandits.” Bravo. We love those people because they get it and because it’s job security for us. And because it’s sound marketing strategy.
If, by contrast, your branding strategy is to find out what the best-known and most successful competitors say and look like, and emulate them, expect muted results. Yes, federal buyers are notoriously risk averse and make the safe choice. But you can communicate to your audience that you’re safe while making a distinct and lasting impression.
So ask yourself, what’s unique and superior about my company? Hint: the answer is not your disadvantaged status. Trust me, you’re not the only 8a or woman-owned small business in town.
When you determine what those differentiators are, you are on your way to a value proposition. Now ask yourself how you’re communicating that to the marketplace at every step along the way in the sales cycle.