Federal Contractors - What About Your Brand?

As a marketing firm that makes its home in Lanham, Maryland, which is right outside of Washington, DC and in close proximity to Northern Virginia (all prominent locations for Federal contractors), we have found ourselves doing quite a bit of work with government agencies and government contractors in our 20+ years. That's why when I read an Examiner article recently, I found myself nodding in agreement with what the writer was saying in reference to brand building for government contractors.

Among the conclusions she drew was that the time is NOW for government contractors to invest in building their brand to differentiate themselves from the competition. With competition tighter than ever and new firms emerging almost daily, the only firms that are able to elevate themselves from the fray are those with brands that differentiate them in a meaningful way.

We couldn't agree more-After all, the parties responsible for evaluating proposals and choosing vendors at government agencies are people too, so just like everyone else they're motivated to choose a firm that has a brand that speaks to them.

The lesson? Define what it is about your company that stands out in terms of what your customer is seeking (as the author notes, it's not your disadvantaged status...). Then engage a creative team to execute that positioning throughout your branded materials. That's the recipe for a successful government contracting business.

by Garret Ohm

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