While blending into the crowd may feel comfortable, it won’t bring you the success or name recognition you can create by stealing the spotlight. If you are trying to gain the attention of the federal government or other government contract partners, a strong brand is essential. An image brand is something that makes you instantly recognizable and immediately sets you apart from every other government contractor. Everyday in stores across the country and on television, we are inundated with brands like Nike, Apple Computers, Oprah Winfrey and Tiger Woods. They are iconic and tell a story in an instant, which are necessary features in the fast-paced world, cluttered with thousands of daily messages and advertisements.
In order to be successful, you need to have your own image brand that projects your message, if you want to compete with the other government contractors, trying to push their own brand identity. Instant judgments are made about your abilities, professionalism, credibility and style through your brand, and you want these judgments to be as accurate and positive as possible.
A brand embodies everything you stand for and everything that potential customers or partners can stand behind. Whether you realize it or not, your brand is how you talk with customers, the way you answer the phone, the presentation materials you use, and even the clothes your staff members wear. All of these should form one cohesive brand, pieced together to represent you and your company in the best light.
Sometimes it’s important to take a step back and ask yourself; “Am I just another business with a laundry list of features? Or, am I an industry leader with an established way of providing benefit to the federal government?” Your brand should answer those questions and any others about your identity and uniqueness. It’s not enough to be an option; you must brand yourself as a unique entity, so that you’re the only choice for the federal government or other government contract partners. You need to figure out what sets you apart from other competitive companies and people in your field, and then brand yourself with that idea in mind. Then, convey that brand in everything you do, your website, marketing materials, presentations, press releases and more.
In the entertainment world, when a personal brand becomes successful and iconic, it can easily lead to endorsements and product lines. A person’s name, image, and essence become so popular and successful, anything they touch turns to gold. You too have the potential to build similar capital in your company and the capabilities you offer to your clients. Higher pay, more opportunity, more freedom, and ultimately, more confidence in your talent are attainable goals, after building a strong, unique brand identity. If the mentioned items are your goals, an image brand isn’t important; it’s an essential.
Ryan Prucker is the president of Imagelight, a full-service marketing [http://www.imagelight360.com], public relations, production and branding firm with offices in Washington, DC and New York. Ryan is a contributor to the national media as a branding expert and has worked with Department of Defense and Homeland Security Contractors, A NASA Astronaut, First Lady Michelle Obama and Lockheed Martin. Ryan’s successes include booking clients on the CBS Evening News, This Week in Defense News, FOX News and more. For more information please visit our site. Imagelight
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