The Importance of Branding and Government Contracting

In 2010, the government spent about $528 billion on goods and services, all under government contracting.

Today, that figure sits around $3 trillion per year.

History shows us that the companies who crack the government procurement market usually go on to bigger, sustainable business.

And when you combine the taxpayers’ purchasing power together with the achievement of innovative developments, the industries involved tend to be safer and more efficient.

Three great reasons to get into government contracting.

But you can’t just expect them to knock at your door (unless you really are exceptional). You need to attract them.

Getting your branding right is a key step to winning those government contracts. We’re going to give you the lowdown.

Government Contracting

Branding and Government ContractingPutting aside the government contracting for a moment, any business wishing to be successful (and who doesn’t?) should have a branding strategy in place.

Your brand is your company identity, the one thing that consumers relate to, recognize and trust; it needs to be right.

You should also be aware that branding is more than a fancy logo or snappy tagline.

It’s a company-wide strategic plan, aimed at maximizing your exposure and company profile; it’s your promise to your customers.

Just as a regular consumer, a government department will be looking for reputable companies to work with.

Joe Schmoe, Landscaper – “Your lawn is our corn” isn’t going to work, or certainly won’t do you any favors.

So what can you do to build your branding?

Names, Names, Names

If you’ve been trading a while, picking a company name is not relevant – let’s just hope that you’ve taken the sensible route when you first registered your company.

A humorous name may get you lots of social media attention and ‘likes’, but if you’re hoping to represent the government, especially in a public facing role, your name needs to be professional.

Understand Your Market

You will never please everyone, it’s an impossible task. The next best thing is to understand your key demographics or market and work on pleasing them.

Why waste effort on trying to please a segment of the market that just (for whatever reason) will never be interested in your services.

Being an expert in your market will help to raise awareness of your brand, plus, you’ll know all the current ‘on-trend’ habits, latest legislation, regulations, and resources available.

Hear My Voice

Understand just what your company voice is going to sound like.

Do you want humor, stern, friendly, off-hand, casual?

There are many choices, they key point here is consistency – your customers will come to expect a certain standard or style.

A business voice should be:

  • Professional
  • Friendly
  • Conversational
  • Service Oriented
  • Informative

Don’t Be Shy

You’re good at what you do? Tell everyone. Make it known.

Make sure that your customers and potential customers (including those all important government contract bodies) know that you’re the go-to company in your field.

Don’t be afraid of negative feedback either; problems happen, that’s just nature.

It’s how we deal with a problem that demonstrates our worth, which helps to build the brand.

Get Social

Social media is a great way of supporting your brand.

37% of internet users follow their favorite brands on social media, they see it as a way of connecting, a further line of communication, and a perfect way of getting redress in the event of a problem.

Also, with such high numbers of people using social media, there is nearly a third of the world’s population right at your fingertips.


Your brand should be in all that you do.

Whether you’re a public facing company or one that works behind the scenes, it’s important to be consistent with your branding.

It should be noticeable in every aspect of your company.

Think: Business cards, stationary, websites, social media, office, vehicles, employees … anything that your consumer will have contact with, make sure your brand message stands out.

Corporate Social Responsibility

CSR is a great way of showing your brand off to the best of your ability.

Not only does it show that you’re an ethically responsible company, but it shows that you’ve given thought to a problem.

Whether local, national or international, and you’re working to help relieve that problem.

Corporate Social Responsibility is a perfect vehicle to engage your customers, to give them the feel good factor – when they’re purchasing products or services from you, they are helping too.


Building your brand doesn’t happen overnight, regardless of how much money you can put into it.
This is why your brand is one of the best assets that your company has.

Even some of the industry giants have taken years to build and perfect their branding.

Amazon was very nearly called ‘Cadabra’ until the lawyer acting for Jeff Bezos thought he said ‘Cadaver’.

There are no 100% guaranteed hacks for getting your branding right.

With around 319 million people in the U.S., you’re bound to find some people that would prefer you to be called ‘Heist, Shootem and Hangem’.

The trick with branding is understanding your market, your demographic and how you fit with them.

Attracting the largest possible audience without diluting your message, product or service is an art, not everyone succeeds at it, but when you do, it is extremely rewarding.

If you’re looking to get into government contracting, but aren’t really sure where to start, then this guide will help to improve your understanding and knowledge.

If you’d like to discuss how we can help you win more business, including government contracts, you can contact us or call one of our friendly and professional team members at 1 (315) 215-1635.

We will only ever give you professional advice, we’ll never try and upsell you a service – we pride ourselves on our integrity and that our service delivers exactly what it’s meant to.

If you’re looking to get into government contracting, you should contact us today to discuss your needs and requirements.

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