perspective

Why GovCon companies should pay closer attention to their brand

Qualifications alone aren’t enough to stand out in today's saturated market.

Kate Watts is CEO of Long Dash. She formerly founded Faire Design and held the role of president, U.S. at the global agency Huge.

June 19, 2024

In the fiercely competitive landscape of government contracting, a critical element of success often gets overlooked. In the constant cycle of relationship development, capture strategy, and proposal management—and all the analysis and decision making that go into these areas—it’s easy to forget the role your own brand plays in forging those strong relationships and showcasing your business’s unique point of view and solid qualifications at every touchpoint.

Because when we talk about “brand,” we’re not simply talking about a logo, a color palette, or a set of design specifications. We’re not referring to a list of your company’s values or offerings. While these elements are integral to how a brand is recognized, they don’t define who you are.

When we talk about brand, we’re talking about the commitment a company makes to its audience, the expectations it sets, and most importantly, how it fulfills those expectations consistently over time. The result of that consistency is that it influences how your audiences think and feel about you.

When you neglect your brand, you risk blending into the crowded field of equally qualified and hungry competitors, all vying for a chance at capturing a slice of the U.S. government’s $700 billion in contract funding.

Here’s what we mean—take a look at some of the key factors affecting government contractors right now, and you can see why building a strong brand matters:

Economic pressures: Inflation is prompting firms to seek reliable revenue streams, with government contracts being highly coveted for their stability. This economic shift, coupled with the government’s focus on empowering small businesses, has intensified competition.
Heightened scrutiny: New regulations and a growing demand for transparency mean that your brand’s ability to convey integrity and openness is more critical than ever. This is not merely about compliance; it’s about building enduring trust with government partners and the public.
Rapidly emerging technologies: Artificial intelligence and machine learning are reshaping potential and expectations. Positioning your brand as a leader in embracing and implementing these advancements can set you apart, showcasing your firm’s readiness to navigate and influence the evolving digital landscape.

A well-defined brand does more than differentiate you. It underscores your value proposition amid these challenges, reinforcing your commitment to security, transparency, and innovation at every touchpoint. It shows up in everything you do—from your visual identity and messaging to your thought leadership and even proposals.

By investing in your brand, you can begin to create a unified narrative that integrates all of these components. Because it’s this consistent articulation of value that helps your brand resonate immediately with the audiences you’re trying to reach.

The real benefits of a robust brand strategy

The private sector has long embraced branding as a crucial strategic lever. Study after study shows how a strong brand is linked to consumer trust and overall corporate resilience. For leaders in government contracting, adopting a robust branding strategy is also imperative. Establishing a well-crafted brand can significantly influence perceptions, build long-term partnerships, and secure a competitive advantage in a crowded marketplace.

You need a brand that conveys trust quickly, an essential advantage when dealing with the complex procedures of government procurement.

At Long Dash, we’ve worked with every type of organization from the nonprofit and private sectors—including Fortune 500 corporations, global B2B firms, nonprofit newsrooms, and fellow government contractors. One thing that unites them all is the undeniable impact a strong brand has on their overall success. A well-crafted brand not only enhances visibility but also builds trust and loyalty among stakeholders.

For the GovCon industry, a robust brand strategy is especially vital, serving as a foundation for credibility in a market where the primary stakeholder—the federal government—is risk-averse. It’s a sector where trust and reliability are paramount. You need a brand that conveys trust quickly, an essential advantage when dealing with the complex procedures of government procurement.

Building a brand that resonates with your key audiences leads to:

Stronger business outcomes: When you lead with your value and clearly communicate this across every touchpoint, you foster trust with stakeholders. You avoid letting price be the only differentiator, which would result in lower margins and profitability.
Growth opportunities: Strong branding can open doors by establishing credibility and trust, crucial for winning new contracts, especially in areas where the firm lacks established relationships.
Increased influence and visibility: In the government sector, where decisions can be heavily influenced by reputation and perceived expertise, a strong brand can position your employees as trusted thought leaders among key decision-makers and influencers.
Ability to attract top talent: Strong brands not only attract customers but also top talent—a competitive edge, especially in the federal IT space where skilled, credentialed workers are sought after. Companies without a clear and appealing brand identity may struggle to recruit and retain the right professionals needed to innovate and grow, further hindering their competitiveness. And as we’ve reported, the emerging workforce of Gen Z—and now Gen Alpha—are showing increased interest in the stability that the public sector offers, but employers must show that they are dynamic and forward-thinking organizations committed to innovation and personal growth.
Resilience in economic downturns: During slumps, agencies may tighten budgets and reduce spending, often cutting back on contractors first. A strong brand can provide a buffer, as it helps maintain a firm’s reputation as essential and not just another expendable vendor.

This is an opportune moment for GovCon leaders to reassess their branding strategies. As the market becomes increasingly crowded and competitive, the ability to stand out based on the strength of your brand could determine not just your current contract success but your long-term viability. A focus on your brand can secure a sustainable advantage and ensure continued success.