Branding for Government Contractors
Why You Can't Afford to Overlook Your Branding Anymore.
Our office is based in Fredericksburg Virginia, but we do business up and down the 95 corridor frequently. So we run into a ton of businesses that are government contractors. Essentially an entire market of people who were ex military or government employees that started businesses that support the tasks for the agencies that run our country. These folks have spent a career already saturated in bland power point slides and clipart graphics. Government contractor branding was the furthest thing from a priority. And for the most part that was fine. Nobody set a higher standard for graphics, nobody pushed the boundaries.
To their credit, the contractors didn't need to worry about their logo, identity, or brand. They didn't even really need a website half of the time. The truth is they only have one client in mind. The government agencies they were targeting didn't care what your logo looked like, or need to know about your culture. It was black and white. Can you do the task? How much will it cost? Ok you win the contract. End of conversation.
Now to be completely transparent, nothing has changed in this service transaction pattern. The government still doesn't really care about your branding or your website, or anything else. But we're not actually here to talk about that. Something is changing in the market and I've personally been talking about it for a couple of years now. The truth is that branding for government contractors isn't a client facing problem, it's a talent facing problem. The next generation of employees are coming out of college and money isn't the most important thing to them anymore. The truth is they're primarily interested in the best work life culture. They want to work for new and innovative companies that offer fair pay, but more importantly, good cultures.
Imagine you're in your early 20's. You don't have a ton of real responsibilities yet, no real bills. So if money isn't a primary motivator, will you go work for a company with an awesome logo, identity, website and culture video? Or will you go work for the company that has the outdated clipart logo made in 1997 and a single page website you can't even see on a phone? How are you going to possibly connect with those people if you go work there?
The truth is that young people want to feel like they're going to be welcomed and connected to their work. And if you want to attract the absolute best talent coming into the market, you've gotta put more effort into your branding. If you don't have the best team, you don't stand a chance to win the best contracts. It's as simple as that.
If you need help with your branding, or want to schedule a consultation please feel free to reach out to us at the shop!