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