A brand promise alone is not enough
There are few things more important than a strong corporate brand promise — except, possibly, consistently delivering on that promise.?
Together, these two things represent your company's reputation.
And reputation is everything in the GovCon space.?
Your reputation directly impacts whether the government will trust your company with millions of dollars for products and services that agencies will use for decades.?
Without a well-defined brand and processes to ensure consistent service delivery, you don’t own the narrative that defines your reputation. Internally, your team may have a strong grasp of your company’s value, but government decision makers may have an entirely different view of your company.?
What a strong brand does for you
Public sector agencies have one thing in common: People exactly like you run them. Brands that continuously align the company with its core values connect to those people. When the core brand values are inconsistent, it becomes difficult for individuals to understand what you stand for—which affects your reputation. Failure to deliver on your promises is one such inconsistency.
Creating a memorable, respected, and trusted brand:
How to own your brand narrative
Leading Brands own their narrative.?
How??
They never assume they know what their clients and prospects think. They ask.?
They ask via brand perception and customer satisfaction research they conduct year over year. They conduct focus groups and participate in roundtables and events that put them in a position to hear directly what customers want and need—and think about the brand’s ability to deliver.
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This commitment to brand perception awareness is what the GovExec Leading Brands study assesses, serving as a benchmark for any public sector company (not only the brands included in the study).?
The Leading Brands study
For the first time this year, the Leading Brands study looks beyond brand perception to client satisfaction to assess if brands are, in fact, delivering on their brand promise.
The highlights of the study provide valuable insight to any company working with the public sector: whether an established player in the market or a company just entering the arena. Serving as a benchmark, the study looks at a variety of factors from how brands are perceived across multiple public sector verticals, customer vs. non-customer information, or the brand’s association with leading concepts such as Cyber, Digital Transformation, AI, and Cloud, and more. It then dives into whether the brands deliver on their promise.?
Learning what government decision makers feel about these topics provides insights any marketing or business development team can leverage.
You're invited to join the conversation
Overall, the Leading Brands study offers a succinct view into the question of brand positioning and tracking. It is the largest government decision-makers study capturing the priorities and perceptions of buying teams across federal agencies.?
On September 21, 2023, GovExec will review the high-level 2023 Leading Brands results with help from some long-time colleagues and leaders in the public sector. The breakfast event will include a panel discussion with public sector leaders. Among other things, they will discuss what marketing can do when the clients do not have a great perception of the brand.
The breakfast event is our gift to the GovCon community. At this complimentary breakfast you will:?
Panelists include:
?? Exciting times ahead! As Steve Jobs once said, "Innovation distinguishes between a leader and a follower." Your commitment to unveiling the insights from the 2023 Leading Brands study at such an engaging event truly exemplifies leadership. ?? Let's innovate, connect, and grow together! #Innovation #Leadership #Growth