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Branding in the Procurement World

Aug 07, 2019

In the world of public procurement vendors rarely think of branding. However, it could be one of the most important aspects to success when pursuing contracts in the public space.  We are familiar with some of the top brands in the world such as McDonald’s, Coke, Pepsi, Google, Apple, to name a few.  But what about your brand?  A brand can be many things to many people; it can be a symbol, a spokesperson, or a culture.  For instance, Tim Allen’s voiceover for the Pure Michigan commericials is the brand for Michigan tourism.

Currently I am in the process of moving my two kids back into their college apartments. For my daughter we ordered a “Bed in a Box.” As her bed arrived in a very small box it reminded me of a brand expert I had the pleasure of hearing from during a conference. He used the “Bed in a Box” as an example of good branding. The speaker thought the company’s brand was their superior customer service. He ran into a problem in the past with a product, but their great customer service kept him coming back to the company. As this example shows, your businesses’ brand can come in many different forms, including customer service.

There are a few things to keep in mind as you look to brand your product for the public space:

    • Keep it simple, one-page write ups on your company are sometimes better.
    • Increase awareness of your company by including your company name and logo on everything.
    • Pick three to five of your company’s strengths and repeat them throughout the process.
    • If you have a “face” of the company, make sure that person attends every meeting and presentation.
    • Tell a story by taking a case study or project and making it real so others will remember and relate.

These are just a few ideas on how to brand your company.  Look in the mirror, you may be the brand and not even realize it.

Michigan Legislative Consultants is a bipartisan lobbying firm based in Lansing, Michigan. Our team of lobbyists and procurement specialists provide a wide range of services for some of the most respected companies in America. For more on MLC, visit www.mlcmi.com or connect with us on LinkedIn and Twitter.