Branding Government Contractors May 01, 2012, by Peter Mirus in Branding, Government Contracting

A strong brand is a true asset for the government contractor, so the contractor that has been inattentive to the development and/or maintenance of its brand may have a liability on its hands.

Here are some points of consideration as to why a poor approach to branding can hurt, or hold back, a government contractor. Each post presents a problem associated with poor branding and provides the solution that will lead to performance improvement.

Readers may first want to briefly explore the definition of a brand, how brand strength is measured, and how a brand strategy is built. These posts are very brief and will provide some orientation.

Finally, I answer some objections that contractors have raised about investing in branding and marketing.