Problem: When government contractors think of branding, they often think primarily of the approach to potential customers. However, there are at least six primary audiences that should be considered for strong brand messaging.

• Current and potential customers, including:
  • Influencers
  • Contracting Officers
  • Program Managers
  • End Users
  • Small Business Specialists
• Current and potential employees
• Current and potential prime contractors
• Current and potential vendors and subcontractors
• Politicians
• Taxpayers/Voters

Solution/Advantage: Create a brand messaging architecture that governs your approach to each audience. Formal audience research may be necessary to properly develop this architecture.

A messaging architecture includes identification of key customers or prospects, key messaging points, critical objections that might be raised by each audience, and your response to those objections. The messaging architecture creates the gateway for future communications with these audiences through presentations, website, proposals, etc.

This article is part of the Branding Government Contractors series. Click the link to read the introductory post and view a list of articles.

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