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. Continue Reading
Here are some specific objections raised by government contractors, most of which revolve around cost concerns for branding and marketing. Continue Reading
The absence of sound information upon which to make good strategic decisions can cause another problem: lack of tactical agreement within the executive team. Or, what might be even worse: apathy or passivity on the executive team. Continue Reading
Government contractors need to be aware of the viewpoint of their audience. Ignorance of the audience viewpoint will lead to ineffective or even inappropriate strategic decisions. Continue Reading
Many government contractors do a poor job of creating “emotional resonance” with their customers. “Emotional resonance” is the agreement between an emotion that you express and the emotion experienced by your audience. Continue Reading
Problem: Lack of clarity in brand position and messaging creates unnecessary “friction”. In other words, a poor brand can create confusion as to the purpose of your company and the value of your services. As a result, building relationships contracting officers and program managers can be more difficult. Continue Reading
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. Continue Reading
One of the classic communications dilemmas is messaging both what you are now and what you want to be in the future. This is true whether you are communicating inside your own company or to outside audiences (customers, prospects, potential employees, etc.). Continue Reading
Two clients in STA’s Fractional CMO program have expressed approval of our work. We are grateful for the opportunity to serve our clients, and appreciate their feedback! Continue Reading
Internal communications strategy around technology selection and implementation is important both to having a successful deployment and realizing the short and long-term ROI promised by the solution. This is particularly true as pertaining to business process automation tools for the large enterprise with a highly distributed workforce. Continue Reading