This spring, we’re presenting a webinar to AEC professionals about proposal differentiation. It’s a big topic right now. Firms are trying to get more efficient with their processes through AI and asset management tools.
But they are also trying to communicate their brand value and competitive difference. Often that competitive difference is unique to each potential client/owner.
How do you make “quality” or “safety” sound different from every other firm? What if your future projects are with the same government agencies or cities? How do you check the boxes but also add a little something extra?
Here are some thoughts on brand positioning before and after you win the work. All of this supports your brand differentiation to pursue new work and strategic relationships.
BEFORE PURSUIT
Share the Buzz – If your client types have hot button issues that impact their budgets and future projects, are you talking about it in your strategic content? Sharing their concerns and citing market trends demonstrates that you’re dialed into their industry. Include this strategic content on your website, but also as talking points for leader social media profiles.
Read the Keywords – Through organic search results, you can find clues for client challenges or needs. Search traffic in a geographic market can also reveal regional or state matters that hint at future project needs. Search traffic on your own website may also reveal the services that potential clients are most interested in.
AFTER PURSUIT
Have a Debrief – Once you’ve won the business, do you ever ask the client/owner/partner why they chose your firm? It’s interesting to hear how they arrived at their final team, especially in a competitive environment where there are many excellent firms. Don’t assume their reasons even if you’ve worked with a prime partner or client for a long time. Use their answers as part of your brand differentiation in future proposals or presentations.
Share Knowledge – It’s insightful to hear how technical professionals overcome challenges or find alternative solutions in real time. They’re usually too busy to share these details until the project ends. Seek these details through client check-ins and project data logging. Build a narrative around how the project was managed successfully and strategically. Add case studies to your website or build a panel discussion/project tour event around the outcomes.
Although quality work and safety will always support a well-regarded AEC brand, there is also behind-the-scenes marketing research that can position your firm well for future work. If you have any questions about how to seek or interpret this data, let us know.
What We’re Up To
Ingenuity Marketing Group is celebrating 20 years in the professional services industry. Watch for our special social posts, updated website and some walks down memory lane.
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