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Branding begins at capture: why your bid identity starts before the RFP
Branding isn't just a design exercise, it's a strategic tool that starts at capture. Discover how early branding shapes client perception and sets your bid apart.
"People don't buy what you do; they buy why you do it."
Simon Sinek
In the world of bids, this couldn't be more true. Yet too often, branding is treated as a last-minute design flourish rather than a strategic asset. We believe that branding should begin at capture, influencing perception, building trust, and setting the tone for a winning proposal.
Branding is more than design, it's emotional positioning
Branding is how your client feels about you, not just what they see. Capture is your chance to shape that feeling early. Every interaction, every piece of collateral, every conversation contributes to your brand.
The power of right-brain thinking in capture
Capture planning is often dominated by logic. But emotional, right-brain thinking helps you tell a compelling story, one that resonates and differentiates.
Branding strategy vs capture strategy
Capture strategy defines what you want to say. Branding strategy defines how you want to be remembered. The two must work in tandem to create a coherent, compelling identity.
Start with a simple brand narrative
Define your tone, personality, and key messages early. Use this to guide every interaction, from early engagement to final proposal.
Case in point: when branding starts early, it sticks
We supported a client who defined their bid identity at capture: confident, expert, empathetic. By the time the RFP arrived, the client already saw them as the front-runner.
Conclusion
Branding isn't a bolt-on. It's a strategic tool that starts at capture.
Ask yourself:
What do you want your client to feel about you before they even read your proposal?
Explore more:
This blog draws on insights from our white paper, Branding Strategies for Capture.
To find out more about the key skills and tools necessary to develop powerful, compelling proposals contact our experts on 0800 009 6800 or email us at This email address is being protected from spambots. You need JavaScript enabled to view it.
