The Role of Brand in Creating Award-Winning Tenders

In the fiercely competitive world of tenders, standing out from the crowd requires more than just a strong proposal; it demands a robust strategy, a compelling idea and impeccable design.

You must tell a better story than the competition because coming second is expensive.

However, the task of putting them together is far from simple.

We’ve produced many winning tenders, both for ourselves and our clients. One thing that makes these tenders stand apart is the use of branding and design. Have a look at the winning tender we created for Ghella Abergeldie.

Over the next four weeks, we’ll share with you how we go about the process and explain the critical roles of brand and design in producing a winning tender document.

We’re using our 4D branding process of Discovery, Definition, Design and Delivery as a framework.

Click to learn about our 4D Process.

The first step in this journey is the Discovery phase, which involves an assessment of your brand to ensure your identity is not only ‘up to par’ but resonates deeply with the tender evaluators. And in some circumstances, a separate tender brand may be required.

Stage 1 - Discovery

Assessing your brand and reputation in the market is crucial before entering any tender process. What can be done to strengthen your bid? Is it up to the Marque?

Brand and Design.

• What is the state of your brand strategy and visual identity?

• Is your brand identity distinct and memorable? Are you maximising it?

• Does your brand reflect the values and mission of the buyer?

• How does your brand narrative connect with the story you want to tell through the tender?

Thoughts: If you are vulnerable in any of these areas, it’s better to act sooner rather than later. And issues can be addressed when developing a brand strategy for the tender, and a well-put-together, design-led tender can ‘mask’ shortcomings.

Market Profile, Position, and Reputation.

Your market profile and reputation significantly impact your chances of winning a tender. Understanding your position in relation to competitors is vital. Conducting a market analysis helps in understanding:

• What is your current market profile and reputation?

• How well-known are you and your brand to the tenderer? Have you been engaging with them?

• Who are your main competitors, and what are their strengths?

• How do your brand’s strengths and unique selling points compare?

• In what areas can your brand differentiate itself to stand out in the tender process?

Thoughts: Positioning and competitiveness is not only to do with experience and capability, but also about the softer non-price attributes, including relationships, tikanga Māori and community involvement.

When examining positioning and competitiveness, nothing should be taken for granted. There is a place for robust conversation, and having an external perspective can also be valuable.

Pre-Tender Engagement: Credibility and Relationship Building

Building credibility and engaging with the tenderer before the formal tender sets the tone moving forward. Consider:

• Whether a credentials document is required to accompany the expression of interest or the tender submission

• What are the standard rules of engagement and opportunities to ask questions

• Past interactions and relationships with the tendering organisation and how they can be leveraged.

Thoughts: Building relationships with the tendering organisation can improve your chances of being invited to tender and strengthen your credibility with the evaluators.

Read this Business.govt.nz article: Tips to make your bid more successful - Understand the Buyer.

Summary.

The Discovery Phase is a critical step in the tender process. A thorough assessment of your brand strategy and identity, understanding the competitive landscape, and strategic pre-tender engagement can provide a significant edge.  

We’re not suggesting that many organisations don’t ask some of these questions of themselves.

The difference is that we look at the issues through a brand lens. The information and insights we gather enable us to develop a strategy and compelling idea for the tender.

In our next blog post, we will take you through the Definition and Design Phase. We will cover:

• Brand positioning

• Your value proposition

• Personality

• Non-price attributes

• Role of tikanga Māori.

Interested in winning more tenders?

Ready to transform your tender submissions with a strategic brand approach? Contact Marque today to discover how our expertise in brand strategy and design can help you create compelling, award-winning tenders.

‍