When you put together a tender proposal to win, every aspect of the document needs to support your key messages. Some examples might be if you are selling quality the document has to display quality or if you are promoting innovation your document needs to look creative. So you have to ask yourself if your branding is helping you or hindering your chances of winning tenders.
What is a brand style?
Medium to large organisations usually have brand style guides in place to make sure that their brand is consistent across all material including logos, business cards, website, social media, email newsletters, print material, packaging and the office space. They are important in ensuring that your customers recognise your organisation and can identify your products.
Style guides also specify visual branding, for instance, the style and type of images used. It might specify sizes, level of contrast, subject matter, focus on people or objects.
A brand style guide specifies the visual elements of your brand and serves as a guide for how they should be used and even how they should NOT be used. The style guide also aims to make life easier for people in an organisation by having guidelines in place to make the design process faster and easier.
The problem with style guides in tendering
But all of this can be a problem in getting the right messages in your tender if they contradict your corporate style. It becomes a problem of “form over substance” where appearance is more important than usefulness.
In our experience writing tenders for companies that have strong brand guidelines can cause conflict because we want to brand the bid to sell the key benefits of our clients bid. Our advice is always to brand the bid as closely as you can to the brand strategy. Maintaining your brand image is not so important in tendering because the intended audience is not focussed on the brand but the benefits of the proposal.
Brand your bid to win
So our advice is always to brand you bid proposal to win not to comply with your brand style guide. Do not let the marketing people tell you that you have to follow the style guide if is contradicting or not supporting your bid strategy.