If you think about all the brands which you encounter in any given day, it’s not surprising that we sometimes feel as if we are being bombarded with marketing material. A simple saunter to the supermarket can leave the average brain fuddled with images and slogans, with a host of companies all trying to sell something different to the average potential consumer.
The use of brand is a powerful concept – particularly in the field of tender writing. The bid manager and bid writer have the ability to influence the reception of their bid document before the evaluator even picks it up and leafs through it, simply by utilising some simple tricks and techniques to sway opinion in their favour. The savvy proposal writer understands that brand mirroring – the method of emulating the client’s colours, fonts and language – in a bid is an ideal way to optimise the bid writing process and gain an instant advantage when it comes to the document being evaluated.
The best proposal writer has a natural flair for picking up the customers’ brand and deploying it with ease. This involves having an aptitude for language which enables them to feature specific aspects of the client’s bid writing approach and corporate culture, and embedding it within their own copy. For example:
- How does the client refer to their employees? Are they staff? The team? Resource? Employees?
- Does the customer use Americanisms within their ITT or RFP?
- What specific words do they use for products, services and resources?
Getting to grips with linguistic preferences in the tender writing process supports the bid writer to incorporate the customer’s culture within the document. This supports the reader to absorb information and ensure that they feel familiar with the text, and comfortable with it.
A second great way to mirror brand in proposal writing is through the use of colour and imagery. The talented bid writer will work with document managers and graphic designers to emulate colour choices, corporate branding and style with a subtle but effective skill.
Capturing preferences in terms of font styles, sizes and layout also assist the recipient to read the bid with a sense of comfort, ensuring that nothing jars when they evaluate it.
On a subconscious level, an evaluator for a company will be more likely to mark bid writing more highly if it sits comfortably with them, and seems aligned to their own sense of purpose and objectives. Mirroring brand in proposal writing supports this process on a very basic but effective level.
Graphic Design FAQs
Why using colour can greatly enhance your bid.
If you have ever worked in a bid evaluation capacity, you’ll understand the appeal of a well-written and well-constructed proposal. Think back to a time when you have been faced with a choice of documents to pick up and evaluate. Let’s say that one is beautifully presented, with an outstanding cover sheet, perfectly bound and using eye-catching colours and a superb design. The other document is neat, with row upon row of grey text.
Bid writers who come to the tender writing task blind can feel overwhelmed initially, as they come to terms with all the background information needed to furnish them with a sound understanding of the proposition. The company they are working for needs to provide a great overview of the culture, products and services on offer before getting down to the serious stuff of scoping the offer, and this can be difficult in organisations which lack a general introduction to who they are, and what they do.Read More >>
If a picture speaks a thousand words, the use of images in bids can save a lot of time and effort for tender writers looking to express solutions succinctly. However, there is often confusion about exactly how to deploy graphics successfully within a tender document, and most tender writing shies away from exploiting the power of imagery to answer questions within an ITT or RFP compliantly.Read More >>
If you think about all the brands which you encounter in any given day, it’s not surprising that we sometimes feel as if we are being bombarded with marketing material. A simple saunter to the supermarket can leave the average brain fuddled with images and slogans, with a host of companies all trying to sell something different to the average potential consumer.Read More >>