Government contractors, associations, and corporations need to distinguish themselves from their competition. Many prospects can’t tell the difference from all the companies out there. This is because upon first glance, it appears they all have the same capabilities. Oftentimes, when you offer the same services as your competitors, what sets you apart is a culture video.
Part of your marketing process should be to educate your prospects about your cultural differences. While they may be obvious to your employees and your customers, they are usually not readily apparent to your prospects.
Examples of how your culture sets you apart might be in how you perform your initial discovery or assessment phase, or how you deliver your product. It might also be in how you recruit, train, or retain your employees. It might even be how you interact with your customers.
Here is an example of a culture video that we did for Edgeworth Economics. This video shows their journey and growth over the last decade. It also serves as a compelling recruiting video to attract their desired talent.