Many new entrants to the policy ecosystem in DC assume that their first move should be advocating for their policy priorities, but they often either get lost in the noise or stepped over for other more well-branded organizations. An organization’s first step in DC should always be to build a brand or re-position their brand if there is risk associated with the organization.
Consumers of advocacy campaigns – policymakers, agency officials, and staff – face three common problems: (1) lack of time, (2) lack of resources, and (3) lack of visibility into new organizations (i.e. little to no opportunity for vetting). Because of these realities, they overly rely on organizations they know and trust – essentially, the organizations who have a brand.
The reason brand is so important, especially for new entrants, is because consumers of advocacy want to work with organizations they know and trust and they simply do not have the time to figure out whether organizations are a trusted resource.
Here are three easy ways to build a brand across the DC policy ecosystem:
1. Don’t Lead with an “Ask”: The natural instinct with any organization is to immediately make an “ask” of policymakers. Without a brand, that ask will get lost or ignored. Become the trusted brand first, then make the ask.
2. Deliver Expertise: Organizations with expertise that aligns with a policymaker’s priorities are a significant value-add. Providing policymakers with useful information or relevant data helps position any organization as a resource. This obviously does not happen overnight, but providing a consistent flow of useful information is helpful in developing a brand as a trusted resource. This requires having the discipline not to jump to an ask.
3. Continue the Dialogue: The biggest mistake made in DC is having one meeting and assuming the office will know you forever. It is important to maintain an ongoing dialogue to keep your organization present and, ultimately, strengthen your brand. Being occasionally present does not work in DC, so finding opportunities to connect is vital.
Comments