Why a Capability Statement instead of a Brochure

​Capability statements and brochures are important tools to influence your customers. Knowing the difference between them and when to use them requires understanding the differences between them.

A brochure is usually a promotional flyer or booklet that is generally distributed via mail, stands or during trade shows. The more eye-catching the more that invites bystanders to explore the contents of the brochure before they explore your company. It helps peek the curiosity to begin with and reel them in for a closer look at you capabilities and competitive advantages.

Capability statements differ from brochures in that it is not focusing on customers, but instead they introduce your company’s capabilities to agencies, contractors, or potential partners that you may need to team up with. A capability statement tells potential clients who you are, what you do, and how you are different from your competitors. It is also a critical tool in government contracting, no matter what size company you represent.

There are different takes on what information, which formats and what should be emphasized in a capability statement. For this discussion, we are presenting a model that is vastly used in the federal market that can serve as guidance.

Content:

Capability statements should be short (about 1 – 2 pages) and provide a hard-hitting synopsis about your company’s product and service offerings, key personnel and qualifications. Providing this vital information helps prospective clients make initial determinations or sound decisions about your company’s credentials and track record, and whether you have the capabilities to perform the contract requirements.

Presentation:

The capability statement should be well-designed to reinforce your brand and enhance recall and retention of your key message.

• Brief (only 1 or 2 pages), to the point, and specifically related to the potential client’s needs.
• Visually interesting with a graphic identity similar to your company’s brand and logo.
• Keep sentences short and succinct, and use bullet points to improve the readability of your document.
• Save as a PDF for cost-effective email distribution, and print extras in hard copy to hand out at trade shows or meetings.

Remember, in business – people rarely come to you. A well-presented capability statement is therefore one tool to get your feet in the door. 

A few more details can be found in this article.