Why Every Consultant Needs a Capability Statement That Reflects Their Brand
- AP Creative Solutions
- Jul 7
- 3 min read
If you're a consultant in today’s competitive marketplace—especially in government contracting or B2B professional services—you’ve probably heard about the importance of a capability statement. But what many consultants miss is this: it’s not just about what’s on the page—it’s about how well that page represents your brand.
A capability statement isn’t just a compliance document. When designed strategically, it becomes one of your most powerful sales tools.
Let’s explore what makes a capability statement effective—and why yours should reflect your brand just as much as your capabilities.
What Is a Capability Statement?
A capability statement is a one-page overview of your business's qualifications, past performance, services, and contact information. It's used by:
Government contractors bidding on federal, state, or local projects
Private-sector consultants pitching large clients or agencies
Small firms seeking partnerships, subcontracts, or new engagements
It’s often required—or at least expected—when submitting proposals or attending industry networking events like matchmaking expos or procurement fairs.
Why It’s More Than a Checklist
Many consultants treat capability statements like a formality: “Just get the basics on a one-pager and we’re good.”
But here's the truth: decision-makers scan dozens (if not hundreds) of these every week. The ones that stand out are:
Clear and concise
Professionally branded
Visually engaging
Tailored to the audience or agency
Your capability statement is often the first impression someone gets of your business. Make it count.
What to Include in a Capability Statement
The basic structure typically includes:
Company Overview: A brief description of who you are, your mission, and what makes you different.
Core Competencies: A bullet list of your primary services or areas of expertise.
Differentiators: What sets you apart from competitors? (Experience, process, certifications, etc.)
Past Performance: A list of clients, contracts, or success stories—especially if relevant to the reader.
Company Data: NAICS codes, DUNS number, UEI, CAGE code, certifications (e.g., SDVOSB, WOSB, 8(a)), business structure, and size.
Contact Information: Name, title, phone, email, website, and physical location if applicable.
Optional but helpful additions:
Client logos (if allowed - note that several government agencies will not allow the use of their logos on your material. Your marketing partner should know to check copywright and trademark specifications.)
QR code linking to a digital portfolio or LinkedIn
Branding Your Capability Statement: Why It Matters
This is where most consultants fall short. Your capability statement shouldn’t look like a template from the internet.
Here’s why branding matters:
It increases trust and credibility.
It reinforces your visual identity across all touchpoints.
It shows you understand how to present yourself professionally.
It helps decision-makers remember you in a sea of generic PDFs.
✅ Real-world example: A small govcon firm rebranded their capability statement with colors, fonts, and formatting aligned to their website and proposal decks. They were told in a follow-up call that the materials “stood out and looked professional.”
What Strong Branding Looks Like in a Capability Statement
Use your brand color palette strategically: headers, icons, and dividers.
Include your logo and make sure it’s sized properly.
Use a modern, readable font.
Incorporate subtle design elements like lines, shapes, or branded icons.
Keep plenty of white space for readability and professionalism.
Avoid:
Cluttered layouts
Overuse of stock images
Clip art or default Word formatting
Cramming everything into one block of text
When and Where to Use Your Capability Statement
Think of it as your consulting resume—you’ll use it more often than you think:
At matchmaking events or small business expos
As a leave-behind after meetings or pitch sessions
Attached to RFP or RFQ submissions
In cold outreach emails or intro calls
On your website as a downloadable PDF
Pair it with a branded email signature, LinkedIn profile, or presentation deck to deliver a consistent experience across all channels. And make sure your printed product reflects the same high quality of your design. More about that in our blog on the importance of high quality print material.
Design + Strategy = Results
At AP Creative Solutions, we don’t just format documents—we design capability statements that sell. Our creative process is grounded in understanding your target audience, aligning with your brand, and using design strategically to communicate your value.
Whether you’re a solo consultant just entering the govcon space or a seasoned expert looking to refine your outreach materials, we’ll help you craft a capability statement that feels less like paperwork—and more like marketing that works.
Ready to Upgrade Your Capability Statement?
We offer branded design packages, editable templates, and strategic consultation to help consultants like you get results.
👉 Schedule a free consultation and we’ll show you how to stand out with clarity and credibility.
