Brand can matter just as much, if not more than function for many defense products…

Reputation over function is a common struggle rather it’s software, hardware, or any widget in the defense industry. With one primary customer reputation matters, and often shapes the interactions between military and industry. Better function and lower price don’t always drive the customer, especially in the face of brand preference and legacy utilization.

As much as the military beats the drum of vendor lock-in, they reliably return to that well all too often for their capabilities. New entrants into the defense industry have to struggle against their competitor’s entrenched architectures, and their own lack of brand awareness.

Be careful as a new entrant into the industry to shape your brand appropriately to your goals. Are you cheaper, better, or faster than the competitions? Generally you only get to pick two. But also take care to shape the narrative of your brand and products, as without enough differentiation, you’ll just be directly compared (maybe unfairly) against what others perceive as your competition.