How to Create a Compelling Capability Statement for Your Business

business statement

In today’s competitive business landscape, it is essential to not only have a strong brand but also effectively communicate your brand’s value to potential clients. One of the most important tools for doing this is a well-crafted capability statement. A capability statement acts as a powerful marketing document that highlights your business’s unique strengths, skills, and expertise to differentiate you from the competition and showcase the value you bring to the table. In this blog post, we will delve into the critical elements of crafting a persuasive capability statement using strategic brand design and planning, allowing you to win clients with confidence.

A capability statement is an essential and often mandatory document for organisations when applying for government projects, contracts, or procurement opportunities. Furthermore, it serves as an invaluable resource in building trust and credibility with potential clients, partners, and investors across diverse industries. According to PR Newswire, businesses with clearly defined brands can experience as much as a 33% increase in revenue growth compared to those without a cohesive brand strategy.

Crafting a compelling capability statement begins with a clear understanding of your brand’s core values, mission, and value proposition. This includes narrowing down your target audience, defining your brand’s unique selling points, and aligning your business capabilities with your customers’ needs and expectations.

Moreover, the most effective capability statements exhibit a professional and consistent visual identity that reflects your brand personality and engages your target audience. According to a study by Stanford Persuasive Technology Lab, 46.1% of participants assess the credibility of a brand based on its visual appeal and overall web design.

Join us as we dive into the world of capability statements and learn how to create a document that truly sets your business apart from the competition. Whether you are a small business owner looking to enter the world of government contracting or an established firm aiming to strengthen your brand presence, this insightful guide is tailor-made for you.

Defining and Presenting Your Company’s Unique Selling Points

Your capability statement has a crucial role – to showcase your business’s strengths and distinguish it from the competition. Therefore, presenting your unique selling points (USPs) effectively is paramount. These are the distinctive features that set your business apart and make it more appealing to potential clients.

To define your USPs, conduct an internal and external analysis by understanding your company’s strengths and familiarising yourself with potential clients’ needs. By aligning these two factors, you can convert your strengths into client benefits and showcase them as your unique selling points. For example, if your business excels in innovative product design, emphasise the direct impact it has on improving customer satisfaction and retention rates.

Once you’ve identified your USPs, incorporate them compellingly into your capability statement. Allocate a dedicated section to outline how your niche expertise solves your clients’ challenges or enhances their businesses.

Showcasing Your Core Competencies and Capabilities

Your core competencies and capabilities define what your business does best and demonstrate your expertise in the industry. When crafting your capability statement, think of core competencies as your main services or products and capabilities as the skills, resources, and methodologies that facilitate the delivery of these services or products.

To showcase them effectively, start by listing your business’s primary services or products, followed by details on the expertise or technology that enables these offerings. Make sure to be concise, and highlight the value your business adds, for example, by ensuring the on-time delivery of projects or providing cutting-edge solutions that drive tangible results.

Providing clear and quantifiable examples of your offerings can enhance your credibility. For instance, if your creative agency has delivered over 50 successful rebranding projects with an average increase in revenue of 22%, make sure to include those numbers to substantiate your claims.

Demonstrating Your Past Performance and Industry Experience

In this section of your capability statement, demonstrate your track record of success by sharing your past projects and accomplishments. Detail how your expertise has led to tangible results and provided value to past clients. Consider including specific case studies or project examples to give a comprehensive understanding of your capabilities.

Moreover, showcasing your industry experience can establish trust with potential clients and partners. Mention any certifications, awards, or industry recognitions that highlight your commitment to excellence and showcase your business as a leader in the field. You can also establish credibility by including testimonials and reviews from satisfied customers or reputable industry partners.

Customising Your Capability Statement for Each Client and Opportunity

While having a generic capability statement might work for some situations, to improve your chances of success, tailor your document for each specific client and opportunity. Do thorough research on context and requirements to assess how your competencies and capabilities align with the project’s goals.

Incorporating this understanding into your capability statement demonstrates that you’ve considered the client’s unique needs and have tailored your approach. Highlight any relevant experience in similar projects or industries and explain how your business can offer customised solutions that address the client’s objectives effectively.

Adjusting your language and tone to resonate with the client’s vision can also be beneficial. For instance, if your target client emphasises sustainability as a core value, showcase your environmentally-friendly practices or projects that reflect that commitment.


Crafting a compelling capability statement is paramount in showcasing your business’s unique strengths, skills, and expertise. By defining and presenting your unique selling points, showcasing core competencies and capabilities, demonstrating past performance and industry experience, and customising your statement for each client, you position your business for success in the competitive market.

Remember that, to remain effective, a capability statement should be an evolving document – one that grows with your business, reflecting new achievements or changes in your offerings. As long as you maintain your capability statement’s clarity, relevancy, and effectiveness, you can win clients with confidence and see your business thrive.

Emedia Creative is a distinguished creative agency assisting businesses in achieving their sales targets through graphic design, marketing, and automation. Work with us today and get all your creative needs met!

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About Joe Accurso – Director
Driven by creativity and numbers, Joe has a unique ability to provide creative solutions that achieve real
sales growth.

Partnering with business owners for the last 28 years, Joe has been on a quest to test and measure. He applies constant and never-ending
improvement by harnessing the digital transparency that data attribution now provides to achieve results.

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