How to Build Brand Authority in the IC | Branding the Beltway EP.16 (w/ Kelly Lokshin)

In the latest episode of Branding the Beltway, Stacey Piper sits down with Kelly Lokshin, Director of Marketing at Rhombus Power, to explore what it takes to build brand authority in one of the most challenging markets for marketers: the Intelligence Community. Drawing on her experience at the Department of Justice and Defense Intelligence Agency before moving into private-sector marketing, Kelly shares how companies can build credibility and awareness without compromising classified information—or waiting for sales conversations to do all the work. For GovCon executives and marketers, the conversation offers a practical playbook for marketing in sensitive national security environments. From turning classified work into compelling problem-solution-impact stories, to using public demonstrations, thought leadership, social media and industry events, Kelly emphasizes that marketers don't need a clearance to be effective—but they do need mission understanding, strong cross-functional relationships and a clear understanding of disclosure boundaries. And in a relatively small, relationship-driven market, success isn't always measured in clicks or likes; reach, credibility and the moments when customers reference your content can be far more meaningful indicators of marketing’s impact. Key Takeaways Build authority is won before BD engages. Marketing creates awareness, context and credibility before the sales conversation even starts. Tell the story without revealing the secret. Turn classified work into compelling, outcome-focused stories without sensitive details. Alight marketing with the mission. Marketers need a seat at the table with program and BD staff for mission understanding and context. Measure quality over quantity. Evaluate success by looking at reach, influence and customer recognition. Repurpose relentlessly. Consistently share proven stories across channels to build familiarity, credibility and authority. Want to hear how leading GovCon marketers are building brands in complex, high-stakes markets? Listen or watch the full Branding the Beltway episode with Stacey Piper and Kelly Lokshin wherever you stream podcasts—including Podbean, YouTube, Spotify and Apple Podcasts. To connect with Kelly, follow her on LinkedIn:   / kellyamorris   Learn more about Rhombus Power by visiting their webpage: https://rhombuspower.com/ Get in touch with host Stacey:   / staceypiper   Visit Piper Strategies: https://piperstrategies.com/