Roberto Goizueta, late CEO of Coca-Cola
“All our factories and facilities could burn down tomorrow but you’d hardly touch the value of the company; all of that actually lies in the goodwill of our brand franchise and the collective knowledge in the company.”
Roberto Goizueta, late CEO of Coca-Cola
An IPO is a defining moment for a business. It’s brings together everything the business has accomplished and starts a new journey, defining your future.
As a savvy and successful company you'll already know the importance of solid branding. When it comes to flotation on the AIM market this element of your business become all more important because, all of a sudden, you have put your business firmly 'in the public domain'. Investors in the AIM market will scrutinise your company and its brand sentiment will play an important part of this often overlooked 'diligence'.
Essentially the question will be asked, does the investor like you? Whilst rationalisation of your company performance in its trading figures, EBITDA and many other financial will be reviewed and cross checked, ultimately the decision to invest will be an emotional one, a connection.
However in the rush to get your brand fit for an IPO, readying you brand can end up focused on functional promises like ease and efficiency. Your brand may lack any strategic integrity or emotional connection, causing it to be short-lived. Without a connection to your company’s original truth and ambitions, the market may well end up telling its own version of your story, to your detriment.
The key is to avoid this by taking time, care and attention to your brand strategy ahead of your IPO. By creating a compelling narrative you will set your business up for success.
You need to set a clear direction for your brand that comes from within. If your employees and stakeholder understand your direction, so will investors. Recognise your heritage and stay true. Where you’ve come from matters and it defines where you see the business going. Perpetual 'bs' doesn't lead to growth.
Your brand defines many aspects of your business including:
Investors seek companies that have a story and that are established. They need to gain confidence in your company, only then will they consider whether or not to invest. Ensuring your brand is 'solid' plays a major part in this whether you are:
Post IPO, you'll become obsessed with share price and host of regulatory requirements. Be careful not to neglect your brand, this is where the opportunity to build brand equity lies. Use the metrics that tie to your business to drive ambition as they will help you assess how your brand is doing beyond the stock market.
Your Plc brand can take many forms and comprises of many parts. It is rarely simply a logo mark. An effective brand should be viewed as a collection of assets and items. It will include a mark, type style or font, imagery & graphic flourishes. Beyond this a good Plc brand will be reflected in it customer journeys and experiences, the tone of voice in which it communicates and conducts business.
Ultimately a really great Plc brand is found in the quality of its customers and investors.
We partner with leading Brand, Creative and IR firm, Westbrook Agency team who have over 25 years in the creative industry. Clients range from large multi-national banks through to private SMEs. They work closely with board and managerial teams, using tried and tested methods to review, evaluate and evolve your brand.
Whether you are considering an AIM IPO or you are an established AIM company wanting to revitalise your existing brand it starts with a brand analysis and learning session to understand your business and firm up your needs.
Whatever the branding challenge you are facing for your AIM company, simple or complex, get in touch with us on +44 (0) 20 3701 6666 and we will arrange a chat or meeting with our creative & brand strategy team at Westbrook Agency. We look forward to becoming part of your AIM IPO branding journey.
LSE AIM Flotation - More Information