IPO Branding

“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

The Importance of Brand

As a savvy and successful company on AIM, you’ll 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 it’s 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.

Your brand defines many aspects of your business including:

  • your company personality
  • the depth of history
  • your company values and;
  • it’s aspirations.

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:

  • an existing company coming to market
  • a completely new company floting on AIM
  • or a company taking over an AIM shell.

In each an every scenario your brand will need to be looked at, carefully.

Your 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 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 brand is found in the quality of its customers and investors.

The creative and brand team at AIMListing have over 25 years in the creative industry. Our client base ranges from large multi-national banks through to private SMEs. We work closely with board and managerial teams, using tried and tested methods to review, evaluate and evolve your brand.

  • Brand Audit – examines your current branding and understands it’s structure and message
  • Brand Sentiment – we research what your brand ‘means’ to customers and potential investors gaining insight allowing for informed brand structuring
  • Brand Targets – define what you need your brand to do for your AIM company
  • New Brand or Brand Re-fresh – we either create a new Brand or give your current one a ‘make-over’
  • Brand Change – work with you to ensure both your team, customers and investors understand the changes in you brand.
  • Brand Guardians – we work with you to establish brand guidelines, protecting your brand integrity, building confidence for your team and equally importantly your investors and customers.

Whether you are considering an AIM IPO or you are an established AIM company wanting to revitalise your existing brand it starts with a short informal chat to understand your business and firm up your needs. 

Whatever the branding challenge you are facing, simple or complex, get in touch with us on +44 (0) 20 3968 6888 and we’ll can arrange a chat or meeting with our creative & brand strategy team. Alternatively drop us a note below and one of our team will contact you. We look forward to becoming part of your AIM journey.