Rebranding Your Business for Future Investors & Customers
Taking your business from private to public is a big step that can have a major impact. Opening the door to additional investors means more opportunities to grow, find new customers, and make a greater impact through your work. However, the process can also be a big investment of resources for your team, which is why we are here to help.
Preparing your business to upgrade to NASDAQ or NYSE or go public is about more than just the financials, although that’s a crucial aspect of the process. One often-overlooked aspect of uplisting is branding and marketing. As a public company, the impetus to create a brand identity that is relevant, impactful, and future-proof is even more important. Depending on the nature of your business, it may be time to consider a rebrand.
What Does it Mean to Rebrand a Business?
Rebranding is the process of updating your company’s marketing strategy, including parts of the brand identity including the name, logo, design elements, personality, and message. Rebranding can help current customers see your business in a new light, while making you more appealing to new leads.
Rebranding can be helpful when confronting new challenges in your business, such as scaling products or services, creating new offerings, opening new locations, preparing for sale, or preparing for investors.
Why Your Company Should Consider a Rebrand for Investors:
Refresh your look to align with your goals
The first question to ask is, why are you uplisting your company in the first place? Many business owners choose to go public to increase their working capital and operations, others choose to cash out and exit the business. The process of going public also adds an extra layer of transparency to the brand, giving customers and clients an intimate look at their business operations. While you prepare to take your business to the next level, a rebrand can ensure your company feels revitalized and aligns with the long-term corporate vision. Simply put, a fresh look and feel can inspire you and your team and prospective investors.
Align your brand with your ideal new clients
As part of the uplisting process, you may wish to enhance your product offering or acquire a new type of clientele. Rebranding your company to reflect the new clientele you would like to reach can help. Use sleek, upscale branding to signal to potential clients that your products or services are worth the investment.
Help your brand stand out
`In a sea of competitors vying for the attention of investors, strong branding can help bring your company to the top of the list. A strong rebrand can make the difference between a company that feels stale and one that feels original. GGS can help with competitive research, identifying branding trends, and creating an identity that aligns most with your business and your needs. We can also upgrade your website with automation to ensure that your business is compliant with disclosures and SEC filing requirements for a customized investor website.
Ensure your brand position is clear across all channels
Perhaps your social media channels are highly conversational, but your website content feels stuffy and “corporate”. Your emails use an outdated logo that’s never been high enough priority to fix. Whether you realize it or not, your business could be sending out mixed messages that can harm your brand. This tends to happen as teams become siloed, or when working quickly to get things done. Whether your business is a large conglomerate or a small family-owned affair, it’s easier than you might think for misaligned messaging to occur.
Luckily, a strategic rebrand of your marketing channels can help ensure a streamlined approach to marketing so no matter where customers find you, they see the real you across all channels.
Modernize your business to make it more attractive
As times change – and they change fast these days – your company must change with them. Signaling to your audience that you are aware of and considering real-world happenings can actually help your brand feel more nimble and evergreen. However, failing to do so can cause damage to your brand identity and the way your company is perceived. Outdated-looking logos, buggy websites, and old-school advertising can turn away customers and investors who may wrongfully believe you are “behind the times” and therefore unable to meet their modern needs. Branding that feels fresh clues customers immediately that you are available to meet them where they’re at.
Attract more qualified leads
Every business has the goal to grow and bring in more leads. However, a poorly designed website, outdated content, or lackluster social media channels can disqualify you from your dream investors and clients alike. A strategic rebrand can help you get a clear view of your brand and business holistically, so you can prime your channels to target, attract, and close more qualified leads. When your branding speaks to the heart of your ideal customer, landing leads become second nature.
How to Rebrand Your Business
Rebranding is not a process to be taken lightly. It takes strategic, out-of-the-box thinking and an investment of time and money. Rebranding can carry risks, including losing brand recognition if not done in a thoughtful manner. So, what’s the best way to tackle it?
1. Audit your current brand identity.
Start by taking stock of your brand identity, key messaging, and your touchpoint channels. What is the personality of your brand? Is that what you want it to be?
2. Shift brand positioning.
Take a hard look at the values, mission, and vision you have set forth as a company. Do they still feel aligned with your future as you prepare to go public? Can you alter your positioning to better align with your goals?
3. Get insights from the professionals.
Consider hiring Green Group Studio to help take your rebrand to the next level. At GGS, we know that rebranding an established company can be a challenge. We’ve worked with numerous companies to create a fresh, aligned new design that prepared them to elevate their brand to the next level. We will work with your team to identify branding and positioning, bringing it to life with a unified web design, marketing materials, and technology. Contact us here or give us a call at 561-594-7336 to learn more about how we can help.
