Selling your business can be an arduous process, and there are many factors that need to be taken into consideration before you close on a deal. Your brand is one of the most important. Branding goes beyond just a name or a logo. Today, it has grown to encompass every interaction your business has with the market, as well as the lasting impression garnered from the interaction. If you’re not creating a brand experience (BX) that engages your target audience, it will be difficult to establish customer loyalty, grow your business, and position it as an attractive acquisition to potential investors.
Consider Your Branding
Strong branding positions a business as an authority in its market space. It starts with having a clear brand mission, knowing your purpose, and communicating it effectively to different audiences. Effective branding establishes a clear identity that’s different from the competition, it connects to audiences, and it provides an experience that drives people to act. Use your branding to provide potential investors with a clear idea of who you are, what you stand for, and how that’s relevant to society.
During our proprietary BrandStorm sessions, we work in tandem with your team to outline your brand’s goals and create strategies that achieve them. When you’re developing your brand, use our five points of brand development to position your brand for acquisition:
- Brand Mission: The passion that fuels your employees and gives your brand purpose. What are you doing to make a difference in your space?
- Brand Identity: Brand name, logo, slogan, and any other established part of how you define your brand.
- Brand Messaging/Positioning: The tone of voice and vocabulary you use to communicate with customers.
- Brand Architecture: Your business’s hierarchy of smaller brands, products, or services.
- Brand Experience (BX): Every interaction and engagement your employees, customers, and prospects have with your brand.
Create a Marketing & Sales Strategy That Targets Potential Suitors
A marketing and sales strategy should be cost-effective and generate leads for your business. However, getting your message in front of the right audience requires selective marketing. Our team works to identify the most effective channels for ensuring the right parties see your business. When it comes to selling your business, we recommend that brands go with a personal touch. Email marketing and targeted lists can help you cater your message to specific people based on professional roles, demographics, and behaviors, so you know your message is relevant to their needs.
Grow Your Database of Contacts
As a business, one of the most important assets you have is customer loyalty, and a relevant, robust database that’s effectively utilized can be one of the best ways to exploit that asset. Your database of contacts is an intellectual asset that can provide short term and long term value for whoever may buy your company in the form of repeat business or referrals for new clientele.
What Do Your Customers Value About Your Business?
Testimonials and customer referrals can help you highlight the value of your business to investors. Draft case studies that highlight successful business ventures/relationships. Show the strength of your customer loyalty and the potential for community growth. You should know how to champion your product or service, but you’ll gain more credibility with the support of a community that values what you offer.
What Does The Future Hold For Your Business?
Potential investors don’t just care about what you’ve built so far. A profitable business can be an attractive asset, but if it’s not going to be relevant in 5-10 years, the demand won’t be there to keep it afloat. When you’re trying to sell your business, planning for longevity and growth should be at the forefront of your strategy.
Make your brand more than just an asset. Define your brand. Tell your story. Display the value in the community you’ve fostered, and show why you’re different from the competition. Be a Brand Champion.
A brand audit should be part of any business exit planning process. Our branding specialists work to help business owners identify pain points in their branding and make recommendations that position your business for acquisition. If answering these questions was a struggle, contact us to schedule your complimentary consultation.