FINANCIAL COMMUNICATIONS:
THE FRB VALUE ADDED STORY
BRINGING SHAREHOLDER FOCUS TO COMMUNICATIONS
MAXIMIZING EQUITY AND
BRAND VALUE
REDUCING COST OF CAPITAL
Treat Your Investment Opportunity as a Brand
You routinely brand your products or services. Are you doing the same with your company?
What do investors think when they see your company's name? How active are you in shaping their impressions and experiences?
It's a fact: when you have a premium brand, people will pay more for your products and services, and investors will pay a higher multiple on your future earnings. It's also true that brands are hard to sustain. For example, when you purchase assets that don't support your brand, investors are understandably concerned. And when you try to extend your brand to unrelated areas, investors will see this as diluting your focus. Although companies take both of these actions to promote growth, the result may be a negative impact on future returns, which could prompt certain investors to sell. Experience often proves they were right.
You can only create – and capitalize on – brand equity when investors clearly understand your brand and how it supports your growth.
Creating a unique positioning for your company is easier said than done. The old adage holds true: it's not what you sell but what the customers are buying. We start tackling this issue by finding out how investors currently define your brand, most often through a perception study. Then we suggest a sound review of all your communications, which determines the types of brand messages you are sending – and how well they are being received. The ultimate move is to incorporate brand thinking into your business decisions. How are your investments in people, R&D and assets supporting your brand – and if they aren't, how should you alter them?
Financial Relations Board has more than 40 years of experience helping companies integrate clear brand messages into their financial communications. Our clients benefit by attracting the right mix of long-term shareholders and, ultimately, a valuation that more accurately reflects their brand's future.
Your brand must be more than a slogan or tagline. Contact us to learn how you can define and leverage it.
You routinely brand your products or services. Are you doing the same with your company?
What do investors think when they see your company's name? How active are you in shaping their impressions and experiences?
It's a fact: when you have a premium brand, people will pay more for your products and services, and investors will pay a higher multiple on your future earnings. It's also true that brands are hard to sustain. For example, when you purchase assets that don't support your brand, investors are understandably concerned. And when you try to extend your brand to unrelated areas, investors will see this as diluting your focus. Although companies take both of these actions to promote growth, the result may be a negative impact on future returns, which could prompt certain investors to sell. Experience often proves they were right.
You can only create – and capitalize on – brand equity when investors clearly understand your brand and how it supports your growth.
Creating a unique positioning for your company is easier said than done. The old adage holds true: it's not what you sell but what the customers are buying. We start tackling this issue by finding out how investors currently define your brand, most often through a perception study. Then we suggest a sound review of all your communications, which determines the types of brand messages you are sending – and how well they are being received. The ultimate move is to incorporate brand thinking into your business decisions. How are your investments in people, R&D and assets supporting your brand – and if they aren't, how should you alter them?
Financial Relations Board has more than 40 years of experience helping companies integrate clear brand messages into their financial communications. Our clients benefit by attracting the right mix of long-term shareholders and, ultimately, a valuation that more accurately reflects their brand's future.
Your brand must be more than a slogan or tagline. Contact us to learn how you can define and leverage it.
