How to Increase Your Market Value and Attract Investors

74% of the S&P 100 companies have rebranded within their first seven years of operation. Why is rebranding so important in business? Let’s walk through where you’re at. 

You started your business and bootstrapped your way through the first few years. You know you have a solid offer, and it’s time to scale your business, seek investment, or just take things to the next level.

When you started your business, you were overwhelmed with to-dos. You needed to get your product to market, so you did the basics regarding all things “brand”. You understood enough about your audience, did some work on your mission, vision and purpose, and hired a freelancer to create your logo. 

Here’s the thing, your business is not making the impact you know it can. It doesn’t look the part anymore, let alone feel it… You dare send anyone to your website, especially key stakeholders, and your team doesn’t feel aligned with the overall business message. Something is missing. A change is needed. 

Standing still is not an option. To get where you want to be, you have to adapt, evolve, and innovate to stay relevant and competitive. 

That’s where a rebrand can help. 

What is a rebrand? 

Rebranding your business is essentially about revisiting your brand DNA and considering whether it will support you to achieve your business objectives. A rebrand examines multiple aspects of your business, including your brand strategy, visual identity, website development, and marketing assets, and everything inbetween.

Rebranding is often the tool that helps take your business from where it is today, to where it needs to be tomorrow. So let’s get stuck in:

First, recognise when it’s time to rebrand.

We’ve already covered some of the reasons you may want to rebrand your business. You want to scale up, seek investment, or just take things to the next level… maybe it’s not any of these. Do any of the below resonate?

1. The market you’re in has evolved
2. You’ve outgrown your original identity
3. You’re repositioning yourself in the market
4. Your target audience has shifted
5. You want to differentiate yourself from competitors
6. You want to improve your brand image
7. You’re expanding and want to attract top talent
8. You’re preparing for a business exit

If you see your business in one of the above, it’s a sign that a rebrand may be on the cards for you.

Here’s an example of a successful rebrand

Figma

You may have heard of or even used Figma, the web-based design tool that allows users to create, share, and test designs for websites, mobile apps, and other digital products.

The Challenge

Figma's rebrand addressed a significant challenge: while Figma was already popular among designers, the platform's collaborative potential wasn't fully recognised by other key team members, such as developers, producers, and writers. Figma needed a rebrand to emphasise its ability to facilitate teamwork across all of these roles, not just among designers.

The Need for Rebrand

Figma's existing brand was well-regarded within design circles, but the broader message—that Figma's platform could bring together entire teams to collaborate on design in real time—was not being effectively communicated. This gap meant that many potential users outside of the design world weren't aware that they could or should be using Figma to contribute to the creative process.

The Solution

The team who worked on the rebrand crafted a new brand narrative centred around the idea that "Nothing Great Is Made Alone." This concept directly challenges the "Myth of the Lone Genius," the outdated belief that creative breakthroughs are the result of solitary effort rather than collaboration. The rebrand was designed to convey that Figma is a tool for everyone involved in the creative process, not just designers.

Why the Rebrand Was Important

The rebrand was crucial for Figma’s continued success because it broadened the platform's appeal beyond designers, inviting entire teams to collaborate on projects. This not only reinforced Figma’s identity as a leading tool for modern, collaborative design but also differentiated it from competitors by highlighting its inclusivity and accessibility for all creative professionals. By debunking the "Lone Genius" myth, the rebrand positioned Figma as the essential platform for team-based innovation, ensuring its growth and relevance in a competitive market.

What does a strategic rebrand involve?

Phase One | Research

Why Research is Crucial
Research forms the backbone of any successful brand strategy, and well, everything in business, let’s be honest. It gives us the insights that we need, to align our brand identity with our audiences needs, whilst taking into consideration the broader market landscape. 

When you don’t complete the research, your rebrand risks missing the mark. Your messaging can become disconnected, and you may not achieve the goals of the rebrand in the first place. 

Taking a research first approach, allows you to build a brand based on facts, rather than assumptions. Say hello to unbreakable foundations and goodbye to throwing spaghetti at the wall hoping it sticks… 

Key Research Considerations

• Audience Analysis: Conduct surveys, interviews, and focus groups to understand your current and potential customers - what they value, how they perceive your brand, and their pain points.
• Competitor Research: Perform a competitive analysis to identify gaps and opportunities, looking at competitor strengths, weaknesses, and positioning.
• Market Trends: Use market reports and data analytics to stay on top of emerging industry trends and consumer behaviour shifts.
• Data Collection: Gather both quantitative (surveys, metrics) and qualitative (interviews, customer feedback) insights to inform brand decisions.

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Phase Two | Brand Strategy

Why Strategy is Vital
Brand Strategy defines how you position yourself in the market, and how you communicate with your audience. It’s the foundation that aligns every aspect of your rebrand, with your business goals. 

A clear, well defined strategy helps you stand out, ensuring your rebrand resonates with customers and drives long-term growth. Without a strategic approach, your rebrand can feel scattered and ineffective. 

Key Considerations:

• Brand Positioning: Clearly define where your brand sits in the market and how it differentiates from competitors.
• Mission, Vision, and Values: Articulate your brand’s purpose (mission), where you’re headed (vision), and the principles guiding your business (values).
• Unique Selling Proposition (USP): Identify your unique benefits that set you apart from competitors, focusing on what matters most to your audience.
• Brand Messaging: Develop clear, consistent messaging that communicates your brand’s values and USP, ensuring it resonates with your target audience.

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Phase Three | Visual Identity

Why Visual Identity is Essential
Your visual identity is often what people think of first when they think of the word “brand”.

It’s the face of the rebrand, and is built off of a solid foundation (which is why it’s phase three rather than phase one).

Your visual identity looks at your logo, colour palette, typography and imagery, all of which play a crucial role in how your brand is perceived. It should reflect the essence of your brand in a simple and memorable way. 

A strong visual identity helps you connect your audience and overall, boost your market presence helping your brand stand out. 

Key Considerations:

• Consult your Brand Strategy: Use your brand strategy to inform the entire visual identity process. It’s crucial to keep looking back at the brand strategy to ensure your visuals match the strategic approach you want to take.
• Logo Design: Create a logo that is simple, memorable, and reflective of your brand’s core essence.
• Colour Palette: Choose colours that evoke the right emotions and align with your brand’s tone, ensuring consistency across platforms.
• Typography: Select fonts that reflect your brand’s character - whether authoritative, friendly, or innovative.
• Imagery: Use imagery that supports your brand’s values and tells your story visually.

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Phase Four | Website Redesign

Why Website Redesign is Key
Your website is often one of the first touchpoint a potential customer has with your business, making it a critical element of your rebrand 

 It needs to embody your new visual identity and offer a seamless user experience. 

A well-designed website can enhance your brand’s credibility, improve user engagement, and help convert visitors into customers. Poor design or outdated content can quickly detract from the impact of your rebrand.

Key Considerations:

• User Experience (UX): Ensure the website is easy to navigate, allowing users to find what they need with minimal effort.
• Design Consistency: Align your website design with your new brand identity, ensuring cohesive visuals and messaging.
• Content Update: Refresh your website content to reflect updated brand messaging, focusing on clarity and relevance.
• SEO & Mobile Optimisation: Optimise the website for search engines and ensure it’s mobile-friendly to maximise reach and visibility.

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Phase Five | Marketing Materials

Why Marketing Materials Matter
Marketing materials are where your rebrand comes to life across every customer interaction. They are essential in ensuring your new identity is consistently communicated across all channels. From business cards to social media profiles, your marketing materials must align with your new brand to reinforce your positioning and messaging. Inconsistent collateral can undermine the effectiveness of your rebrand.

Key Considerations:

• Print Materials: Update brochures, business cards, and packaging to reflect your new logo, colours, and messaging.
• Digital Assets: Refresh social media profiles, email templates, and online advertisements to align with your new brand identity.
• Consistency Across Channels: Ensure all marketing touchpoints, whether digital or physical, provide a unified experience for your audience.
• Content Marketing: Align your content (blogs, videos, ads) with your new brand voice and positioning to maintain trust and build engagement with your audience.

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Phase Six | Monitor, Measure, and Adjust

Why Monitoring and Measuring is Crucial
Rebranding doesn’t stop at launch. The true measure of your rebrand’s success begins when it’s introduced to the market.

Monitoring the performance of your new brand ensures it resonates with your audience and meets your business objectives. By tracking key metrics and gathering feedback, you can assess the effectiveness of your rebrand and make necessary adjustments to stay aligned with market demands and audience expectations.

Key Considerations:

• Brand Awareness: Track how well your new brand is recognised by your target audience using surveys, social media engagement, and feedback.
• Customer Perception: Regularly collect customer feedback to understand how they perceive your new brand and whether it aligns with your goals.
• Business Performance: Monitor essential business metrics such as sales, market share, and customer retention to evaluate the rebrand’s overall impact.
• Flexibility in Adjustments: Be prepared to refine your brand strategy or execution based on the data gathered, ensuring your brand evolves and thrives.

This phase reinforces the importance of continuously monitoring results and making informed, data-driven adjustments to sustain long-term success.

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Conclusion

When looking to increase your market value and attract investors, a rebrand is an incredible opportunity. 

By investing the time and resources into understanding your audience, defining your brand strategy, and ensuring your visual identity aligns with your goals, you can create a brand that resonates deeply with stakeholders and stands out in a crowded marketplace.

Remember, the journey of rebranding doesn't end with the launch. Continuous monitoring and adjustment are vital to keeping your brand relevant and effective. 

As you embrace change and innovation, you will position your business not just for growth but for sustained success in the long run. Whether you’re preparing for a new chapter in your business or simply looking to enhance your market value, a strategic rebrand will empower you to forge meaningful connections and inspire confidence in your brand’s future.