How we build brands that are corporate assets
Sean Langdon, senior managing director of brand and design at Sodali & Co, explains how his company utilises certain values in branding to allow its clients to attract a new generation of investors.
Building a brand today is about far more than aesthetics or customer loyalty. For public companies or those preparing for an IPO, branding is directly tied to valuation. At Sodali & Co. Brand and Design, we’ve seen how a brand, strategically aligned with valuation goals – whether supporting growth, preparing for acquisitions or positioning for divestiture – becomes a critical asset, helping to drive both perception and financial value.
Our approach starts by considering valuation as a key component of brand strategy. In the world of public companies, branding can’t afford to be a standalone effort focused solely on customer engagement or visual appeal. It must reflect the company’s financial strategy and communicate its value to the investment community and broader stakeholder groups. This requires rethinking branding not just as a creative pursuit but as a part of corporate and business strategy, designed to signal stability, potential and resilience to analysts, investors and other stakeholders.
In today’s markets, governance and sustainability are key elements in brand valuation. As investors increasingly consider environmental impact, governance practices and social responsibility, brands must embody these commitments transparently. A key advantage can be integrating the lens of governance and sustainability into the brand strategy. Investors want more than financial performance; they seek companies with a responsible footprint and sound governance. By embedding these values into branding, we help our clients attract a new generation of investors and meet the rising expectations for accountability, ultimately building brand value and market trust.
Take a company in growth mode, acquiring other businesses to expand its footprint. Each acquisition brings its own identity, values and brand heritage, and it’s our job to unite these under a cohesive brand that assures investors of the company’s strength and direction. Instead of diving straight into our creative process, we consider how the new brand story and architecture will resonate with the market. Investors look for signs of unity and purpose, particularly during times of rapid expansion, and we position the brand to reflect that narrative – aligning design with the client’s growth story and supporting valuation goals.
When a company needs to divest, the branding challenge shifts. Divestitures often require a realignment that not only retains customer trust but reassures investors that the company is on a clear, strategic path. For these clients, we shape brand strategy with a focus on protecting reputation and communicating stability, ensuring that every branded touchpoint aligns with the narrative investors need to see. Through thoughtful positioning, the brand becomes an asset that guides perception during transition, helping to protect and even enhance valuation.
For companies preparing for an IPO, valuation-considered branding becomes even more critical. Every detail of the brand is scrutinised, and it must signal financial and strategic strength to a public audience. Branding at this stage isn’t simply about recognition; it’s about embodying the company’s strengths in a way that builds confidence in the market. A brand that withstands this scrutiny becomes a powerful asset, supporting not only customer engagement but investor trust.
At Sodali & Co, we design brands with valuation in mind, drawing on the full depth of our global expertise in strategic communications, governance and sustainability and shareholder services. We don’t simply create brands for recognition or loyalty; we build brands that are corporate assets, purposefully aligned with long-term valuation goals.
For companies navigating growth, restructuring or IPOs, this approach to branding makes all the difference. A brand grounded in valuation is a brand built for success – one that truly contributes to the company’s financial narrative and supports its goals in a dynamic market.
