Establishing a clear brand story to maximise value

In a year where the distribution of equity finance has been lower due to various economic challenges, a number of quality businesses have still been able to raise significant sums of capital.

This report highlights some of the most resilient businesses in the North, and shines a spotlight on those that have been able to convince investors to back their longer-term growth plans. While we all know that a healthy financial forecast and a clear business strategy is paramount before embarking on a fundraising process a key part of getting deals over the line relies on good storytelling.

It’s important to understand how to capture the hearts and minds of the investors or advisers that you’re speaking to. They’re the ones who need to buy into the story before embarking on a growth journey with the business. It comes down to the founders or the chief executives being able to clearly articulate the brand’s purpose and go-to-market proposition in a meaningful way.

This is something that many of the leaders in this report have been able to get right. From speaking to Clare Roberts OBE at Kids Planet who talks passionately about making a difference to some of the youngest minds in our society, to Evergreen Life’s Stephen Critchlow who’s using tech to enhance the quality and speed of healthcare across the globe.

When businesses can effectively communicate their vision and core values, it goes a long way in terms of getting investment partners on board and ultimately maximising value at the point of transaction.

Liam Buckley
Director, MC2