Brand financial reporting

Branding for Investor Communication  December 9, 2015 – 12:46 am
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As most IR professionals know, branding is much more than a logo. Where investors are concerned, branding is essentially the way a stakeholder would describe your company to a potential investor. Brands can be influenced by actions and performance, and reinforced with consistent messaging.

Brand messaging should outline the driving force of the company, its basic values and goals. The aim of an investor brand is to put day-to-day information into context and help emphasize the big picture. This can sometimes make a difference in shareholder retention, especially in regards to retail investors.

In some cases, the brand messaging for investors and consumers may be one and the same. In other cases, there may be two separate but complementary messages, designed for different audiences. In consumer products, companies often see a need to develop unique messaging geared specifically toward investors. The consumer brand might focus on product quality, while the investor brand focuses on market growth or acquisitions. On the other hand, in a B2B context it may be appropriate to use similar brand messaging both clients and investors.

One exercise that can be helpful in determining how to focus your brand strategy for different audiences is to create a message map.

Source: Accelerize Financial

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