Of course, for a company to go public, the overall package of all key financial figures and past and expected future business development must add up. When an IPO is announced, the capital market is the centrepiece of communication (using what is known as an equity story). Months of preparation usually pass before then. Make the most of this opportunity and create the proper buzz!
Often underestimated: story and brand development in the run-up to an IPO
Create a solid brand story in the pre-IPO phase – a solid brand story arouses investors’ interest and helps build your reputation. Pre-IPO communication is an intensive, long-term process requiring step-by-step work and strategic planning. This also includes a commitment to fulfill the promises and values associated with the corporate brand. The most critical communication rule here is thus ‘know your audience!’ Identify your target audience and tailor your choice of words, messages and stories to this audience.
Get a head start on communication for a long-term return on investment.
Pre-IPO communication starts with a professional and user-friendly website that reflects your company’s brand, mission, values and vision. Optimise your online content for search engines (SEO) to increase visibility. Develop a compelling brand story that resonates with your target audience. Create a memorable and distinctive brand logo, color scheme and overall visual identity.
Building a robust online presence: the power of social media in the pre-market phase
Using social media and creating exciting content can help engage your audience and build a loyal community. Building relationships with influencers and industry leaders is vital for attracting potential investors.
By creating engaging content, you can establish your brand as a thought leader in your industry, build trust with your audience and generate interest that will help you succeed in the long term.
Content: quality is more important than quantity
Align your messages with the values and mission of your company. They should also be entertaining, visually appealing and informative. Use different communication channels – such as videos, infographics, podcasts and blog posts – focusing on industry-related and thought leadership topics. Ensure your brand message is consistent across all communication channels. Highlight the key differentiators that set your brand apart from the competition.
Media relations: don’t wait until the official intention to float (ITF)
Develop a comprehensive PR strategy for positive media coverage at least nine to twelve months before the ITF. Build up a network of journalists and maintain these relationships. You should always be available for media inquiries. Being unreachable in the event of negative coverage is not an option. Proactively address any negative press or concerns. Be prepared, and you will not only reap positive press but also skilfully manage critical questions.
Your employees are your most important brand ambassadors. Promote a positive workplace culture with open communication in good time. This is also possible regardless of regulatory requirements as part of a planned IPO. Communicate your company’s mission and values to your employees.
Customers as brand ambassadors
Provide excellent customer service to build and strengthen positive relationships with your customers. Encourage your customers to provide testimonials and feedback. This emphasises the credibility of your company’s brand. Share these success stories on social media and via your marketing channels. This also increases credibility.
Social commitment: ‘Do good – and talk about it!’
Get involved in the communities and areas in which your company operates. Sponsor or participate in local events and initiatives. Demonstrate social responsibility through philanthropy and sustainable practices.
In summary, creating excitement and interest in your company before the IPO through targeted communications is crucial for long-term success.
The pre-IPO phase is crucial for companies to build their brand story, develop effective communication strategies and engage with their audience. By taking advantage of social media, creating engaging content and using public relations and marketing tactics, companies can reach a wider audience. Targeted relationship-building with influencers, journalists and industry leaders can also help to increase brand awareness and credibility. That way, given a good equity story and the fulfillment of all listing requirements, the conditions for a successful IPO should be good.