It’s widely acknowledged in PE that the foundational requirement of risk mitigation is ingrained in every facet of the deal evaluation process. From market assessment and human capital to environmental impact studies and deal structuring, the minimization of risk defines and drives deal interest and ultimate decision making.
Furthermore, once a deal is finalized and a 180-day plan is rolled out, priorities such as installing a CFO or a new CEO, upgrading software and systems, and implementing lean initiatives are often at the top of the list.
However among these priorities in deal evaluation and operational implementation, the impact of smart, proactive brand management on value creation and ultimately the potential upside of a deal is often overlooked. Brand is seen purely through the prism of sales enablement benefits.
In MonogramGroup’s extensive experience working with portfolio companies, we’ve seen that brand impact transcends sales enablement or messaging to investors. What may be inadvertently downplayed is brand management’s importance in integration of add-ons, attracting new sellers to the platform, talent recruitment across the platform, and the creation of a tangible asset that can drive multiples up.
In other words, a thoughtful brand strategy and executional plan can serve as a strategic lever for both mitigating risks and unlocking value creation.
