Brand for investment

Goodwill in business is an intangible asset, accounting for anything that can’t be identified, bought, or sold on its own. It represents the segment of the purchase price that surpasses the combined net fair value of all acquired assets and assumed liabilities during the acquisition, and is typically built over time. Here, we’re talking about things like brand reputation, customer loyalty, and employee relationships.

Because it signals strong future earnings and positive growth potential. A high goodwill value tells investors a business has something special: a competitive edge that could drive above-average returns, making it an attractive (and somewhat safer) bet. For example, if two companies have similar financials but one has a stronger brand – especially one backed by valuable intellectual property – it’s far more likely to attract a premium valuation. That’s because brand strength builds trust, drives demand, and creates protected market advantages that are harder to replicate.

Without a doubt. For startups, it helps nail down what they stand for and attract those crucial early investors, even when resources are tight. As businesses grow, strong branding sharpens their identity and boosts sales. For mature scaleups, it brings acquisitions together and makes the whole portfolio more valuable. And when it’s time to exit, a solid brand can push up valuations and draw in better buyers. Whichever stage our clients are in, we adapt our ThinkBig process to make brand-led growth inevitable.

We’ve worked extensively with portfolio companies and buy-and-build groups, so we understand the unique challenges and opportunities this brings. It’s about crafting a brand strategy that supports each individual business while aligning with the wider group’s goals. When done right, strong, consistent branding helps unify acquisitions, amplify value across the portfolio, and make the entire group more attractive to investors. So, it’s important to work with a genuine specialist to help bring these benefits to the fore.

Put simply, a strong brand shows investors your business has real staying power. It signals you’re set for higher future profits, stand out from the competition, and have loyal customers who stick around. And while brand is technically intangible, there are plenty of tangible assets that bring it to life, including elements like trademarks, domains, and brand guidelines, to name a few. These not only protect your brand, but also boost its perceived value. So, it's in a business' best interest to package it up in the most compelling way possible. You want to make it irresistible to investors – a safe bet they can't look past.

Individual brand assets – such as trademarks, domains, logos, brand guidelines, and asset management systems – can all be made tangible and boost value on paper. But they only really matter when they work together as a strategic whole. A standout logo or protected trademark isn’t enough if the brand story, values, positioning, and customer experience don’t hold up. Therefore, true brand value lies in consistency, clarity, and cohesion across every touchpoint – something investors can see, trust, and buy into.

Because we build brands that make things happen – helping you prove your concept, raise funding, and unlock serious growth. Whether you’re a startup chasing early traction or a scaleup ready to go bigger, we know what it takes to stand out and build real, lasting value. We’ve worked with founders, investors, and portfolio brands across a range of sectors, so we understand the unique challenges at every stage. And as a fully integrated agency, we don’t just stop at branding. From websites to PR, content to search, we’re the only partner you need to grow across every corner of your business.

No, we work with both founders and investors. We help founders build strong brands to attract funding and grow, and we partner with investors to maximise value and returns across their portfolios.