10 point IPO guide

A 10 POINT GUIDE TO GETTING THE MOST OUT OF YOUR IPO

The IPO process presents a number of challenges and opportunities in respect of the corporate brand and it is one of the times, depending on the size of the organisation, that media coverage (serious broadsheet coverage at that) is pretty much guaranteed. However, many companies are just not exploiting this as an opportunity to build and develop their brand, by creating greater understanding and enhancing their overall brand value.

The following guide will help you to make the most of your IPO.

1. Brand proposition Businesses need to ensure that the brand proposition, values and core positioning with primary and secondary messaging are well defined, tested and validated/revalidated.

2. Active influencing The CMO needs to be able to actively influence the total IPO process and to specifically drive/review the brand fundamentals in-light of it. He, or the Corporate Communications Director, will also have to fight for a share of voice, for as far as most advisors are concerned ‘brand’ (certainly in the non-FMCG sectors) doesn’t have a priority or even the right to sit at the table during the IPO process.