From narrative to numbers: How brand drives enterprise value

Hey there,

We recently wrapped up a project with a global BPM company that had incredible tech and wild outcomes. But they had no idea how to tell that story.

Their teams were relying on feature lists and complex language to try to explain the tough stuff they did. Unsurprisingly, they were losing out to competitors with weaker creds but a sharper message.

So we got to work and in just four months, after they launched their brand refresh, they:

• Doubled their stock price

• Boosted their average deal size by 60%

• Snagged 40 new enterprise clients

• Fueled a 21% year-over-year growth (for a company nearing $1B, that's massive)

• Doubled their growth compared to the previous year!

The big question is HOW, right?

Well, it wasn't about making the brand prettier (though that was nice!) or making a signal change for change's sake. We never even touched the logo. This was about telling the true, measurable story of the brand’s value to their clients in a way that resonated deeply with the right decision-makers.

We took the hard-to-explain and made it hard-to-resist.

Branding goes deep. So do we. We’ve got a step-by-step guide to measuring brand’s impact on market value that you can leverage for your business. Here’s exactly what how we applied it for this company:

• Deep Dive: Our tested playbook includes deep competitive research, analysis and white space targeting, key CEO and executive work sessions, all to get to and test hypotheses quickly.

• Strategic Pivot: We spotted a gap in the market. Customers were begging for something different, something simple: proven, measurable results. We dropped the tech jargon because customers weren’t buying it. They were buying confidence in performance from a team they actually wanted to work with.

• Visual Glow-Up: Bye-bye dated colors, hello modern vibes! We modernized imagery from studio stock to emotional candids and nixed the '90s technology graphics for real-world scenarios

• Say it. Say it again. Say it until you’re sick of it. Then say it again: We cut the fluff and zeroed in on outcomes, making the message crystal clear: outcomes, outcomes, outcomes. And told the team, “When you’re sick of talking about outcomes, that’s when it’s working. Keep going.”

You know your brand isn’t just a logo. But the rest of the exec team often doesn’t totally understand the measurable value of brand. Until you start speaking their language: business outcomes. Check out the Brand x Finance Translation Framework we shared last month for more on translating long-game brand investments into language your CFO can say yes to.

They need help seeing how the story that connects you to your customers and drives their decisions will drive money for your business. Real dollars. Measurable cash. For some brands, more than HALF of their business value is in their brand.

This is key to getting the rest of your leadership to understand that brand isn’t about "looking better."

It’s about unlocking their true value and turning the brand into a revenue-generating machine instead of a bottomless investment.

Lauryn