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value in your brand

There is Value in Your Brand

Every year, Forbes releases a list of the world’s most valuable brands for the year. Included companies in this list are: Apple, Disney, Coca-Cola, and others. This list contains the most polished brands, the ones that consumers believe to be the best and have the greatest brand value. Yes, these are large companies but small and middle market companies can learn a lot from these.

First, take a look at the perception of these larger companies. Consider what you immediately think of when you read the company name or see the logo. Does your company have a positive perception in the marketplace? If the answer is no, you need to find a way to change that. Not only is perception a huge factor to your customers and potential customers, but also to businesses that look to make deals with yours and for people who may be interested in purchasing your business. Always remember the impact of your reputation in the marketplace. Are you respected in the community? Do you have great relationships with your client base? Do your clients trust you? Each of these factor into the overall value of your business.

The companies on Forbes’ list are creative and innovative in their respected marketplace. They found a way to differentiate their company from their competitors to stand out. This is another way to boost the value of your company. When buyers are looking for potential target companies for purchase, they are looking for that extra marketable piece that adds value to the transaction. For instance, let’s say a buyer owns a successful website building company and is looking to buy a social media company. Many social media consultants and companies boast the same basic services. However, if one excels at providing SEO services or CRM services – that particular company made itself more valuable then its competitors and is more appealing to buyers.

Are you are looking to exit your business but just now beginning to think about these things? You may have some work to do to create a polished business that will interest sellers. If you are a new business owner looking to retire in 10-20 years, now is the perfect time for you! You should be thinking about the overall value and focus on creating a business that is attractive to potential buyers from day one. It is never too early to start thinking about an exit plan – it will pay off in the long run.

Our team can help you prepare your business for a sale. Reach out for a no-cost consultation with our LBA Haynes Strand Capital Advisors team.

How Do I Value My Company?

There are two main ways for business owners to value their company. One is through a business valuation and the other is through a calculation engagement. In a business valuation engagement, the answer is expressed as a conclusion of value. While in a calculation engagement, the answer is expressed as calculated value. For this blog we will focus on the calculation engagement.

This service does not provide a full conclusion of value, but rather a reduced calculation of the value of a company. In addition, the calculation engagement does not provide the same level of assurance as a valuation. However, it is a viable and less costly option. However, there are certainly situations where a calculation engagement is beneficial and we will list those below.

As stated in the NACVA Professional Standards, “A Calculation Engagement occurs when the client and member agree to specific valuation approaches, methods, and the extent of selected procedures and results in a Calculated Value.” The resulting calculated value should not be used for any other purpose or by any other party for any purpose.

Situations Where a Calculation Engagement Is Beneficial
  • Buying out an internal partner
  • Buy or sell insurance needs
  • To fulfill bank needs
  • To get a rough estimate of the fair market value of your company, should you be in the process of deciding to sell
What Is Delivered

This service provides the client with a 15-30 page report on the things that are driving the value of the company. It can be used as a strategic way to look at your value today and make changes over a period of time in order to drive the value higher.

How you value your company is up to you. We recommend considering a Calculation Engagement by a Certified Valuation Analyst (CVA).  Contact the CVA professionals at LBA Haynes Strand for your no-cost consultation!