By Anastasiya Golovatenko, PR Director, Sherpa Communications


In the competitive business environment, capturing investor interest extends beyond promising growth potential. When evaluating a company for potential investment, investors traditionally assess the business concept, traction, team capabilities, business acumen, scalability, as well as market presence and brand credibility. The latter factor can be tricky for many businesses; while founders prioritize business development, they often forget to take care of their company’s public image. However, did you know that building strong awareness around your business can expedite its growth by twofold? Today, an influential public presence has also become a strategic asset, enhancing brand credibility and fostering investor confidence.

Power of perception

Investors are careful evaluators, weighing not only financial metrics but also the perception of a company’s reputation and market presence. A strong public image is equal to a gold-standard endorsement that can substantially impact investor decision. According to a KPMG survey, 74 percent of CEOs agree that their organization is placing greater importance on trust, values and culture in order to sustain their long-term future.

Thought leadership as a driver

Positioning senior executives as industry thought leaders significantly enhances brand credibility. By sharing insights, analyses, and forward-looking perspectives in the formats like op-eds, expert comments, or interviews, companies can showcase their expertise. A study by LinkedIn and IPSOS reveals that globally, roughly 6 in 10 B2B marketing leaders say their C-suite has increased the importance of brand building given economic conditions. Additionally, B2B marketing leaders are reporting increased spending on growing brand awareness.

Trust factor

In the age of information, investors seek transparency as proof of trustworthy businesses. In markets like the UAE, where businesses can open and close within a span of 1-2 years, it’s crucial for companies to demonstrate their stability and vision. Public-facing initiatives such as regular updates, appearances at industry events, and even consistent social media posts foster trust. A report by PwC indicates that 73% of investors assert that a company’s reputation for transparency influences their investment decisions.

Social media’s effect

You might be one of those entrepreneurs who enjoys running a business without the hustle of posting on social media. However, the digital era has given companies an unprecedented opportunity to communicate directly with stakeholders through social platforms, and this is where everyone has to be present. By engaging in meaningful discussions, leaving comments, and sharing company milestones, organizations can cultivate a loyal online community. These elements are crucial for investor evaluations as they assess not only the founders of the company but also the entire organization, gauging its footprint and influence in the market.

Visibility is king

Your public relations activities might be your secret weapon of which you’re unaware. By amplifying everything you do in the public space, you can grow your business three times faster than without any publicity. It all boils down to robust brand awareness, executive recognition in the market, and other crucial factors for investors. Unsurprisingly, a study by McKinsey & Company suggests that strong media relations can increase the likelihood of a company being considered for investment by over 60%.

Showcasing success stories

Lastly, take pride in your achievements to date. You might be surprised that these accomplishments are worth discussing and could capture interest. Publicizing success stories, whether they are product launches, case studies/project highlights, or CSR initiatives, not only showcases achievements but also resonates with investors and potential clients seeking proven track records and expertise.

In today’s world, crafting a strong public presence has evolved from an optional approach to an essential strategy for businesses aiming to succeed. It’s particularly vital for brands seeking investor interest. In an era where perception frames reality, business owners must allocate time and resources to build a powerful public presence. This strategic move has profound implications for business success.