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Top 5 Reasons Why Branding Raises Capital

The Financial Importance of a Strong Brand

At Knife and Fox, we deeply comprehend the power of branding and its potential to raise capital and accelerate business performance. Branding is not just about creating a striking logo or a catchy tagline, it's about establishing a distinctive identity, one that resonates with your target audience and sets you apart from the competition.

A study by the World Bank uncovered that companies with strong branding reported a significant 20% increase in their financial performance compared to businesses with weaker brands. This is because a compelling brand fosters trust and credibility in the marketplace, attracting investors and customers alike.

Mike Cessario, Founder of Liquid Death

Let's delve into the top five reasons why effective branding is instrumental in attracting investment and accelerating business growth, and evaluate some elite examples of major companies that have followed these specific avenues as they've become the giants we know today. Read along to learn how following one or multiple of these brand strategies can significantly change your company's financial trajectory.

Top 5 Reasons Why Branding Raises Capital

1. Credibility and Trust:

A strong brand builds credibility and trust among potential investors. It gives a sense of stability, demonstrating that the company is committed to its vision, values, and market position. This assurance of consistency attracts capital as investors tend to favor businesses with a reliable and trustworthy image.

Toyota's commitment to credibility and trust has been fundamental in shaping its distinguished market position. The automaker has consistently prioritized the production of reliable, long-lasting vehicles, effectively cultivating a reputation synonymous with dependability. This strategy has not only deepened customer loyalty but also translated into impressive sales figures and sustained growth. Toyota's approach is a testament to the power of credibility and trust in branding, demonstrating how a steadfast focus on these values can propel a brand to globally recognized status - and the second most valuable car company in the world.

From Toyota's Website

2. Distinctive Positioning:

Effective branding differentiates a company from its competitors. It highlights the unique selling points and value propositions that make the company stand out in a crowded marketplace. This distinctive positioning can be a decisive factor for investors when choosing between different investment opportunities.

Effective branding differentiates a company from its competitors.

Uber and Lyft, two titans in the rideshare industry, each boast a unique brand that allows them to thrive in a competitive market, despite offering similar services. Uber’s brand positions itself as sophisticated, versatile, and global, appealing to a wide range of users seeking reliable and professional transportation. Their tagline, “Get there,” embodies their commitment to getting their customers to their destinations efficiently and smoothly.

On the other hand, Lyft focuses on a more community-oriented approach, positioning itself as friendly, approachable, and socially conscious. Their tagline, "It matters how you get there," emphasizes their commitment to crafting enjoyable, positive experiences for riders. These distinct branding strategies create diversified positioning, catering to different customer preferences and drawing in varied investor interest.

3. Customer Loyalty:

Brands that successfully resonate with their target audience create a loyal customer base. This loyalty translates into predictable and recurring revenue, which is an attractive prospect for investors. High customer retention rates typically indicate a healthy, sustainable business model.

Apple's brand strategy is another striking example of successful branding. The tech giant, adored for its innovation, design aesthetics, and user-friendly interface, has cultivated a dedicated and loyal customer base. Its tagline, "Think Different," encapsulates its commitment to pioneering technology and challenging the status quo, and with brand loyalty at the forefront of their approach since inception, they are the world's largest company by market capitalization.

From Apple's Iconic 1984 SuperBowl Commercial for the Launch of the Macintosh

4. Market Recognition:

A well-known brand tends to attract more attention in the market. This increased visibility can lead to greater opportunities for partnerships, collaborations, and additional funding. Investors are more inclined to invest in businesses that are recognized and respected within their industry.

The success of Liquid Death underscores the powerful impact of a well-executed market recognition strategy

A standout example of a brand leveraging market recognition as a primary strategy is Liquid Death. This audacious water brand has created a stir in the market with its bold imagery and unconventional approach. By adopting a disruptive strategy that typically aligns more with energy drinks or alcoholic beverages, Liquid Death has positioned itself as a distinctive player in the water industry. Its tagline, "Murder Your Thirst," showcases a fearless attitude and instantly captures attention. This distinctive branding has resulted in significant market recognition, attracting both customers and investors alike. The success of Liquid Death underscores the powerful impact of a well-executed market recognition strategy, demonstrating how it can lead to enhanced visibility, growth opportunities, and strong investor interest.

5. Future Growth Potential:

Strong branding signals a company's potential for future growth. It shows that the company is able to adapt to changing market trends while maintaining its core values and identity. This adaptability and potential for scalability is highly attractive to investors, who are always on the lookout for businesses with significant growth potential.

82% of investors consider brand strength as a critical factor when deciding where to invest.

- Journal of Business Research

A sterling example of this strategy's effectiveness is Tesla, whose ambitious vision for sustainable energy and electric mobility has driven its stock skywards. This forward-looking brand strategy has not only showcased Tesla's innovation and adaptability, but has also significantly bolstered investor confidence, beyond what any conventional model could have projected. Tesla is a living example of the strength of a growth-oriented brand strategy.

Tesla's Unveiling of the Cybertruck, 2019.

In summary, by contributing to credibility, distinctiveness, customer loyalty, market recognition, and future growth potential, effective branding plays a pivotal role in attracting capital. Thus, investing in your brand isn't just about creating an appealing logo or catchy tagline—it's a strategic move that can significantly impact your business's financial health and future prospects. According to a study published in the Journal of Business Research, 82% of investors consider brand strength as a critical factor when deciding where to invest. A strong brand can assure investors of your business's potential, leading to increased capital inflow. Ask yourself, which of these 5 strategies has your company followed? Does that strategy align with your target audience?

Implementation: Putting the Pieces Together

Once you know how you want to approach your brand, how do you implement that change? Now we break down the crucial aspects of introducing or revamping a brand strategy effectively to a consumer audience. This process is about communicating the essence of your brand in a way that resonates with your audience, fostering stronger connections, driving engagement, and ultimately, leading to substantial growth.

Case Study: Old Spice

To drive this home, we'll evaluate Old Spice - a stellar example of a brand revamp that led to a significant company turnaround is Old Spice. Once perceived as outdated and losing relevance, Old Spice embarked on a complete brand overhaul in 2010. They launched the 'Smell Like a Man, Man' marketing campaign, injecting humor and absurdity into their brand image, which appealed to a younger, more diverse demographic. This move wasn't without risk, but the gamble paid off. In just a few months, Old Spice saw an increase in sales by 107% and cemented their position as America's leading male body wash brand. The wildly successful campaign not only revitalized the brand but also demonstrated the power of effective branding in driving business growth.

In 2010, Old Spice launched the 'Smell Like a Man, Man' campaign. In just a few months, Old Spice saw an increase in sales by 107%, cementing their position as America's leading male body wash brand.

When examining Old Spice's branding revamp, it's clear that they implemented several of the top techniques discussed above. The primary approach was creating Distinctive Positioning and Market Recognition to reinvent their brand image, shifting from an outdated perception to a brand full of humor, absurdity, and appeal towards a younger demographic. Their 'Smell Like a Man, Man' campaign was a vivid, memorable concept that stirred interest and engagement.

Implementation Strategy

Old Spice brought their innovative branding approach to life across all digital platforms, significantly transforming their web and social media presence. They revamped their website with a fresh, interactive design reflecting their new brand personality. Bold colors, dynamic visuals, and engaging content became the backbone of their online identity, encapsulating the brand's newfound irreverence and wit.

Old Spice Campaign, Featuring Terry Crews

On social media, Old Spice adopted a proactive and playful strategy. They rolled out a series of humorous, quirky videos on YouTube that quickly went viral, winning over a diverse demographic. Notably, their 'Responses' campaign featured the 'Old Spice Man' responding in real-time to fans' tweets and comments, taking engagement to an unprecedented level. The campaign generated millions of views and significantly boosted their social media following, further solidifying Old Spice's brand rejuvenation. Their innovative use of digital platforms underscored the value of aligning branding with web and social presence to create a unified, powerful, and resonant messaging.

Their innovative use of digital platforms underscored the value of aligning branding with web and social presence to create a unified, powerful, and resonant messaging.

The Old Spice case study exemplifies how a comprehensive and strategically implemented brand overhaul can propel a company's market recognition and value. The clever use of humor, absurdity, and digital interactivity transformed the brand's image, thereby captivating a fresh, younger demographic. This reimagining was not confined to the product but was seamlessly echoed across all digital platforms, ensuring a cohesive and potent brand message.

The brand's online identity was as bold and dynamic as their new persona, while their highly engaging social media presence attracted millions and spurred unprecedented interaction. In doing so, Old Spice didn't merely revamp their brand; they revolutionized their connection with their audience, illustrating the unmatched power of an effectively used brand and digital strategy.

Conclusion: Invest in Your Brand

In the dynamic world of business, investing in your brand isn't just an option, it's a necessity for survival and growth. The Old Spice case study superbly illustrates the transformative power of a well-implemented brand strategy that permeates every facet of a company's presence. Revamping your brand isn't about cosmetic tweaks; it's about engineering a complete brand experience that resonates with your target audience at multiple touchpoints. It's about leveraging the digital arena to engage, entertain, and build lasting connections. Ultimately, the brand's strength lies in its ability to forge a unique identity, create value, and command loyalty. Therefore, investing in your brand is, in essence, investing in the heart and soul of your business.

Now is the time to take the leap, reimagine your brand, and uncover the full potential of your business. Dial in and take advantage of one or multiple of these top 5 branding strategies, and watch your company grow.

Companies with strong branding reported a significant 20% increase in their financial performance compared to businesses with weaker brands.

- World Bank

At Knife and Fox, we specialize in bringing your brand identity to life. We’ve guided multiple companies through brand developments and revamps that have led to capital injections or acquisitions. 

Join us in our journey to build exceptional brands that create value and drive business performance. Contact Knife and Fox today.

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