Brand Strategy for IPO and Listed Companies
Branding contributes greatly to the success of IPO (Initial Public Offering). However, founders often fail to analyze the full potential of a purposeful brand strategy and miss marketing opportunities. Companies are not up against just one or two competitors in the share market; the number is pretty overwhelming, and moreover, not all brands are of the same size. Depending on the companies and investors, IPS can be categorized in different types. For example, small and medium enterprise (SME) IPOs and mainboard IPOs.
Each type brings its own set of characteristics, risks, and opportunities, catering to different segments of the market. Both SME IPOs and Mainboard IPOs pose unique marketing and branding challenges. For SME IPOs, building trust is essential, as investors often have limited information on smaller enterprises. And to do that, a strong brand positioning is needed where brands are more visible not just to investors and stakeholders but also to the consumers.
PromotEdge is the go-to marketing and technology partner for IPO and listed companies. We have helped companies to launch IPOs and gain a higher response from investors and stakeholders. We specialize in crafting tailored branding and positioning strategies that align with unique business needs. Let’s work together to strengthen your brand, attract investors, and drive sustainable growth in this competitive landscape.
Growing Presence with Brand Strategy
The number of companies going public in India has increased over the years, which has made it difficult for companies to acquire their desired capital. Even if you have already defined your USP clearly, it can still be difficult to differentiate your listing to your investors. And it’s not just IPO companies; listed companies are also having a tough time raising capital. Then how do brands overcome the financial challenges, manage debt, and focus on future growth? It’s actually pretty simpler than you think!
Branding and brand positioning are two pillars that make a brand stand out even in a market surrounded by competitors. Companies need to clearly define their objectives and build brand awareness to earn the trust of investors and stakeholders. The market interest has switched toward storytelling. Investors are more interested in how a company is following sustainability practices and their role in our society.
For IPO-bound companies, early branding campaigns foster public trust, build awareness, and attract investors before going public. Listed companies can use earnings reports, even during challenging times, to reinforce long-term growth narratives. Aligning messages with business strategies helps maintain confidence and keep shareholders engaged.
The objective of marketing is not just to promote a product or service. IPOs and listed companies can engage in initiatives like Business Responsibility and Sustainability Reporting (BRSR) and ESG disclosures to share long-term commitments. It’s a smart strategy to attract socially conscious investors. Such strategic branding improves business transparency and resilience, giving companies a competitive edge.
Implementing an effective marketing strategy requires expert branding and communication professionals who can align narratives with business goals and regulatory needs. A full-service agency like PromotEdge brings the expertise. We help IPO and listed companies to engage diverse stakeholders through channels like investor presentations, annual reports, social media, and media outreach. We can alter your messaging for every scenario—from IPO roadshows to crisis management.
For Tega Industries, a global leader in consumables for mining and material handling, we help them create a powerful digital presence. We developed a user-centric website optimized for search, bringing in high organic traffic and engagement. Our management of their social media channels transformed them into engines of visibility, with high-quality visuals enhancing storytelling and trust. Drop an email for more information!
Maintaining a good relationship with investors helps brands to raise their reputation and promote liquidity of the company’s shares. The internet has made it easier for companies to engage with their audience by using different platforms, such as Facebook, Instagram, LinkedIn, websites, etc. At PromotEdge, we help IPO and listed companies to build brand awareness.
We have worked with well-known brands like Tata Steel (Metaliks). We helped the company grow their brand presence through a cohesive mix of branding, digital campaigns, and storytelling. Our social media campaigns showcased their community impact, and the website highlighted their products, sustainability efforts, and achievements. High-quality photography and workplace branding aligned internal spaces with core values, while CSR-focused videos communicated social responsibility, building trust and engagement across all touchpoints.
Whether a listed company is planning to enter a new market or launch new products, customers are the one who will actually make the purchase decision. Thus makes it essential for brands to map their customer journey and gain loyalty. It also makes investors feel confident in their investment.
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IPO and Listed Companies
Branding contributes greatly to the success of IPO (Initial Public Offering). However, founders often fail to analyze the full potential of a purposeful brand strategy and miss marketing opportunities. Companies are not up against just one or two competitors in the share market; the number is pretty overwhelming, and moreover, not all brands are of the same size. Depending on the companies and investors, IPS can be categorized in different types. For example, small and medium enterprise (SME) IPOs and mainboard IPOs.
Industrial Machinery & Equipment
To thrive in India’s crowded industrial market, which risks becoming commoditized, it’s no longer enough to just show up. You need to be seen, to be known, and to matter. A strong brand identity slices through the noise in cost-conscious, performance-driven markets. A solid industrial brand isn’t just about consistency—it’s about trust. When decision-makers see your credibility, they come back.
Professional Services
The world of marketing for professional service can seem a bit vague. Unlike tangible objects, such as fashion, lifestyle, FMCG, or consumer durable, service can’t be seen or touched. So how can firms and industry professionals overcome these crises and build reputations? Professional service providers have relied on brand reputation to attract potential customers for ages. In today’s competitive Indian landscape, where thousands of newcomers are trying to make their way and build recognition for themselves, companies and experts are in dire need of developing a unique brand strategy to create differentiation and build reputation.
Fashion & Lifestyle Brands
We belong to a generation where gaining and retaining attention has become a luxury, especially for Fashion and Lifestyle brands. The constant stream of posts, updates and notifications overwhelms users, making it difficult to fully concentrate on a single content. The rapid change in fashion trends with new designers and online retailers emerging also almost everyday acts like adding fuel to the fire. Thus, building a strong brand identity isn’t merely a business tactic; it’s essential for survival and growth.
Real Estate
The real game of real estate business is the Brand Strategy. We at PromotEdge excel in delivering comprehensive brand strategies for realtors to create an engaging narrative.
IPO and Listed Companies: Creative Designing
IPO companies mostly focus on acquiring the best possible stock price and attracting investor attention. And to gain that, it’s essential to create engaging storytelling that shares the brand’s mission, vision, and values. The narrative must adapt to changing business strategies, market conditions, and financial outcomes. This is where creative design becomes a valuable approach to sharing the right message with their audience that leaves a lasting impression.
IPO and Listed Companies: Digital Marketing
The digital market in India is worth billions of dollars, making it essential for businesses to create digital presence. When it comes to marketing listed companies, the primary focus is on building credibility and identifying growth potential. On the other hand, mainboard IPOs concentrate on stability, market position, and long-term strategy, targeting a broader, more risk-averse investor base.
IPO and Listed Companies: Web Solutions
A listed company is required to maintain a functional website. It’s not just them; private companies that are planning to launch their stocks for the first time also need a website. The strong dependence on digital technologies means that having a website is not something you can take lightly. When an audience, be it an investor or potential customer, wants to know about your brand, your website is the first thing they will look into.
IPO and Listed Companies: Audio Visual
In a time when attention is scarce and every second counts, audio-visual storytelling becomes a vital strategy for survival and growth. For listed companies and those planning to list, audio-visual storytelling isn’t just marketing. It’s a strategic lever for attracting and retaining capital in a crowded, competitive world. SEBI has even proposed a business to publish audiovisuals with disclaimers in the public domain in different languages for better investor understanding and to maintain transparency.
Client Happiness Speaks Volumes
Show MoreI really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day. The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us. This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge. And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work. So happy and compliments to the team -- Sayantan and PromotEdge team. Thank you.
Abhijit Bhattacharya
Former Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League
Show MoreAs a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions. Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems. Lastly, I’d recommend anyone who is planning to start or grow their brand, PromotEdge is the best digital marketing agency you can rely upon.
Anish Basu Mallik
Marketing Executive at Unimark Group
Show MorePromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.
Bimal Shah
Executive Director at Fine Organic Industries Limited
Show MoreAn aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.
Bobby Srinivas
Chief Manager Marketing & Brand Marketing at Utkarsh India
Show MoreThe PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). Sayantan and his team is providing you to see this video. I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.
Giba
Brazilian Former Volleyball Player
Show MoreIn the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team led by Avik Guha comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.
Hardeep Singh
Marketing Consultant
Show MoreI commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.
Priyanka Gupta
Director at Nitya Gold & Diamonds
Show MoreIt’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, Avik Da, and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.
Priyam Ghose
Content Creator
Show MoreI am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. I extend my gratitude to Benjamin and the team for their dedication and hard work, which has resulted in a new, fresh-looking site that perfectly meets our expectations.
Mom Mitra
Marketing Head at Ilead
Show MoreWe are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.
Rahul Mishra
Assistant Manager Digital Marketing & Ecommerce at Magik Lighting
Show MorePromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.
Medha Sharma
Strategic Head at TATA Metaliks
Show MoreI had a great time in Kolkata, I met entire PromotEdge team and they are amazing. Design language that they follow is crazy, the copywriting is crazy. I think they are one of the best digital marketing agencies, not just in Kolkata, entire eastern region and I think brand should not leave the chance to interact with these guys, make stories together. So, if I had something here, I would have definitely collaborated with them and worked. Now is the time, I mean it’s not even a question whether digital is important or not you don’t have an option today. Go digital work with PromotEdge and create your brand stories. Thank You.
Manish Pandey
Consultant & Coach to Content Creator
Show MoreWorking with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease. I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.
Satabdi Sahu
Lead - Brand and Content at ABP Education
Show MorePRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them. I would personally refer PromotEdge to those who want creative and contemporary work. We wish PromotEdge a successful journey ahead.
Sharif Rezwan Kabir
Brand Manager at PRAN RFL Group
Show MoreWe have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.
Shubham Gadodia
Deputy Brand Manager at Shyam Metalics Group
Show MoreWe worked with you for launching our Premium Extra Virgin Olive Oil SPENOLIVA, and we are so happy that within months of its’ launching the brand image has caught eyes at the highest consumer level like best of Five Star hotels, Modern Trade and it is on its way to become the fastest growing brand in its niche segment.
Tushar Chatterjee
Brand Consultant at Sunshine Incorporation
How does PromotEdge work?
PromotEdge is your strategic partner for successful branding. Let us help you investors and a higher valuation with our personalized strategy.
Identifying the Objective
At PromtoEdge, we believe that it’s never too early to start branding. Whether you’re a listed company planning to change your objective or launching an IPO but not sure what USPs you should focus on, we’re here to help.
Research
Research is the biggest pillar to gain investors’ trust. We analyse your business model, growth objectives, life cycle stage, customer preferences, competitors, etc., to make the strategy more effective.
Understanding the Audience
IPO and listed companies target a wide range of investors, including retail investors, institutional investors, venture capitalists, and mutual funds. Each investor has different expectations. At PromotEdge, we help brands understand whom to target and how to pitch their objectives for a higher success rate.
Strategic Approach
At PromotEdge, we help brands strengthen their leadership and credibility. We help brands to communicate their core values and future objectives to gain investor trust.
How does PromotEdge work?
PromotEdge is your strategic partner for successful branding. Let us help you investors and a higher valuation with our personalized strategy.
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Identifying the Objective
0 1Identifying the Objective
At PromtoEdge, we believe that it’s never too early to start branding. Whether you’re a listed company planning to change your objective or launching an IPO but not sure what USPs you should focus on, we’re here to help.
-
Research
0 2Research
Research is the biggest pillar to gain investors’ trust. We analyse your business model, growth objectives, life cycle stage, customer preferences, competitors, etc., to make the strategy more effective.
-
Understanding the Audience
0 3
Understanding the Audience
IPO and listed companies target a wide range of investors, including retail investors, institutional investors, venture capitalists, and mutual funds. Each investor has different expectations. At PromotEdge, we help brands understand whom to target and how to pitch their objectives for a higher success rate.
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Strategic Approach
0 4
Strategic Approach
At PromotEdge, we help brands strengthen their leadership and credibility. We help brands to communicate their core values and future objectives to gain investor trust.
Importance of Brand Strategy in the IPO & Listed Companies
One
Attracts Investors & Maintain Trust
When an investor invests in an IPO or listed company, they do thorough background research. They are investing in your business to gain revenue. However, if your brand doesn’t seem credible enough, there is no way they will spend a large amount or even a single penny. Branding helps companies to win over investors’ trust by clearly communicating their values, cultures, and future goals.
Two
Differentiation from Competitors
In today’s saturated marketplace, companies are having a tough time creating a distinctive brand identity from their competitors. However, with a creative brand strategy, companies can identify their weaknesses, work on them, and focus on unique selling points that make them stand out in a crowded market filled with companies that are offering similar products or services.
Three
Increases Market Valuation
It’s not a stretch to say that a strong brand strategy equals a higher value proposition. Branding helps brands to showcase their USPs and create a positive impression on a large number of investors. Thus, there is a higher chance your market valuation will increase.
Four
Improves Public Perception
What the general public thinks about a company can impact your IPO. A position perception can increase product/service demands. This makes investors interested and raises your capital. A well-devised brand strategy that focuses on brand reputation, media coverage, leadership trust, financial transparency, and social responsibility can improve your overall brand equity.
Case Study
Alumaze
Alumaze launched in 2023, is one of the first ACP manufacturer brands from South India, which is strategically located in Vishakhapatnam and catering to Telengana, Andhra Pradesh, Tamil Nadu, Karnataka, Kerala and Orissa.
B.P. Poddar Hospital
The primary objective of the campaign was to create awareness about BP Podder Hospital’s expertise in knee replacement surgeries and to position the hospital as a reliable and compassionate healthcare provider for individuals suffering from knee-related issues.
DTC Southern Heights
The primary goal was to create a visually appealing and engaging video that showcased the Clubhouse Lunch experience at DTC Southern Heights.
iLead
iLead Institute, a leading education provider, approached PromotEdge with challenges stemming from their existing website. The website was burdened with numerous courses, extensive content, heavy imagery, and other complexities impacting speed and usability. Seeking a comprehensive solution, they engaged our web development team to revamp their online platform.
KNI Airport, Durgapur
Kazi Nazrul Islam Airport, or Durgapur Airport is fully functional airport. It has direct connectivity with all the major metros – New Delhi, Mumbai, Chennai, Bengaluru, Hyderabad.
Kolkata ThunderBolts
The pioneering Volleyball sporting club of Eastern India, who aims to bring the sport into the mainstream and build a cult following helmed by the visionary in Mr. Pawan Kr. Patodia and Mr. Vineet Bhandari.
Nitya
The new entrant in retail genre, Nitya comes from the background of B2B in Gold and Diamond Jewellery. Strategically located in Burrabazar, Kolkata Nitya has excellent modern pieces of handcrafted fine jewellery specially catering to modern brides. We have launched the brand in November 2022 and continue to do their social media amplification to create awareness.
SANY
SANY Heavy Industry India Pvt Ltd (SANY India) is a wholly owned subsidiary of SANY Heavy Industry Co Ltd (SANY Heavy Industry), China. SANY India was incorporated in 2002 and offers the widest range of Construction Machinery in India & South Asia.
Skipper Ltd.
Skipper Ltd aimed to create a comprehensive audio-visual representation of its manufacturing processes and infrastructure. The goal was to highlight the company’s commitment to quality, innovation, and sustainability, reinforcing its position as a trusted global player in the engineering and polymer sectors.
Utkarsh
Utkarsh India Limited is a leading manufacturer and supplier of high-end engineering products and services in the infrastructure, agriculture and domestic water piping industry.
Weichai India
Weichai is the world’s largest engine manufacturing company originated in China. Today, It is a 44 BUSD conglomerate with multi field and multi industry approach.
Got Questions?
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How does effective branding benefit already listed companies?
Ans.Even listed companies need to maintain stakeholder interest and trust, especially during quarterly earnings or periods of external market volatility. Brands need to maintain a consistent communication strategy that helps them manage perceptions, drive engagement, maintain their trust quotient, and retain investor confidence. -
How can companies align branding with regulatory compliance efforts?
Ans.IPOs and listed companies can integrate regulatory disclosures, such as Business Responsibility and Sustainability Reporting (BRSR) and ESG reports, into their branding strategy. Companies can creatively use the reports not just as compliance tools but also to build trust and enhance reputation. -
How do marketing agencies help companies navigate branding challenges in the context of IPOs?
Ans.Marketing agencies bring expertise in crafting narratives for IPOs, investor presentations, social media campaigns, and crisis management. They align branding with business goals and regulatory requirements to ensure consistent messaging across all platforms, helping companies build trust, visibility, and engagement at every touchpoint. -
Can PromotEdge handle corporate communication and branding beyond digital platforms?
Ans.Yes, we align both internal and external communication strategies. From office branding to CSR videography, we create consistent brand experiences across physical and digital environments—ensuring employees, investors, and stakeholders are all on the same page.
