Peter Baron

Prepping the Princess for the Party: Is Your Business Ready to Sell? Part Three

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How to Boost Brand Reputation Ahead of the Sale

This week on “In Process: Conversations about Business in the 21st Century,” we continue with the next podcast in our series dedicated to the topic of preparing your business for sale. This series leads up to the physical event we are hosting at 5:30 p.m., on Thursday, Apr. 19, 2018, in Atlanta titled, "Prepping the Princess for the Party: Is Your Business Ready to Sell?"  

When companies think about their brands, among the first things that come to mind are name, colors, logo design, and even a tag line. However, reputation is one of the most important―and most often overlooked―attributes for a brand. Brand reputation refers to how your company is viewed by others, whether it’s customers, prospects, partners or marketplace influencers such as media and analysts. Having a positive brand reputation means customers trust your company, and feel good about purchasing and recommending your products or services. Being able to demonstrate a strong and viable brand in the marketplace helps build value in the eyes of potentials buyers who might be interested in purchasing your company.

In the third installment of our six-part podcast series, show hosts Evelyn Ashley and John Monahon speak with Peter Baron, Carabiner Communications founder and principal, about what companies need to consider from a marketing and branding standpoint prior to a potential sale. Carabiner Communications is a top PR firm in Atlanta, specializing in marketing and lead generation.

“Companies often don't put enough strategic effort and muscle into creating visibility for their brand, whether it involves a rebrand or support to boost an existing reputation in the marketplace,” said Peter. “Another mistake we see is not investing enough in a particular marketing channel―for example, choosing to go 1-inch deep in 10 different marketing channels instead of going 6-inches deep in three of them that really matter. Determining where your customers actually are and prioritizing those communications avenues will help.”

Sellers are often so focused on the legal and tax consequences of a potential transaction that they often lose sight of proven marketing strategies and tactics―and even reduce budgets for these activities―that will help them increase the value of their companies.

During the course of the podcast, entrepreneurs, business owners and C-level executives will learn about the:

  • Concept of brand reputation as part of the sale
  • Considerations for rebranding
  • Elements of a good brand
  • Marketing strategies, tactics and assets involved with a rebrand
  • Right mix of content to satisfy prospects’ and customers’ information needs

Learn how to develop an integrated marketing campaign to build or boost brand reputation ahead of a sale by streaming the conversation in its entirety in the player below, or download it to your mobile device via iTunes. Don’t miss a single episode, subscribe to our show “In Process Podcast” on iTunes to receive this episode as well as future episodes to your smartphone.

“Prepping the Princess” is an invitation-only event for C-level executives and business owners. The event will provide substantive information on the key elements, which most every business should possess, to make it an attractive participant at the sale dance. For more information on the event and to request an invitation, please go to