In recent years we find ourselves working more and more with companies who seek additional capital, whether to elevate to a new level, go public or fight through the cash crunch.  Regardless of the reason they are in need of raising capital so they can successfully grow their business.

Businesses in need of operating cash sometimes seem to take a very aimless approach to raising money.  Even the idea of creating and shaping a successful brand is an afterthought until cash is in hand.  The prevailing thought among business entrepreneurs is to raise money first, then build brand second.

But our experience as brand consultants has proven that these efforts must, at the very least, run concurrent.  Below are nine critical steps to fundraising success:

<strong>1)     There must be a clear and concise vision in place for the company.</strong>

<strong>2)     You and everyone else within the company must clearly understand the business goals, both short-term and long-term.</strong>

<strong>3)     A clearly defined plan must be developed on how the new funds will be utilized.  Have a game plan in place.</strong>

<strong>4)     Understand how you will demonstrate return on investment (pro formas).</strong>

<strong>5)     Company leadership should understand and agree on how the company competes in its space, how it is different and better from competitors, and a core understanding of the brand position.</strong>

<strong>6)     Paint the vision for the team.  This step focuses on creating the internal brand.  Ensure those associated with the company are on board.</strong>

<strong>7)     As your brand starts to evolve, focus on how to make it sexy and how you will “package it” for success.  It is here that the brand comes alive.</strong>

<strong>8)     Champion the Brand!  A key to growth and raising business capital is employing a leadership style that demonstrates a contagious passion.  One that quickly spreads to others within the organization.</strong>

<strong>9)     Sell it!</strong>

By considering these points, you and your company will be in a much better position to cultivate the growth capital as well as understand what your brand is and how and why you're better than anyone else so you can get to the next level.