What is an ‘Equity Story’?
An equity story is the strategic narrative that communicates a company’s value proposition, financial performance, and future potential to investors.
Crafting a compelling narrative requires a deep understanding of the business and its trajectory in order to build trust and secure capital. It doesn’t just present data, it provides clarity and demonstrates how the business intends to create sustainable value over time.
What is covered in an Equity Story?
Creating an equity story requires taking vast amounts of operational data and refining it into a clear investment thesis.
An equity story typically includes:
- Financial performance and key metrics
- A clear value proposition and core business model
- Growth strategy and roadmap
- Leadership team and governance structure
- Sustainable competitive advantage
Each element needs to connect to form a coherent, persuasive case for investment.
Equity Story Vs Brand Story
Financial performance however, is only part of the picture.
While an equity story focuses on strategy and economics, a brand story focuses on purpose and societal impact. For listed companies, these are not competing narratives but two sides of the same coin; one builds a roadmap, the other builds belief. And both are essential.
Despite this, brand stories are commonly undervalued and often the first to be sacrificed when budgets tighten. Yet, in an era where investors increasingly analyse non-financial information (such as ESG), the brand story has never been more critical.
What is covered in a Brand Story?
A brand story is the narrative that makes your company’s existence matter to the world beyond the stock ticker. It helps explain the ‘why’ and shapes how the business is perceived by customers, employees, and investors.
A brand story includes:
- Founding purpose and origin
- Brand identity and personality
- Defined audience personas
- Clear positioning and differentiation
- Social proof and community engagement
It forms the foundation of culture, communication, and strategic decision-making.
Why listed companies need both equity storytelling and brand storytelling
There’s no doubt that an equity story for listed companies is crucial, particularly during an Initial Public Offering (IPO). It provides the essential information that investors need upfront to assess opportunity and risk.
But without a brand story to bring this strategy to life, it can lack the trust and belief that investors, even subconsciously, look for.
Equity storytelling is the logic. Brand storytelling is the feeling. Investors use both when making decisions, even seemingly purely data-led ones.
When the two narratives are aligned, they reinforce each other.
Summary
Choosing between an equity story and a brand story is a false economy for companies seeking investment. When it comes to public markets, you need both. And when your equity and brand stories work in harmony, you provide the market with the three things it values most: clarity, transparency, and trust.