PR & Brand: Driving Valuation from the Inside Out

Co-written by Anna Crowe (Crowe PR) and Josh Roush (Movetic)

Why This Matters Now

As we head into 2026, dealmaking is poised for a rebound. With interest rates stabilizing, strategic buyers are regaining confidence. For companies considering a sale or acquisition in the next year or two, now is the time to prepare not just financially and operationally, but from a brand perspective.

Whether you're a consumer goods brand scaling nationally or a healthcare tech company preparing for FDA clearance, investors are placing greater weight on brand equity and credibility when assessing value. It's no longer just about the numbers; it's about the story you're telling and the trust you've built.

Mergers and acquisitions are among the most transformative moments in a company's lifecycle. While financials and legal terms will always matter, perception, reputation, and trust often tip the scales.

When executed strategically, PR and brand positioning don't just support M&A; they can actively increase valuation.

As strategic partners and brand strategists, we've seen how companies that invest in brand equity well before a transaction enter the process with a distinct advantage. Here are four ways communications can drive valuation from the inside out, plus a strategic checklist to assess your current brand for long-term success.

1. Enhancing Brand Perception & Market Position

During M&A, everyone's watching: investors, customers, competitors, and employees. Strategic storytelling helps you define what makes you different and why you're built for long-term success. For consumer brands, this means showcasing lifestyle positioning and customer loyalty; for healthcare tech, it's demonstrating innovation and patient impact. Clarity of purpose builds confidence both inside and outside the organization.

2. Building Credibility & Trust

Trust isn't a nice-to-have; it's essential. Position leadership as experts, earn high-profile media coverage, and transparently share wins and innovations to establish credibility. For healthcare tech, that might mean thought leadership around regulatory milestones; for consumer brands, it's cultural relevance and product proof points. Credibility lowers perceived risk for buyers and investors.

3. Attracting Investor & Stakeholder Interest

Consistent, transparent messaging around performance, strategy, risks, and opportunities creates a compelling investment case. For healthcare tech, this could mean communicating FDA trial updates; for consumer goods, it's demonstrating market adoption and traction. When stakeholders see consistency across the board, confidence builds, which can lead to better multiples and stronger deal terms.

4. Strengthening Employer Brand & Talent Retention

M&A often brings uncertainty and employee anxiety. Clear, empathetic internal communication keeps teams engaged and committed. In consumer goods, this means protecting the brand builders who know your customers; in healthcare tech, it's retaining the scientists and engineers whose expertise drives value. Talent continuity is a major factor in deal evaluation.

Strategic Checklist 

Audit Your Current Position

1. Document your brand equity, market position, and key differentiators

2. Gather recent media coverage, sentiment analysis, and stakeholder perceptions

3. Review existing PR crisis protocols and update as needed

4. Identify potential reputational risks or vulnerabilities that could surface during due diligence

Sharpen Your Narrative

1. Develop clear messaging about your company's vision, culture, and strategic value

2. Create a compelling "why us" story that articulates what makes your brand attractive

3. Document key achievements, milestones, and competitive advantages

4. Prepare materials showcasing customer loyalty, brand recognition metrics, and market positioning

Evaluate Your Visual Identity

1. Assess brand consistency across traditional and digital touchpoints

2. Review logos, color systems, typography, and design standards

3. Ensure visual assets reflect your current positioning and scale aspirations

Review Marketing Activities

1. Audit current campaigns and their performance metrics

2. Document customer acquisition costs and lifetime value

3. Assess digital presence, including website, social media, and content strategy

4. Evaluate marketing infrastructure and technology stack

 The Bottom Line

M&A isn’t just about spreadsheets; it’s about people, perception, and the brand you’ve built. Whether you’re getting a wellness brand on shelves nationwide or preparing to launch groundbreaking healthcare technology, investing in PR and brand credibility now gives you a real advantage when it’s time to go to market.