In this video, I (Alicia Nagel Creative) have a discussion with Boyega Ajayi, CEO/Founder of Bolton Advisory Group, about the role that branding plays in business valuation when owners are planning their exit strategy. This is shared as part of the Hustle With Aloha project.

When it comes to the value of a company, branding is much more than just a logo or a catchy tagline—it's the way your business presents itself to the world and how it's perceived by your customers. In simple terms, branding is the personality of your business. It’s what makes you different from competitors and what builds trust with your customers. When done right, a strong brand contributes directly to the value of your business by increasing customer loyalty, supporting premium pricing, and building competitive advantage.

Branding is also a powerful intangible asset—something you can’t touch but plays a critical role in determining the worth of your business. Whether it’s the feeling people get when they see your logo, the trust they place in your services, or the loyalty they have to your products, branding drives long-term business success.

"Branding is the soul of your business—it’s not just what you sell, but the story you tell and the trust you build with every interaction. It’s what sets you apart and keeps customers coming back."

We discuss the elements of business value, including: Pricing Power, Customer Loyalty, Market Differentiation, and Risk Reduction.

Intangible assets—such as brand reputation, patents, and customer loyalty—are just as important as physical assets like machinery or buildings. These intangible elements contribute to a company’s intangible capital.

Branding plays a critical role in increasing a company’s EBITDA (earnings before interest, taxes, depreciation, and amortization) and expanding its market multiple.

To understand how branding works in practice, here are three proven strategies that successful businesses use to create and maintain strong brands: Three Lines of Business (Cost to Produce, Price, Perceived Value), the Clock Model (Pre-Purchase, Purchase, Post-Purchase) and the Three Hurdles Framework (Differentiation, Sustainability, Relevance)

Branding isn’t just about logos and taglines—it’s about creating a long-term relationship with your customers and stakeholders. A strong brand can charge higher prices, retain loyal customers, and stand out in competitive markets, making it a key driver of business value. By using strategies like the Three Lines of Business, the Clock Model, and the Three Hurdles Framework, companies can build brands that not only look good but also deliver real, measurable value to the bottom line

Learn more about Boyega Ajayi and connect with him on LinkedIn at: https://www.linkedin.com/in/boyegaajayi/

Learn more about Bolton Advisory Group at: http://www.boltonadvisorygroup.com/

ABOUT ALICIA NAGEL CREATIVE & HUSTLE WITH ALOHA
Hustle With Aloha is a project by Alicia Nagel Creative that gives away free advice from professionals as well as tools and resources. The idea is that a rising tide lifts all ships, and this is a vessel to give back to the small business and entrepreneurial community when Alicia has time. Find more videos and articles, and learn more about Hustle With Aloha, at: https://hustlewithaloha.com/
Learn more about Alicia Nagel Creative at: https://www.alicianagel.com/