First, full disclosure. Choice was my wife Saba's clinic group. She hired me the way any owner would.
It had grown into a serious clinic group. Chiropractic, physiotherapy, wellness. Good people, full schedules.
The outside hadn't kept up. It still looked like the smaller practice it used to be.
And the plan was to sell. So how the business looked to a stranger was about to matter a lot.
Structure first. Then the finish. Then the party.
Start with what it actually was now.
I started with the founders in a room. Not a presentation. A conversation about what Choice was now, and who it was for.
They helped shape it. That mattered, because they had to live in it until the sale and hand it to someone else after.
You could walk through it.
A new identity, and guidelines the staff could really use. Signage and wayfinding, inside and out. Artwork for the clinics. Uniforms.
I worked alongside the construction and design team so the brand carried into the rooms themselves. That's the test. Can you walk through it.
Then we told people.
A marketing plan and a social playbook. Photo and video direction with real patients and real providers. Material for openings, trade shows and community events.
The buyer already owned clinics. He rebranded them to Choice.
It's a smaller deal than most advisors work on. I'd rather say that than dress it up. The pattern is the same at any size.
This is how I've always done it. Look first, then build. Enid just makes the first look faster.
Some people call this a rebrand before a sale. I think of it as getting the outside to match the inside before someone puts a price on it.
Does a rebrand increase what a business sells for?
Nobody can promise that. What I can say is what happened here. The business grew after the rebrand, it drew more than one buyer, and it sold 30% over asking. A clear brand gives a buyer fewer things to doubt.
How long before a sale should you rebrand?
Give it two to three years if you can. Choice had 18 months of results to show before it went to market. That's what a buyer wants to see.
Planning to sell in the next few years?
Twenty minutes. Tell me where the business is headed and I'll tell you what I'd look at first.
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