Highlights from EFBC’s Fireside Chat on Marketing for Exit

On November 19th, EFBC members gathered at Lucca Osteria & Bar in Oak Brook for a Fireside Chat with Patty Rioux (ODEA), Alexander Argianas (Argianas & Associates), and Sean Hoffman (Nuance Solutions). Together, they explored a powerful question:

How can your brand and marketing strategy increase the value of your business, especially in the eyes of a future buyer?

The conversation blended real-world examples, strategy, and candid lessons from leaders who have lived through rebrands, acquisitions, and growth cycles. Here are the key insights.

1. Your Brand Already Exists Even If You Are Not Shaping It

Patty reminded the room that your brand is the expectations, stories, memories, and relationships people associate with your business.

Whether or not you consciously craft it, you still have one.

Strong brands consistently demonstrate:

Distinction: What sets you apart
Consistency: Showing up the same way across touchpoints
Resonance: Making people feel something

These elements matter in everyday business, and even more when someone is evaluating you as a potential acquisition.

2. A Rebrand Can Increase Value If You Actually Live It

Sean Hoffman shared Nuance Solutions’ 2016 rebrand, where they made a strategic decision to highlight their strengths. They were not just a chemical company. They were a development partner with a robust lab, experienced chemists, and real problem-solving capabilities.

The rebrand changed their business in meaningful ways:

It clarified what made them unique
It changed how customers perceived them
It led to stronger referrals
It strengthened their position during their eventual sale

Sean summed it up clearly:

“Don’t build a brand you cannot live.”

A brand cannot be cosmetic. It has to be cultural. Sean credited EFBC Forums and strategic partners with helping Nuance build the internal culture that supported their brand.

3. Lean Into Your “Unicorns”

During the Q&A, EFBC’s Deanna Salo offered a powerful reminder:

Every business has unicorns, the capabilities or strengths that only you can offer.

For Nuance, it was development.
For others, it might be niche expertise, proprietary processes, or exceptional relationships.

Your unicorns should be highlighted, not hidden. They should appear in your messaging, your sales conversations, and your brand narrative.

4. Someone Has to Champion the Brand Internally

Alex Argianas emphasized that branding efforts do not succeed on their own.

“One person in the company has to be a champion for the rebrand.”

That champion creates momentum and ensures alignment across the organization.

Alex, who oversees both marketing and closing deals, put it simply:

“Marketing gets them in the door. I close the sale.”

Marketing creates opportunities. Strong operations and relationships convert them.

5. There Is Never a Good Time to Stop Marketing

Alex also emphasized consistency:

“There’s never a good time to quit marketing.”

Businesses often pause marketing during transitions or busy seasons, but consistency builds long-term visibility and credibility. Buyers pay attention to market presence over time.

6. Roll Out Your Brand Intentionally

Patty encouraged owners to think about brand communication through her “pebble in the pond” approach:

Start with your internal team
Then communicate with current customers
Next, reach prospects, partners, and vendors
Finally, share publicly through website updates, SEO, PR, and digital channels

This sequencing ensures clarity and buy-in.

7. Culture and Strategy Matter as Much as Visuals

One idea came up again and again:

Brand is not just visuals. It is behavior, values, promises, and follow-through.

Buyers look for:

Clear messaging
Leadership alignment
Transferable customer relationships
Stable internal culture
Processes that support scale

When your brand is authentic and consistently lived, it becomes a measurable business asset.

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