The market is always listening...

Hi there,

This week I was in Sydney, Melbourne and Perth for the AIRA Small Cap Series with the ASX. Big rooms, good questions, and one simple idea kept rolling around in my head:

Investor relations is marketing. 

You're building a brand, you're building trust, you're telling a story, you're driving an action - buy my stock!

Different audience, same mechanics.
It's a combination of Business and consumer marketing. We call it D2I - direct to investor.

And like any good marketing, one of the most important parts is to build a brand.

So what does your listed brand actually say about you?

Does it say:

• We deliver on what we promise
• If we miss, you’ll know why, and it won't be because we didn't try our best
• We’re conservative with guidance but aggressive on execution

Or does it say:

• We used to be a growth stock, then you said get to breakeven, now we’re not sure what we are
• Sorry I am busy - actually that depends how much money you have, or
• We're still figuring it out and "not talking to the market yet"

The market is always watching. Every update, investor call and announcement is a brand signal. Not just about performance — about identity.

The best companies don’t just report results. 

They build a pattern. 

Clear. Predictable. Consistent. 

They build trust.

That’s what brand is - and the best patterns become the ones investors trust.

So, what pattern are you sending? What brand are you building?

Because if you don’t define your brand, the market will do it for you.

Cheers,
Ben