Strong branding isn’t just for consumer giants - it’s a crucial ingredient for any startups looking to win investor attention. According to research, 77% of venture capitalists say branding plays a major role in how they assess a startup’s potential.
In this interview, Tramshed Tech members and creative partners Lyon & Lyon share their insights on why design and storytelling are vital tools in securing investment.
For co-founders Annie and Matt, good design is about clarity, confidence, and communication. It helps scale-ups show investors exactly who they are, where they’re headed, and why they matter.
Why Brand Design Can Make or Break Your Next Investment Round
Investors don’t just buy into numbers they buy into stories. And your brand tells that story before you even enter the room.
Strong branding and design are crucial in communicating trust, clarity, and direction the very traits investors look for when deciding where to place their capital. In fact, a recent study found that 77% of VCs believe branding significantly influences their perception of a startup’s potential and plays a key role in funding decisions.
The myth often shared about investors is that they’re only after the numbers, forecasts and market opportunity, and although these elements are absolutely essential, experienced investors understand that a strong brand often distinguishes a good investment from a truly great one.
Flo, Brand & Content Manager at Tramshed Tech, sat down with Annie and Matt from Lyon & Lyon creative partners and members at Tramshed Tech to talk about how design can help scaleups stand out and win investment - especially in those less “sexy” sectors.
Why Design Matters to Investors
FLO: Why is design so crucial to attracting investment?
ANNIE:“Design isn’t just about how things look it’s about how effectively you communicate''. For scaleups, especially in more traditional sectors, strong visual identity, smart brand strategy, and thoughtful content design show investors you know who you are, where you’re going, and who you’re talking to.”
“Too often, traditional industries overlook design strategy and fail to cut through the noise. The key is to use design to clarify, not complicate refining everything from pitch decks to product interfaces so they tell one clear, compelling story.”
MATT:“It’s about using design and messaging to tell your story one that’s engaging, authentic, and unmistakably yours.”
Bringing Creativity into Traditional Sectors
FLO: Can traditional sectors embrace creative design without losing credibility?
ANNIE:“Absolutely. Looking at other industries for inspiration can help you stand out and create a brand that surprises people in a good way. Standing out is one of the most important jobs of a great brand.”
MATT:“Find inspiration both in your own sector and beyond it. Drawing parallels with completely different industries can unlock fresh ideas and new ways of thinking.”
Common Mistakes To Avoid
FLO: What should business avoid when evolving their branding to attract investors?
ANNIE:“Don’t alienate your existing audience. Investor appeal shouldn’t come at the cost of customer loyalty. When you refresh, hold on to the brand equity you’ve already earned.”
MATT:“Remember what made you great in the first place. It’s easy to lose sight of that when scaling, but evolving your brand means building on your original success - not replacing it.”
Want Investors to Take You Seriously? Start with Your Brand.
At Lyon & Lyon, Annie and Matt help scaleups especially those in so-called “boring” sectors to create brands that turn heads and attract investment.
If your pitch needs more punch, your deck needs a glow-up, or your brand’s lost its edge, it might be time to rethink how you show up.
👉 Find out more at lyonandlyon.co.uk
