Three exercises to help make your firm more distinctive

“My firm has a distinctive and recognisable brand and voice.” This is a sentiment shared amongst the majority of fund managers – in fact, we did the research as part of our GP and LP online presence survey, and nearly 3 in 4 said this. Even so, we are still seeing the same fundraising clichés…

Your brand is your truth

The concept of your brand is a tricky one. Most people stumble around it. Is it your unique selling proposition? Not really. Is it what you aspire to be? A little bit. Is it the articulation of your values? Perhaps.  Whatever brand is, it is damn hard to pin down. To offer some guidance on…

Getting social: How to build a knock-out presence on LinkedIn

When it comes to social media, most fund managers have recognised the potential risks and some are beginning to take advantage of the opportunities. Today, fund managers often count thousands of followers on LinkedIn and just being “on” the platform is not enough. Is your firm being left behind? Well, one of the best ways…

Brand matters. But not for the reason you think it does… Part II

Where things tend to go wrong can almost always be categorized in one of two ways – a misalignment of expectations, or the failure to deliver on that promise. As discussed in Part I, brand refers to the firm’s “DNA” and values. Brand goes to your reputation and the expectations that people have when interacting…

Building brand is different than articulating your value proposition

Figure out what you stand for, think beyond performance, and embrace your brand values. I think about building brand in the alternative investment industry… a lot. I have pondered why it is such a struggle for asset managers. The reasons are involved. It starts with the fact that the stories asset managers tell, are not…

The difference between building a brand and selling a product

Brand is what creates loyalty. It is the difference maker. If things are close, brand wins. If things get tough, the strength of your brand will keep you in the fight. This is an important distinction to understand. Most people in asset management are selling product, versus building a brand.  Our position, it is best…

The importance of brand guidelines for fund managers

Marketing a fund is hardly nursery slope stuff. It’s a black-diamond run. As your firm grows, two things are guaranteed: The amount of content you need to produce will swell (website, pitchbooks, presentations, PPMs, email communications, drawdown notices, quarterly and annual reports…) The production of this content will become increasingly abstracted from the senior management…

Asset management – A holistic view on marketing

To be successful, asset managers need to focus on three things: Brand Discovery Technology   BRAND Brand is one of those nebulous words that no one really understands. This is why asset management doesn’t embrace it. It is subjective, marketing voodoo. To eliminate any confusion, your Brand is nothing more than how the outside world…

Build brand, don’t Sell

Good marketing is nothing more than executing a brand plan that allows an allocator to feel that they know you well, without having to invest a great deal of personal time in the endeavor. Like any other vocation, doing this well, takes a great deal of skill and commitment. Allocators can’t feel they are being…

Be relevant, progressive and impressive

Marketing is about generating interest across the right audience. Assuming you have the audience nailed down, you won’t generate much interest unless you are perceived as relevant, progressive, and impressive. After that, the product or service you are marketing needs to meet expectations. Nowhere is this more prevalent than in marketing alternative investments. Being perceived…

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