Unlocking a brand driven competitive advantage

Benchmark in Private Equity II

The background

Healthy gains in buyout value and exits in private equity last year resulted in a strong year for the industry. But firms are facing challenges to win deals, grow returns and reduce capital overhang. The good news is that the benefits of a strong brand can address these challenges and help firms to unlock a discernible brand driven advantage over competitors.

The Research

We have explored brand strength within UK based mid-market private equity firms investing up to £10m in European investments by visiting websites and social media platforms of included firms. We have scored their performance against 14 key elements of a strong brand based purely on our perception of what we saw.

Benchmark in Private Equity II ranks firms we researched in order of brand strength. We highlight why some firms scored higher than others as well as drawing out some interesting stories and best practice case studies that we felt would be useful.

The background

Healthy gains in buyout value and exits in private equity last year resulted in a strong year for the industry. But firms are facing challenges to win deals, grow returns and reduce capital overhang. The good news is that the benefits of a strong brand can address these challenges and help firms to unlock a discernible brand driven advantage over competitors.

The Research

We have explored brand strength within UK based mid-market private equity firms investing up to £10m in European investments by visiting websites and social media platforms of included firms. We have scored their performance against 14 key elements of a strong brand based purely on our perception of what we saw.

Benchmark in Private Equity II ranks firms we researched in order of brand strength. We highlight why some firms scored higher than others as well as drawing out some interesting stories and best practice case studies that we felt would be useful.

Key findings
Key findings
Key findings
The Report

The Report

The Report

“Having a strong brand that keeps popping up in a positive way that has real teeth and attributes is critical”.

Graham Hearns – The Riverside Company

“Having a strong brand that keeps popping up in a positive way that has real teeth and attributes is critical”.

Graham Hearns – The Riverside Company

“Having a strong brand that keeps popping up in a positive way that has real teeth and attributes is critical”

Graham Hearns – The Riverside Company

Tips and Advice

From our research, we identified two areas where some firms were excelling and where others, with a few simple tweaks, could improve considerably.

Tips and Advice

From our research, we identified two areas where some firms were excelling and where others, with a few simple tweaks, could improve considerably.

Adding value to your portfolio section

Portfolio sections don’t just inform audiences about your previous investments, they act as a window into what it is like to work with you. A good portfolio section amplifies your brand and we found five firms that are already performing well.

Adding value to your portfolio section

Portfolio sections don’t just inform audiences about your previous investments, they act as a window into what it is like to work with you. A good portfolio section amplifies your brand and we found five firms that are already performing well.

Adding value to your portfolio section

Portfolio sections don’t just inform audiences about your previous investments, they act as a window into what it is like to work with you. A good portfolio section amplifies your brand and we found five firms that are already performing well.

Maximising your brand experience

Ensuring your website design delivers a meaningful experience is a must. A poor experience may mean audiences leave your site never to return. A good experience may result in the creation of a new brand ambassador, growing your positive brand equity.

Don’t lead audiences to a dead end

Lead the way to more engaging content. When people reach the bottom of a page they shouldn’t have to scroll back up to the primary navigation to explore more content. Signpost them to more relevant and interesting content, especially on your News and Portfolio pages.

Information should be where expected

An intuitive page naming and menu system can improve the online experience as audiences can easily find the information they are seeking. Consider naming pages based on what the audience is looking for, rather than what you want to tell them about yourself.

Inspire actions at point of inspiration

Being clear what action you want audiences to take will not only deliver a seamless experience, it should generate more leads for you. Position your calls to action where audiences are inspired to take action, not always at the bottom of the page – they may not get that far!

A picture paints a thousand words

Communicate in a variety of ways to enhance engagement and appeal to a wider audience. Mix up your use of text and images and try using graphics and videos to communicate key messages instead of lengthy blocks of copy.

Maximising your brand experience

Ensuring your website design delivers a meaningful experience is a must. A poor experience may mean audiences leave your site never to return. A good experience may result in the creation of a new brand ambassador, growing your positive brand equity.

Don’t lead audiences to a dead end

Lead the way to more engaging content. When people reach the bottom of a page they shouldn’t have to scroll back up to the primary navigation to explore more content. Signpost them to more relevant and interesting content, especially on your News and Portfolio pages.

Information should be where expected

An intuitive page naming and menu system can improve the online experience as audiences can easily find the information they are seeking. Consider naming pages based on what the audience is looking for, rather than what you want to tell them about yourself.

Inspire actions at point of inspiration

Being clear what action you want audiences to take will not only deliver a seamless experience, it should generate more leads for you. Position your calls to action where audiences are inspired to take action, not always at the bottom of the page – they may not get that far!

A picture paints a thousand words

Communicate in a variety of ways to enhance engagement and appeal to a wider audience. Mix up your use of text and images and try using graphics and videos to communicate key messages instead of lengthy blocks of copy.

Maximising your brand experience

Ensuring your website design delivers a meaningful experience is a must. A poor experience may mean audiences leave your site never to return. A good experience may result in the creation of a new brand ambassador, growing your positive brand equity.

Don’t lead audiences to a dead end

Lead the way to more engaging content. When people reach the bottom of a page they shouldn’t have to scroll back up to the primary navigation to explore more content. Signpost them to more relevant and interesting content, especially on your News and Portfolio pages.

Information should be where expected

An intuitive page naming and menu system can improve the online experience as audiences can easily find the information they are seeking. Consider naming pages based on what the audience is looking for, rather than what you want to tell them about yourself.

Inspire actions at point of inspiration

Being clear what action you want audiences to take will not only deliver a seamless experience, it should generate more leads for you. Position your calls to action where audiences are inspired to take action, not always at the bottom of the page – they may not get that far!

A picture paints a thousand words

Communicate in a variety of ways to enhance engagement and appeal to a wider audience. Mix up your use of text and images and try using graphics and videos to communicate key messages instead of lengthy blocks of copy.

“Gone are the days of investing passively and simply trusting management to get the job done. ”

Bain & Capital (2018)

“Gone are the days of investing passively and simply trusting management to get the job done. ”

Bain & Capital (2018)

“Gone are the days of investing passively and simply trusting management to get the job done .”

Bain & Capital (2018)
Download the report here
Download here

Proven Track Record

We have worked with a number of private equity firms, supporting them to create robust brands that are built on a firm foundation. Visit our case studies to find out how we helped them to obliterate indifference.

See what we did for Hazel Capital, Firebox and GreenOak »

To return to this page use the Benchmark in Private Equity II link in the footer below.

Proven Track Record

We have worked with a number of private equity firms, supporting them to create robust brands that are built on a firm foundation. Visit our case studies to find out how we helped them to obliterate indifference.

See what we did for Hazel Capital, Firebox and GreenOak »

To return to this page use the Benchmark in Private Equity II link in the footer below.

Want to improve your brand’s strength?
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To return to this page use the Benchmark in Private Equity II link in the footer below.