Realise the value of a strong brand in private equity

Benchmark in Private Equity III

The background

Private equity firms are under pressure to win deals, grow returns and reduce capital overhang. With increasing competition in the marketplace, overcoming these challenges is getting harder not easier. A robust brand can help to address these challenges, but are private equity firms realising the value of a strong brand?

The Research

Having explored the brand strength within UK based mid-market private equity firms typically investing up to £10m and £25m in European investments; this report focuses on firms investing up to £50m. We visited the websites and social media platforms of included firms and scored their performance against 14 key elements of a strong brand based purely on our perception of what we saw.

Benchmark in Private Equity III 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

Private equity firms are under pressure to win deals, grow returns and reduce capital overhang. With increasing competition in the marketplace, overcoming these challenges is getting harder not easier. A robust brand can help to address these challenges, but are private equity firms realising the value of a strong brand?

The Research

Having explored the brand strength within UK based mid-market private equity firms typically investing up to £10m and £25m in European investments; this report focuses on firms investing up to £50m. We visited the websites and social media platforms of included firms and scored their performance against 14 key elements of a strong brand based purely on our perception of what we saw.

Benchmark in Private Equity III 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

“100% of private equity firm executives say having a strong brand is important.”

BackBay Communications, (2017)

“100% of private equity firm executives say having a strong brand is important.”

BackBay Communications, (2017)

“100% of private equity firm executives say having a strong brand is important.”

BackBay Communications, (2017)

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.

Curating your customer’s journeys

In today’s time-poor society, firms need to assertively signpost people to engage with them at the point of inspiration. Without this, firms run the risk of people leaving their site, never to return. A good website is clear what action it wants audiences to take on each page and we found four examples of best practice.

Curating your customer’s journeys

In today’s time-poor society, firms need to assertively signpost people to engage with them at the point of inspiration. Without this, firms run the risk of people leaving their site, never to return. A good website is clear what action it wants audiences to take on each page and we found four examples of best practice.

Curating your customer’s journeys

In today’s time-poor society, firms need to assertively signpost people to engage with them at the point of inspiration. Without this, firms run the risk of people leaving their site, never to return. A good website is clear what action it wants audiences to take on each page and we found four examples of best practice.

Meeting online expectations

The majority of websites we visited were used as a podium to shout about what firms are doing rather than how and why investees can benefit. Think about how your customer will use your website and what they want to find out, rather than assuming they want to hear what you have to say about yourself. Below are a few of our top tips:

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 about yourself; for example consider changing What we do to How we help.

Don’t lead audiences to a dead end

When people reach the bottom of a page they shouldn’t have to scroll back up to the primary navigation to explore further. This is especially important on your mobile site; no one wants to scroll back to the top after a long page on a mobile screen! Provide some relevant and appropriate navigation options at the bottom of each page.

Lead the way to more engaging content

Using your site should be intuitive, so visitors can find the information they need early and quickly but you also want them to devote some of their precious time to reading your content and getting to know your firm. Your site should not only include signposting to further relevant content but also have a good mixture of interactive content such as audio and motion graphics.

Tell a good story

A strong narrative will hook the reader and engage them in the story of your brand. Your portfolio section is a great area where you can strengthen your narrative. Ensure it outlines the business context, the challenge faced, the solution you introduced and the outcome of your work. Telling a good story can help audiences picture how you can help them too.

Meeting online expectations

The majority of websites we visited were used as a podium to shout about what firms are doing rather than how and why investees can benefit. Think about how your customer will use your website and what they want to find out, rather than assuming they want to hear what you have to say about yourself. Below are a few of our top tips:

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 about yourself; for example consider changing What we do to How we help.

Don’t lead audiences to a dead end

When people reach the bottom of a page they shouldn’t have to scroll back up to the primary navigation to explore further. This is especially important on your mobile site; no one wants to scroll back to the top after a long page on a mobile screen! Provide some relevant and appropriate navigation options at the bottom of each page.

Lead the way to more engaging content

Using your site should be intuitive, so visitors can find the information they need early and quickly but you also want them to devote some of their precious time to reading your content and getting to know your firm. Your site should not only include signposting to further relevant content but also have a good mixture of interactive content such as audio and motion graphics.

Tell a good story

A strong narrative will hook the reader and engage them in the story of your brand. Your portfolio section is a great area where you can strengthen your narrative. Ensure it outlines the business context, the challenge faced, the solution you introduced and the outcome of your work. Telling a good story can help audiences picture how you can help them too.

Meeting online expectations

The majority of websites we visited were used as a podium to shout about what firms are doing rather than how and why investees can benefit. Think about how your customer will use your website and what they want to find out, rather than assuming they want to hear what you have to say about yourself. Below are a few of our top tips:

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 about yourself; for example consider changing What we do to How we help.

Don’t lead audiences to a dead end

When people reach the bottom of a page they shouldn’t have to scroll back up to the primary navigation to explore further. This is especially important on your mobile site; no one wants to scroll back to the top after a long page on a mobile screen! Provide some relevant and appropriate navigation options at the bottom of each page.

Lead the way to more engaging content

Using your site should be intuitive, so visitors can find the information they need early and quickly but you also want them to devote some of their precious time to reading your content and getting to know your firm. Your site should not only include signposting to further relevant content but also have a good mixture of interactive content such as audio and motion graphics.

Tell a good story

A strong narrative will hook the reader and engage them in the story of your brand. Your portfolio section is a great area where you can strengthen your narrative. Ensure it outlines the business context, the challenge faced, the solution you introduced and the outcome of your work. Telling a good story can help audiences picture how you can help them too.

“Unless you establish a brand that distinguishes your firm from others, you get lost in a pack and become a banana. You are just one of the bunch.”

Partner, Duane Morris

“Unless you establish a brand that distinguishes your firm from others, you get lost in a pack and become a banana. You are just one of the bunch.”

Partner, Duane Morris

“Unless you establish a brand that distinguishes your firm from others, you get lost in a pack and become a banana. You are just one of the bunch.”

Partner, Duane Morris
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 III 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 III link in the footer below.

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