Does your brand stand up to competition?

Benchmark in Private Equity I

The background

In a crowded marketplace, a strong brand enables a private equity firm to stand out from competition, delivering a competitive advantage and driving business performance. A strong brand allows you to self-select the most sought-after deals, investments and amplifies a positive reputation across multiple touch-points.

The Research

We have explored brand strength within UK based mid-market private equity firms investing up to £25m in European investments by visiting websites and social media platforms of included firms. We have scored their performance on 14 key elements of a strong brand based purely on our perception.

We found a number of key trends that highlight why firms scored higher than others as well as some interesting stories and case studies that we felt others could learn from.

The background

In a crowded marketplace, a strong brand enables a private equity firm to stand out from competition, delivering a competitive advantage and driving business performance. A strong brand allows you to self-select the most sought-after deals, investments and amplifies a positive reputation across multiple touch-points.

The Research

We have explored brand strength within UK based mid-market private equity firms investing up to £25m in European investments by visiting websites and social media platforms of included firms. We have scored their performance on 14 key elements of a strong brand based purely on our perception.

We found a number of key trends that highlight why firms scored higher than others as well as some interesting stories and case studies that we felt others could learn from.

“We are seeing the benefits of a simplified, unified brand. As we travel and talk with entrepreneurs, intermediaries and LPs in Asia, Europe and the United States, our brand is resonating. Our simple and clear message of high integrity and trust helps us. We are leveraging our new brand in social media, investor communications, and in the press, and it is something that is part of our DNA”.

Aaron Rudberg – Partner, Investor Relations
Baird Capital

“We are seeing the benefits of a simplified, unified brand. As we travel and talk our brand is resonating. Our simple and clear message of high integrity and trust helps us. It is part of our DNA.”

Aaron Rudberg – Partner, Investor Relations
Baird Capital

“We are seeing the benefits of a simplified, unified brand. As we travel and talk our brand is resonating. Our simple and clear message of high integrity and trust helps us. It is part of our DNA.”

Aaron Rudberg – Partner, Investor Relations
Baird Capital

Tips and Advice

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

Tips and Advice

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

Five ways to create and share original content

Demonstrating expertise, sharing opinions and conveying personality helps a firm to stand out from the crowd and push business growth. We found five areas where firms are already performing well.

Five ways to create and share original content

Demonstrating expertise, sharing opinions and conveying personality helps a firm to stand out from the crowd and push business growth. We found five areas where firms are already performing well.

Maximize your visual appeal

You never get a second chance to make a first impression. Ensuring your website design aligns with your brand is a must. Appealing visuals will encourage visitors to explore your website further, learn more about your firm and develop positive brand equity.

Choose your images wisely

55% of private equity firms that we analyzed had a city scene image on their website, of which 58% had it as their predominant image. Choose your imagery wisely, it should complement your brand and content as well as helping you differentiate your brand from your competition.

Establish your position early

Ensure your firms name and your position, what you do and who for, is clearly visible as early as possible. People need to know they have reached the right place, but also they need to know what you stand for otherwise they will leave your site and never return.

Be responsive

People view websites on large screens and through their smartphones. Last year, 50.3% of worldwide web traffic was generated through mobile phones. Websites need to be visually attractive and function well on any size screen.

Have a style and stick to it

Align your visual identity with your brand values, personality and positioning. Your website and social media platforms should be designed to deliver a consistent experience.

Employ testimonials

According to research by Nielsen, 92% of people will trust a recommendation from a peer. Try using testimonials in a variety of ways such as videos and written, on both website pages and social media platforms to improve your credibility.

Put the user first

Establishing a clear information hierarchy helps visitors to navigate their journey. Use headlines that clearly outline what the content is about and catchy sub headings that grab attention, to signpost visitors to a fulfilling and purposeful visit.

Maximize your visual appeal

You never get a second chance to make a first impression. Ensuring your website design aligns with your brand is a must. Appealing visuals will encourage visitors to explore your website further, learn more about your firm and develop positive brand equity.

Choose your images wisely

55% of private equity firms that we analyzed had a city scene image on their website, of which 58% had it as their predominant image. Choose your imagery wisely, it should complement your brand and content as well as helping you differentiate your brand from your competition.

Establish your position quickly

Ensure your firms name and your position, what you do and who for, is clearly visible as early as possible. People need to know they have reached the right place, but also they need to know what you stand for otherwise they will leave your site and never return.

Be responsive

People view websites on large screens and through their smartphones. Last year, 50.3% of worldwide web traffic was generated through mobile phones. Websites need to be visually attractive and function well on any size screen.

Have a style and stick to it

Align your visual identity with your brand values, personality and positioning. Your website and social media platforms should be designed to deliver a consistent experience.

Employ testimonials

According to research by Nielsen, 92% of people will trust a recommendation from a peer. Try using testimonials in a variety of ways such as videos and written, on both website pages and social media platforms to improve your credibility.

Put the user first

Establishing a clear information hierarchy helps visitors to navigate their journey. Use headlines that clearly outline what the content is about and catchy sub headings that grab attention, to signpost visitors to a fulfilling and purposeful visit.

“The unified brand is also important internally, as we have seen a lot more collaboration in idea generation, human capital and sourcing transactions. It allows us to have a single culture and framework. It has given us more opportunities, and helps everyone understand that our relationships extend globally.”

Aaron Rudberg – Partner, Investor Relations
Baird Capital

“The unified brand is also important internally. It allows us to have a single culture and framework. It has given us more opportunities.”

Aaron Rudberg – Partner, Investor Relations
Baird Capital

“The unified brand is also important internally. It allows us to have a single culture and framework. It has given us more opportunities.”

Aaron Rudberg – Partner, Investor Relations
Baird Capital
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 I 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 I link in the footer below.

“Instead of viewing brand building as a one-time event focused on a new logo and website, many private equity firms are embracing active brand management, and regularly revisiting their brand, messaging and website, with 35% updating it annually and another 35% updating their brand every two to three years.”

BackBay Communications, 2014

“Instead of viewing brand building as a one-time event focused on a new logo and website, 70% of private equity firms say they plan to revisit their branding and communications every one to three years.”

BackBay Communications, 2014

“Instead of viewing brand building as a one-time event focused on a new logo and website, 70% of private equity firms say they plan to revisit their branding and communications every one to three years.”

BackBay Communications, 2014
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To return to this page use the Benchmark in Private Equity I link in the footer below.