Article n°2 - 10 min

The ROI of branding for asset managers

How to build a strong brand

Your Investor Value Proposition

1 — Refine your Brand DNA

Your firm’s vision

One way to begin this process is to think about your company’s purpose. It answers the question of why the firm exists and what it aims to achieve. A clear and compelling vision statement helps to inspire both employees and clients by providing a sense of direction and purpose.

It needs to be:

Authentic – ties back to what you do
Inspiring – connects with employees and customers emotionally
Shared – creates connection and builds community
Actionable – lived every day

Your value proposition defines what sets your firm apart from competitors and why clients should choose you. It highlights the unique benefits and advantages that your firm offers. A compelling value proposition statement effectively communicates your firm’s strengths and differentiates it in the market.

Your Investment Philosophy

Your investment philosophy outlines the approach and principles that guide your investment decisions. It explains how the firm selects and manages investments and reflects its commitment to delivering value. A clear investment philosophy helps clients understand your approach and builds credibility.

Your firm’s brand personality

Brand personality refers to the human traits and characteristics that are associated with your firm. It shapes how clients perceive and relate to your brand. It also includes the tone of voice associated to your personality that you will use when communicating your Investor Value Proposition and creating content. Defining a clear brand personality helps to create a consistent and relatable image that resonates with your Ideal Investor Profile.

Firm origin story

The firm story is the narrative that captures the history, evolution, and milestones of your firm. It provides context for your brand and helps to build a connection with clients by sharing the journey and achievements that have shaped your organization. A compelling firm story adds depth to your brand and enhances client engagement.

In your industry, performance is often the primary focus, but branding plays an equally crucial role in differentiating firms, building trust and establishing long-term client relationships.

A strong brand is more than just a logo or a tagline; it’s a precious asset that enhances visibility, builds trust and loyalty, and helps you articulate why your firms is different from the rest (which is key given that investors are now inundated with choice).

Asset management firms need to leverage branding not only to highlight their financial expertise but also to connect with clients on an emotional level. In this article we’ll go through how to build a strong brand and the value it brings to asset managers to do so.

Brand DNA is the essence of your firm's brand. It contains the core elements that define who you are, what you stand for, and how you differentiate yourself from competitors. It serves as the foundation for all branding efforts and guides how your firm is perceived by clients, prospects, and stakeholders.

Your Ideal Investor Profile

Just like a master tailor needs precise measurements to create the perfect suit, knowing your target clients allows you to lay the groundworks to build a strong brand that resonates with them.

We call this your Ideal Investor Profile (IIP). In this profile you describe your ideal investor as in much detail as you can (occupation, challenges, fears, goals and desires, risk tolerance and time horizon).

Every step of building your brand depends on knowing who your Ideal Investor is.

Your values

Core values are the principles that guide your firm’s behavior and decision-making processes. They reflect what your firm stands for and shape its culture and interactions. In asset management, values might include integrity, transparency, client-centricity, and innovation. Clearly defined values help build trust with clients and ensure that all actions and communications are aligned with the firm’s ethical standards and expectations.

Your firm’s name

Your name is more than just a label; it's a first impression.

It should be simple, unique, memorable, meaningful, and reflective of your firm’s DNA.

A well-chosen name can make you stand out and stick in your people’s minds. It’s an assurance that your firm in particular is trustworthy and credible.

Avoid using generic terms like "Capital," "Financial," "Investment" or “Management” because they can make your firm blend into the crowd. They don’t differentiate your brand and are so common that they can be easily forgotten or confused with others.

Your messaging

Brand messaging refers to your tagline/slogan and the Investor Value Proposition pillars that you will use in all marketing materials, client communications, and articles. Effective brand messaging ensures that your firm’s key messages are consistently communicated and resonate with your target audience. A memorable tagline is a strong tool to communicate your value to clients in a few words and if done right, it can boost your differentiation.

Brand storytelling

Brand storytelling is a brand building technique that consists in using stories (in which the hero is your ideal investor) to convey information.

It allows you to simplify and distill complex data into simple, relatable terms. Storytelling makes it easy for the brain to remember information and to react emotionally. No wonder people have been telling stories for centuries and continue to do so. It’s a proven system and it’s effective. The best stories draw you in and make you want to become part of the hero’s journey.

The Brand Body is what people see and represents the visual and tangible elements. It’s the physical manifestation of your brand DNA and plays a crucial role in how your firm is perceived.

2 — Design a distinctive Brand Body

Logo

The logo is a central component of your Brand Body. It serves as the primary visual symbol representing your firm and should be simple, distinctive, memorable, and reflective of your brand’s DNA. A well-designed logo helps establish brand recognition and conveys professionalism and reliability. It should be versatile, working well across various applications from digital platforms to print materials.

Typography

Typography involves the selection of fonts and typefaces used in your branding materials. The choice of typography affects readability and the overall perception of your brand. Consistent use of typography helps create a cohesive brand body and supports brand recognition. The selected fonts should reflect your brand’s personality and complement other visual elements.

Colour palette

The color palette of your brand consists of the specific colors used in your branding materials and visual identity. Colors evoke emotions that you want convey to your ideal investors, so it’s important to choose a palette that aligns with your firm’s value proposition and personality. A well-chosen color palette also makes you stand out.

Imagery

Imagery and graphics include photographs, illustrations, and other visual elements used in your branding materials. They should be consistent with your brand’s style and help convey your brand’s message and personality. Avoid using stock imagery and images that your competitors also have access to.

3 — Enhance your Brand Voice

This is where you give your brand a voice. In other words what and where will you communicate what makes your brand and firm different from the rest.

The most effective brand voice technique for asset managers is thought leadership through content creation.

Creating content through insightful articles, whitepapers, and market commentaries allows you to educate the market about your firm’s unique value proposition and convey your expertise. It’s also about sharing your perspective on the industry and your thoughts on recent events.

This allows your firm to remain top-of-mind for investors, who see you as an expert in your field.

In today’s competitive job market, asset managers must distinguish themselves to attract top talent, as highly qualified candidates have more employment options than ever before. Employees are the lifeblood of any business so it is crucial to attract the best ones.

Employer branding involves defining and promoting a company's reputation, values, culture, and unique attributes to potential and current employees.

By conducting audits, defining a compelling employer value proposition (EVP), refining recruitment processes, enhancing online presence, and promoting the brand internally, companies can create a strong employer brand.

A strong employer brand helps to attract more qualified candidates, reduces hiring costs, and minimizes turnover, all of which are essential for asset management firms aiming to maintain a competitive edge.

4 — Define your employer brand

The ROI

Establishes trust and credibility

Gaining the trust on investors in asset management is paramount.

A brand with a strong body signals to potential investors that the firm is reliable, transparent, and professional.

One with a strong DNA convinces investors that your firm is the only one they should go to to reach their goals and alleviate their pains.

Makes you stand out

Given how competitive the asset management market is, standing out is key.

Effective branding is not just about being noticed; it’s about being remembered. Differentiation through your brand DNA, body and voice helps you carve out a unique space in the minds of potential investors.

Enhances investor loyalty

A strong brand can foster client loyalty by creating an emotional connection and reinforcing the firm’s value proposition over time.

Firms that regularly communicate their commitment to client success and maintain a consistent brand message are more likely to build lasting relationships and enjoy high levels of client retention. Effective branding helps clients feel valued and understood, contributing to overall loyalty and satisfaction.

Makes top talent more accessible

An asset manager’s brand can also be used to attract the best candidates through employer branding.

Employer branding is about making the case why should top talent work at your firm and what benefits outside financial compensation can they expect to get.