Individually, growth-oriented assets in a portfolio might have gotten by with just a logo, font and color palette. This is particularly true in the business-to-business space. The company that brings them together, though, has the resources to think about moodboard images, logotype variations and taglines. It can amplify awareness of each holding by providing them a shared look-and-feel, so that when one asset’s reputation is enhanced, all assets’ reputations are enhanced.
This ability to leverage marketing collateral is what differentiates one aggregator from another in the minds of both investors and customers. Consistent branding carries across an array of touchpoints: business cards, brochures, letterhead and conference swag as well as other marketing tools.
Instantly familiar cues can make each of a portfolio company’s unique assets – together and separately — more recognizable and thus more valuable. Darien Group understands that every missed opportunity to advance or defend a brand is an instance in which that brand’s value is diluted.