Investment Management Branding Guide for Mega Managers

The investment management business is intensely competitive. It is hard enough to distinguish yourself, let alone stay in the top echelons. Only a tiny number of investment firms achieve this by raising significant capital over time.

Frequently found in the top 30 or 50 of the PEI Top 300, these firms provide a unique challenge and opportunity for investment management branding.

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Guide to Investment Management Branding for Mega Managers

As our recent articles have explored, the right approach will depend on the firm's size.

Now that we’ve discussed spinout and middle market private equity managers, it’s time to cover branding best practices for large investment firms.

The Varied Landscape

A striking feature of these organizations is their varied structure. Some are publicly traded firms with a clear hierarchical structure and a plethora of fund products.

Despite their size, they have often retained a middle market manager's nimbleness and flat organizational structure.

Navigating the Silos

One important characteristic is that they can be somewhat ‘siloed’ by strategy.

Typically, you interact with a single individual (a portfolio manager, partner, or managing director) in charge of a particular fund.

It is a targeted engagement, often involving developing investor presentation materials and website content.

Adjusting to the Visual Brand

Working within an existing visual brand is a vital aspect to note.

Large firms usually have a robust, regimented brand style guide. Our task is often to modernize the existing template while adhering to the set rules — a challenge we enjoy and excel at.

Mega Managers vs. Spinouts

Interestingly, working with these firms is akin to operating with a spinout.

Most commonly, the group launches the firm’s first fund for a new strategy or business line.

This new strategy or line needs to be articulated in a way that aligns with the firm’s overarching messaging while also differentiating the new fund from the competition.

Consulting on the Pitch

Notably, units within larger groups often want more help crafting their pitch.

Paradoxically, that’s not always the case for smaller firms. Helping these units build their pitch has always been a gratifying assignment for us.

Success within one business unit often leads to referrals within the organization — a fulfilling outcome for us as a small to medium-sized agency.

We take pride in working with some of the largest names in the investment management business.

Conclusion: Investment Management Branding for Mega Managers

Working with Darien Group can take many forms. The best path forward depends on the client’s maturity, size, business objectives, and catalysts for seeking a partnership.

We thrive on helping our clients:

Expand their brand awareness
Raise more capital
Push a differentiated message

These objectives align perfectly with our core mission at Darien Group, resulting in rewarding and fulfilling partnerships.

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