In asset management, building a brand is far more than crafting a catchy logo or tagline. It’s about clearly defining the value your firm delivers through its products, services, and people. Firms that see their brand as a promise to clients can significantly enhance their market position and foster growth, regardless of size.
A common mistake asset managers make is failing to distinguish themselves from competitors. In an increasingly crowded market, many firms struggle to stand out, making it hard for potential clients to see their unique value. A recent survey by Accenture* revealed that while 97% of asset managers recognize brand as a key differentiator, 26% believe their brand and purpose are indistinguishable from those of other firms.
Source: DeSantis Breindel Brand Influence Guide
Brand Drives Decisions
For advisors and investors, the range of choices in asset management can be overwhelming. A strong brand not only makes your firm recognizable but also influences how it is perceived. This is why a long-term strategy to enhance brand visibility among your target audience is crucial. A well-established brand does more than attract attention; it gives investors a reason to engage with your firm. Whether it's your firm’s values, unique approach to asset management, or diverse product offerings, a compelling brand encourages clients to explore further.
Consistency is Essential
A consistent visual identity is foundational to a strong brand. For asset managers, this means ensuring that all touch-points - from your website to marketing materials - present a cohesive look and feel. This consistency builds recognition and trust. Beyond visuals, consistency extends to the overall experience your brand offers. Whether clients visit your website or read your latest report, they should instantly recognize your firm’s unique identity.
Building Credibility from Thought Leadership
Credibility is built not just on appearance but on substance. Thought leadership is a powerful tool in establishing your firm as a trusted authority. By sharing insightful content—through blogs, articles, videos, or media interviews—you position your firm as a knowledgeable player in the market.
Discussing specific asset classes, investment strategies, or market trends can give your brand an edge and add a human element to your marketing, which is essential for building trust.
Research shows a gap between what asset managers emphasize and what investors seek. While many firms focus on their responsiveness and legacy, investors are often more interested in transparency, thought leadership, and analytical capabilities. Investors want to know how future performance will be sustained, and not just be presented with information about past successes.
Who Are You? Crafting a Unique Brand Narrative
Many asset managers believe their services set them apart, but most firms offer similar products. It’s no longer enough to claim you prioritize client relationships—this is expected. Instead, focus on crafting a unique brand narrative that reflects your firm’s core philosophy, vision, and culture. Clients are more likely to engage with companies that share their values. A strong brand narrative should be clear, consistent, and present in all your communications, from your website content to client interactions.
Educate to Stand Out
Educational content is a powerful brand-building tool. Providing advice-driven material that addresses your audience's needs demonstrates your firm's value. This content helps advisors strengthen client relationships and align with their financial goals. Leading asset managers use digital platforms to offer business-building tips and resources, positioning themselves as valuable partners.
However, avoiding overwhelming your audience with promotional content or standard market commentary is important. A study by Peregrine* found that only 14% of the websites of 100 asset managers contained truly educational, varied content. Focus on quality over quantity, ensuring that your content is tailored to your target audience and is not contributing to the growth of content fatigue occurring in the market.
To conclude, asset managers should clearly articulate their mission and values, both internally and externally. This ensures that the impact of their brand and purpose is not just measured by traditional metrics like customer performance indicators and brand tracking surveys but by how effortlessly clients achieve their financial goals. This approach makes the brand's influence on assets under management both meaningful and measurable.
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