As a fund manager, your performance and your AUM are the most important things to you.
Most will say that these are the only components that attract people to invest with you.
There are thousands of funds in the US alone. Performance and AUM are still your lifeblood, no doubt. But in this competitive industry, it may not be enough to set you apart from the rest. There’s a need now to differentiate in a unique way. A way that not only catches an investor’s eyes, but also conveys your firm’s inherent characteristics. An image… more specifically, a brand to identify with.
Raising capital isn’t easy. If it were, everyone in the world would be doing it. But here’s the juicy bit: you’re passionate about what you do. Doing what you’re passionate about makes it simpler, more exhilarating, and more fulfilling.
Have you had the chance to interact with people who work at Google or Apple? More often than not, they’ll say that they love their job. A part of it comes down to joy in the work itself, but the other part is having the opportunity to say to people: “I work at Google”.
Being passionate about your work is critically important, so why not take it one step further and show that passion to others? Brand equity is an incredibly powerful tool. It improves not only the quality and efficiency of the firm, but it also proves to investors, through your brand strategy, that you are passionate about what you do. It shows that you care and with that, comes great work and better results.
Invest in your brand, transfer the passion you have into your brand and let investors see that passion.
Marc Antony once said “If you do what you love, you’ll never work a day in your life”.
I couldn’t agree more.
By Roderick Moy