BRANDING AS A PORTFOLIO SERVICE
• BRANDING AS A PORTFOLIO SERVICE • BRANDING AS A PORTFOLIO SERVICE • BRANDING AS A PORTFOLIO SERVICE • BRANDING AS A PORTFOLIO SERVICE • BRANDING AS A PORTFOLIO SERVICE • BRANDING AS A PORTFOLIO SERVICE • BRANDING AS A PORTFOLIO SERVICE • BRANDING AS A PORTFOLIO SERVICE
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WHY BRANDING AS A PORTFOLIO SERVICE?
Almost all private equity strategies need effective communication in order to succeed. Branding and digitalisation have become key tools in the modern private equity toolbox.Typical situations when communication can be a powerful value creator:
- Mergers
- Carve-outs
- PE multiple arbitrage
- IPOs
- Sale of portfolio company
WHY CAN’T WE LEAVE THIS TO OUR PORTFOLIO COMPANIES?
Communication departments and creative consultancies lack the necessary experience required to realise your investment thesis. Branding projects as a portfolio service needs to be run by private equity literate branding experts and directed by the troika.Common reasons why branding fails within private equity:
- The communication department does not even have access to the investment thesis
- The communication department can’t shift mindset from what the company is to what the company needs to become
- The branding process is not efficient enough with the investors’ time
HOW CAN WE DO THIS WITH MINIMAL INTERNAL EFFORT AND RESOURCES?
We act as your outsourced team according to a bespoke process taking up minimum investor time and working on the portfolio companies’ already existing communication budgets’.Common elements in a bespoke process for branding as a portfolio service:
- Analysis of potential and new portfolio companies: Trademark rights, SEO and availability, representation of thesis and sustainability communication
- Transformation to ultimate objective and brand management during the investment period
- 1 hour of the lead investor’s time for the full process
WHAT OTHER BENEFITS ARE THERE?
- Increases attractiveness
- Offering your portfolio companies branding as a portfolio service positions your firm as progressive and makes you a more attractive investor.
- Safeguards against disaster
- Mature branding and sustainability communication acts as a safety net when disaster hits or when caught in the media’s eye.
- Sharpens assessments
- Having an expert brand team in-house allows you to better assess potential investments when brand, culture and and digital are key components in the assessment.
- Research clearly shows that well branded companies:
- - Have higher productivity and workforce retention due to increased motivation
- - Higher growth rates and innovation due to clarity of direction
- - Lower workforce and supplier costs due to attractiveness
Experience from every investor scenario
A full service partner
from start to finish
Strategy
- Brand architecture
- Brand platform
- Brand positioning
- Naming
- Communication strategy
- Content strategy
- Social media strategy
- Technical strategy
- Change management program
- Qualitative & quantitative research studies
Design
- Visual identity
- Verbal identity
- Bespoke typeface
- Iconography
- Illustrations
- Motion design
- UX/UI design
- Packaging
- Websites and apps
- Retail/ Environmental
- Guidelines/ Brand portals
Content
- Copywriting
- Scriptwriting
- Photography direction & production
- Motion video direction & production
- SEO Campaign
- Marketing plan
- Content plan
- Social media plan
- Implementation plan
- Design templates
- Office templates
Technology
- Front-end development
- Back-end development
- App development (iOS/Android)
- Prototyping
- Integration support
- Growth Marketing
Legal
- Freedom to operate search
- Pre-file search
- Trademark portfolio
- Surveys
- Commercial marketing
- Protection
- Monitoring Agreements
- Digital legal guidance