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


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 and quantitative research studies

Content

Copywriting Scriptwriting Photography direction and production Motion video direction and production SEO Campaign Marketing plan Content plan Social media plan Implementation plan Design templates Office templates

Law

Freedom to operate search Pre-file search Trademark portfolio Surveys Commercial marketing Protection Monitoring Agreements Digital legal guidance

Design

Visual identity Verbal identity Bespoke typeface Iconography Illustrations Motion design UX/UI design Packaging Websites and apps Retail/ Environmental Guidelines/ Brand portals

Technology

Front-end development Back-end development App development (iOS/ Android) Prototyping Integration support

Are you interested to learn more about how branding can add value to your portfolio?

GET IN TOUCH WITH OUR CEO ALEX HOLMÉN