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ARTICLE · 21 APRIL 2022

Three Exercises To Help Make Your Firm More Distinctive

MJ Hudson
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This is a sentiment shared amongst the majority of fund managers – in fact, we did the research as part of our GP and LP online presence survey, and nearly 3 in 4 said this.

United KingdomFinance and Banking
Daniel Daines
Daniel Daines
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"My firm has a distinctive and recognisable brand and voice."

This is a sentiment shared amongst the majority of fund managers – in fact, we did the research as part of our GP and LP online presence survey, and nearly 3 in 4 said this. Even so, we are still seeing the same fundraising clichés being used by GPs.

"We are a unique, top-quartile manager with access to proprietary deal flow."

That's about as cliché as you can get, according to the LPs we spoke to, and having looked over hundreds of websites and fundraising pitchbooks, this language is not alien to us either.

When it comes to messaging your proposition in a distinctive way, it's important to consider the core value drivers of your competitors. The first step towards building a recognisable brand is being able to identify the areas where your firm is different, specifically focusing upon three elements:

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