Building brand and reputation for asset managers

Firms of all sizes have the potential to stand out by focusing on six key components that drive meaningful connections, differentiate their brand and resonate with clients. These efforts not only elevate brand perception but also translate into tangible business outcomes, enhancing growth and client loyalty.

The key components are:

1. Value proposition: Define your brand

   A clear, unique value proposition is crucial for brand recognition. With more choices than ever, simply assuming visitors understand your brand is not enough. This should answer the all-important questions of ‘the who, the what and the why.’ Be bold and try to differentiate your proposition.
   
   

2. Your voice: Thought leadership

   Using your voice to deliver high-quality thought leadership, educational material, viewpoints, conversation guides and research, positions you as the trusted industry expert and fosters stronger client relationships and loyalty.
   
   

3. Surface humanity: Showcase expertise

   Showcasing your humanity from your fund managers and team, through to your employees, provides human-centric content and builds trust and enhances client engagement. Your people are the physical embodiment of your brand, so allow your clients to see and hear from them.
   
   

4. Demonstrate choice: Highlight specialties

   Be very clear and succinct in the presentation of your capabilities, strategies and funds. Logical and intuitive navigation on your website will enable clients to find relevant content quickly and accurate descriptions will assist with discovery through search. If you have a specialism and want to be known as such, promote it clearly.
   
   

5. Useful technology: Elevate user experience

   Embracing the opportunities that evolving technology presents provides both transparency and an enhanced user experience. For example, digital and interactive data tools enable your clients to actively engage with your data. In addition, AI-driven  search capabilities help deliver precise results and enable users to seamlessly sort relevant information and insights.
   
   

6. Meaningful performance: Measure impact
   

   As clients increasingly expect personalised engagement, asset management firms must adapt their KPIs to effectively track and measure conversions and engagement, aligning marketing efforts with tangible business outcomes. This year’s Ratings shows that asset managers are beginning to personalise content, where appropriate, which is a critical step towards increasing content consumption, lead generation and ultimately, business growth.

How has your firm scored?

If you would like to find out how your firm has ranked, please contact Mark Stephenson to arrange a meeting with one of our Ratings specialists in the U.S., Europe or Asia.