Coca-Cola, Apple, Amazon and Google are some of the most valuable brands in the world. Their brands are without question among their most important assets, influencing consumer behavior, creating shareholder value and driving growth.
What about private equity firms? Surely, many of their portfolio companies are committed to creating strong brands. But how important is a unique and compelling brand for private equity firms and to what extent does it drive successful fundraising, deal flow and recruiting abilities? What are the most effective ways to build a brand, and which firms do it best?
When surveyed two years ago by PitchBook and BackBay Communications, respondents said limited partners (78%) and CEOs of target portfolio companies (68%) are the most important audiences for firms when developing a strong brand, followed by investment bankers (62%). In that survey, only 7% of PE firm respondents indicated they made use of Twitter, Facebook, LinkedIn or YouTube to enhance their brand. However, 30% of those questioned said that while they did not use social media they would like to in the future.
What has changed in the last two years? Has the heightened visibility of private equity made PE firms duck and cover, or has it facilitated steps to improve education about the industry?
To explore these issues, PitchBook and BackBay Communications have teamed up for a third time to poll the private equity community on private equity branding. Please click on the link below to share your thoughts in this brief 5-minute survey. A white paper and full results will be shared with all survey respondents. Thank you in advance for your participation.