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Out of the 1500 firms studied

68%

of firms are visually very similar and not very memorable.

of firms use generic messaging to describe what they think is their value proposition (“we invest in people” “founder friendly”) which makes them blend in and dilutes their brand.

lack clarity on their superpower.

just talk about themselves as a firm. They don’t highlight the human stories behind the founders & companies they back.

76%

Don’t leverage case studies to describe the initial challenges some of their founders faced and how the firm is helping them now.

Out of the 21 firms we talked to

94%

of them recognised the importance of having a strong perspective and strong visuals to stand out in a crowded VC space.

68%

of them mentioned the need for more humanised brands in the industry i.e firms that feel more approachable to founders, through authentic and clear messaging.

100%

Of the VC marketers we talked to said that their job can be very chaotic : they’re expected to be brand strategists, event planners, copywriters, business developers and manage internal/external comms. Allocating enough time to in-depth brand work can be very challenging.

The state of VC branding

Our in-depth study of your industry through the lens of branding.

1500 firms studied across 12 countries

What we found

89%

93%

64%

88% of founders in a study said that a strong brand can help VCs attract more founders and increase deal flow.

A study on VC branding (DeSantis Breindel, 2021)

Discussions with 21 firms

38%

91%

of firms don’t have a unique perspective on their vertical(s).

74%

Don’t highlight and amplify their team’s credibility well enough. They also don’t explain how founders will benefit from their experience.

of firms don’t have a clear and precise investment thesis.

44%

Of firms who have a dedicated Platform don’t explain how theirs is different.

1 out of 4

firms interviewed had just rebranded and stated that their brand’s appearance / weak value proposition / ability to reflect the firm’s ambition and trajectory were the main reasons behind their brand investment.

Your pitches to LPs aren’t having the impact you’re hoping for.

  • Lower close rates.

  • Prolonged fundraising cycles.

  • Uncertain or inconsistent pitching.

Deal flow feels more sluggish than it should.

  • Lower win rates.

  • Reduced deal flow efficiency

  • Missed access to top-tier founders.

  • Losing deals to firms with a compelling story.

The potential risks

A lack of confidence in your ability to stand out and to control how the market should perceive you.

Feeling undervalued and misunderstood because your edge is unclear and overlooked.