Welcome!

News Feed Item

Brand Strength Becoming Increasingly Important for Sourcing Private Equity Deal Flow

Private equity professionals say developing a strong brand is increasingly important when it comes to investing in companies and hiring employees, according to a new study by BackBay Communications, a strategic financial services branding, marketing and public relations firm, and PitchBook, an independent research firm providing premium data and analysis to the private equity industry.

“For fundraising, deal sourcing and attracting employees, a recognized and trusted private equity brand makes it easier for firms to succeed in a very competitive market,” said Bill Haynes, president, BackBay Communications. “Private equity firms are increasingly coming to recognize how important it is to build a strong brand and actively manage their firm’s reputation.”

The study, Private Equity Brand Equity III, surveyed 290 private equity general partners, limited partners, fund of funds, placement agents, investment bankers, intermediaries, lawyers and consultants serving the private equity industry in the U.S. and Europe concerning their attitude and approach to branding. It found that there was near unanimity (98%) about the importance for private equity firms to have a strong brand. 92% said a strong brand helps private equity firms source deals, with a similar proportion saying it helps them raise new funds. Four in five (81%) also said a strong private equity brand helps attract and retain talent.

“The industry is much more sophisticated now than it was even just ten years ago and a strong brand is a critical differentiator,” said Graham Hearns, Managing Director of Global Marketing/Communications and Talent Management at The Riverside Company. “Sellers are extremely sophisticated these days. They understand the asset class and have lots of great choices. As they thoroughly evaluate their options, having a strong brand that keeps popping up in a positive way that has real teeth and attributes is critical.”

Building the brand

While performance (81%) remains the single most effective way to build a strong brand, respondents are increasingly recognising the importance of investing in active brand management. The proportion of respondents citing the importance of investing in IR to building a strong brand has more than doubled to 33% in this year’s study, while PR (up 86%), marketing (up 69%) and advertising (up 154%) have also seen dramatic increases.

“Brand is important – no doubt about it,” said Lee Gardella, Managing Director of Adveq. “Institutions are more comfortable buying brand. Firms need to develop a brand they want to be remembered for. You should be out there marketing the firm in between fundraising cycles. It makes the fundraising less painful and can be the difference in shortening the fundraising cycle. It won’t cover for bad performance, but if you set the right tone with the right information and talk to the right people it could help beyond the numbers. When you are deciding which funds to include in your commitment plan, you may say that all things being generally equal I find this group more comfortable to work with and I’ve been talking to them for the last two years.”

A growing recognition of the value of a strong brand is being reflected in the budgets of private equity firms and others working within the industry. In the next 12 months, 56% are planning to invest more in their marketing materials and website, 44% to invest more in investor relations, and 34% to invest more in public relations.

Brand enhancers

In keeping with this focus on brand management, many private equity firms regularly revisit their brand identity, messaging and website with 35% updating it annually and another 35% updating their brand every 2-3 years. New fund raising and change in firm leadership are the main precipitators for brand re-examination.

Survey respondents say conference speaking (67%), personal meetings (67%), websites (55%) and news releases (50%) are the main areas of focus for brand building.

Social media usage up

The private equity community is starting to embrace social media. Regular social media activity by PE firms increased from under 7% on 2011 to 12% this year. One-in-three firms now has a social media presence to enhance their brand, with the most frequently used tools including Twitter, Facebook, LinkedIn, YouTube or a company blog. Another 20% said their firm currently does not use social media, but they would like to start.

“Social platforms such as Twitter and YouTube are on the cusp of becoming a recognised part of the private equity communications tool kit,” said Toby Mitchenall, London-based director of BackBay Communications. “One-in-five of the world’s largest private equity firms is now actively tweeting, for example. A further one-in-five have registered their profiles but have yet to start tweeting. We estimate a good many more are using Twitter and other social media platforms in a passive way: as a listening post to gauge opinions of them, their portfolio companies and the industry in general.”

Key audiences

Across the board, survey participants see private equity firm brand strength as increasingly important with all of their audiences. CEOs of target portfolio companies and employees notched noteworthy double-digit gains reflecting a competitive deal sourcing and hiring environment. According to the survey, the key audiences for a strong brand are:

  • Limited Partners: 86% (vs. 78% in 2011)
  • CEOs of target companies: 84% (vs. 68% in 2011)
  • Current and potential employees: 68% (vs. 40% in 2011)
  • Investment bankers: 65% (vs. 62% in 2011)
  • Lenders: 65% (vs. 50% in 2011)
  • The media: 31% (vs. 19% in 2011)

"We have seen many PE firms focusing on specialization when it comes to branding, emphasizing specific sectors, operational expertise or a particular way they source and structure transactions,” said PitchBook Founder and CEO John Gabbert.” Recent regulatory changes around general solicitation should only lead to more active brand-building in the future."

Survey methodology

The online survey was answered by 290 professionals involved with private equity, including 146 private equity/venture capital firm representatives, 50 investment bankers/intermediaries, 64 service providers (lawyers, accountants, consultants, lenders), 15 placement agents, eight fund of funds and seven limited partners.

Private Equity Brand Equity III white paper

For a white paper examining this private equity branding research in detail, please go to: http://www.backbaycommunications.com, and click on “Private Equity Brand Equity III white paper,” or click Here.

About BackBay Communications

BackBay Communications is an independent strategic branding, marketing and public relations firm focused on the financial services and professional services sectors. BackBay has represented more than 30 private equity firms in addition to leading private equity associations ACG and SBIA. BackBay offers a unique combination of content and creativity. BackBay’s services include public relations, branding, website development, marketing materials, videos, advertising and social media. BackBay is highly regarded for its thought leadership initiatives and relationships with the major business media. With offices in Boston, London and New York, and international agency partnerships, BackBay serves companies around the world. For more information, please visit: www.backbaycommunications.com

About PitchBook

PitchBook Data, Inc. is an independent research firm providing superior intelligence on the private equity industry. As a specialty-focused resource, PitchBook's core strength is its ability to meticulously collect, organize and analyze hard to find private deal data. PitchBook's mission is to provide its clients with the highest quality information on the entire private equity lifecycle, including the LPs, investors, strategic buyers, IRRs/fund returns, private deal valuations, exit analysis, advisors and people involved - plus fundamental data for doing comps analysis - all in a state of the art online platform that is powerful and easy to use. For more information, please visit: www.PitchBook.com.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
Your business relies on your applications and your employees to stay in business. Whether you develop apps or manage business critical apps that help fuel your business, what happens when users experience sluggish performance? You and all technical teams across the organization – application, network, operations, among others, as well as, those outside the organization, like ISPs and third-party providers – are called in to solve the problem.
Digital transformation is too big and important for our future success to not understand the rules that apply to it. The first three rules for winning in this age of hyper-digital transformation are: Advantages in speed, analytics and operational tempos must be captured by implementing an optimized information logistics system (OILS) Real-time operational tempos (IT, people and business processes) must be achieved Businesses that can "analyze data and act and with speed" will dominate those t...
While DevOps promises a better and tighter integration among an organization’s development and operation teams and transforms an application life cycle into a continual deployment, Chef and Azure together provides a speedy, cost-effective and highly scalable vehicle for realizing the business values of this transformation. In his session at @DevOpsSummit at 19th Cloud Expo, Yung Chou, a Technology Evangelist at Microsoft, will present a unique opportunity to witness how Chef and Azure work tog...
Almost two-thirds of companies either have or soon will have IoT as the backbone of their business in 2016. However, IoT is far more complex than most firms expected. How can you not get trapped in the pitfalls? In his session at @ThingsExpo, Tony Shan, a renowned visionary and thought leader, will introduce a holistic method of IoTification, which is the process of IoTifying the existing technology and business models to adopt and leverage IoT. He will drill down to the components in this fra...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...
As ridesharing competitors and enhanced services increase, notable changes are occurring in the transportation model. Despite the cost-effective means and flexibility of ridesharing, both drivers and users will need to be aware of the connected environment and how it will impact the ridesharing experience. In his session at @ThingsExpo, Timothy Evavold, Executive Director Automotive at Covisint, will discuss key challenges and solutions to powering a ride sharing and/or multimodal model in the a...
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
We’ve been doing it for years, decades for some. How many websites have you created accounts on? Your bank, your credit card companies, social media sites, hotels and travel sites, online shopping sites, and that’s just the start. We do it often without even thinking about it, quickly entering our personal information, our data, in a plethora of systems. Sometimes we’re not even aware of the information we are providing. It could be very personal information (think of the security questions you ...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
SYS-CON Events announced today that ReadyTalk, a leading provider of online conferencing and webinar services, has been named Vendor Presentation Sponsor at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. ReadyTalk delivers audio and web conferencing services that inspire collaboration and enable the Future of Work for today’s increasingly digital and mobile workforce. By combining intuitive, innovative tec...
If you’re responsible for an application that depends on the data or functionality of various IoT endpoints – either sensors or devices – your brand reputation depends on the security, reliability, and compliance of its many integrated parts. If your application fails to deliver the expected business results, your customers and partners won't care if that failure stems from the code you developed or from a component that you integrated. What can you do to ensure that the endpoints work as expect...
There is growing need for data-driven applications and the need for digital platforms to build these apps. In his session at 19th Cloud Expo, Muddu Sudhakar, VP and GM of Security & IoT at Splunk, will cover different PaaS solutions and Big Data platforms that are available to build applications. In addition, AI and machine learning are creating new requirements that developers need in the building of next-gen apps. The next-generation digital platforms have some of the past platform needs a...