How can you build a brand that stands out in private equity fundraising?

Start with purpose before vision and mission. Purpose distinguishes itself from vision, and understanding the "why" behind your actions is crucial. It helps maintain focus on your purpose when making decisions. #farmersmindset

Those would be the basics of brandings, there are so many other ways to create a strong brand strategy and identity. As mentioned, start with the why ? what need are you answering and how. We call this brand perceptions. What the market and consumers are in need of and how does you brand answers those perceived needs. Those needs will be answered from a Brand & Company pov as well as from a Product and Features/Benefits. From there, it will be much easier to shape your brand platform, brand persona, messaging and content/community pillars. But as well to better understand what should be done to get people to buy your products or services.

This section is more about building your business, then a brand. Answering these questions help you determine if you have a viable product or service that would deliver an ROI to yourself or an investor to begin with. (Private Equity Firms should know this better than most.) Your business should be created/powered by the research and your "brand," should easily sum up the benefits and conveyed through the collective "voice" of your target audience.

Keep in mind that more than showing to them that you understood their goals, what they really want to know is what needs are you answering and how are you going to make your business idea a success ! At the end of the day, it's all about how are you going to attract customers and generate revenues

Build a strong business model first that clearly outlines the ROI. This is main expectation of any investor! The higher that return, the easier to reach your "target investor."

The most important aspects of brands in private equity are quality of work, aligned incentives, team, experience, consistency and track record.

I love telling stories from my travels. It's pretty obvious to the listener that the cuisine is my favorite part, because I get very detailed about it. Details establish credibility and trust, and the passion behind it.

I’ve done all this before. Then I started my own company and thought this was also the best place to start, so that’s what I have done. How much have I used? Not a lot. We’re very clear about the where we sit in the market (proposition), how we are different to the competition (positioning) and what we want to achieve (vision - although it’s very simple). Have these been the most fed back, or powerful starting point? No. Our brand. We’re called LemonEdge. We’re yellow. Imagine sitting around a table with an LP and 8 other GP firms. All called WhiteThis, or XFP that… then you’ve got LemonEdge. Who is going to be remembered? And that’s the start. Being distinctive (with reason). Before they consider you. They need to know you.

Agree with Jamie. I have always been a Brand Strategist, studied it at school and worked many year in world-class agencies applying to my clients everything you just read in this article. A year ago when it came to launching my own brand, all of this didn't make sense. Or at least, didn't brought value at the start. Don't spend too much on shaping a brand story that may change in 6 months, don't be too controlling and let your brand evolve with its customers, community and market. Get it out there, beta test, ask questions, get feedback and then shape, reshape and stay open to change :)