Basic Branding & PPT Presentation for Funds
2024
Brand Requirements
The fund world is so competitive that having a strong visual brand is an important attribute to have.
Define your brand | Start by clearly defining what you are looking to achieve - your focus, values, personalities and investors. Logo design | Distinctive and memorable logo reflects a brand's essence. Simple is best. Brief is integral to getting this right. Colour palette | Choose a colour scheme that you like, but don’t go too far off the reservation. Blue is safe, red unsurprisingly more exciting. Provide choice for use in charts.
Typography | Select fonts that complement your brand's personality and legible across different media. Consider using a combination of fonts, such as a primary font for headlines (serif) and a secondary font (sans serif) for body text, to create visual hierarchy and interest. Go mainstream for PPT and more adventurous if you are using publishing software.
Imagery and graphics | Determine the types of imagery and graphics that best represent your business. This includes type of photography, which may be an interest or a reflection of geography, investment, abstract; the same with infographics, icons or patterns.
Consistency | Maintain consistency in your visual brand elements across all touch-points. This includes using the same logo, colours, typography, icons and imagery on a website, factsheet, presentation, etc. While we like InDesign documents, it makes sense for fund documents to be Microsoft based for ease of use.
Brand guidelines | Establish brand guidelines or a style guide to set out the rules.
The Rule of Three & Fund Presentations ‘Omne trium perfectum’ | keep it simple
1. 2. 3.
1
2
The Fund
Opportunity Set
What the fund is setting out to achieve Set out the important fund facts The people, track record and history that backs this up
Investors want a clear and concise story, so be up front. It is important to win over the audience in the first few slides - why the investor should be interested and why it should be you. Experience is important - this is more than years, it is track record. If this is a family office, then the chance are, it is important to lead with an ESG angle. Approach this from an investor’s perspective.
+ contact details
1. 2. 3.
3
Investment Process
Why the thesis provides good investment opportunities in today’s markets Why this team is better placed than other managers to find these opportunities How the team goes about finding these opportunities
1. 2. 3.
This is getting into the meat of the fund story. It is about providing the colour on the opportunities and where the alpha lies. Too many funds say the same thing - back it up/ prove it. This is your competitive advantage over other managers. Use case studies to present the opportunity and remind the audience why you are better placed to invest in this space.
Break down the robust investment process Outline the fund structure Name the fund counterparties being used
If you can win over the investor with the team and the opportunity set, they invariably want to know that there is a proper business and process behind this side, and the required level of risk management/ transparency and communication.
Appendices Sources, full biographies, additional charts and case studies
Brand
With so much competition in the asset management space, a memorable brand is a valuable asset that is repeatable: consistent use of fonts, tight colours, relateable photography and infographics, and easyto-understand collateral are all prerequisites. For any presentation, this must be editable over time and concise, tweaked according to audience and be made to look like a professional booklet. The presentation and factsheet should maintain a similar look.
Brodie Consulting Group At its heart, Brodie Consulting is an alternatives and commodity focused financial services marketing and communications firm. Over the years, the team has worked in multiple markets, across many situations and believes that it can always add fresh views to any strategic thinking. To help achieve the best results, Brodie Consulting also works with a network of trusted partners. Alastair Crabbe launched Brodie Consulting in 2019 and has over 25-years experience in marketing and communications, including 12-years heading-up the marketing and communications at Permal and Marex. Brodie Consulting, alongside Capricorn Fund Managers and RQC Group is responsible for The Alternative Investor, a monthly journal, with a 4k circulation, that writes about the latest goings-on in the alternative investment world.
T. +44 (0) 778 526 8282 E. acrabbe@brodiecg.com
www.brodiecg.com