Why now is the time for the Family Office Brand
Why on earth would I invest in a brand when I want to remain private?
A common response when people first hear the words ‘Family Office Brand’ as the immediate assumption is that a brand is a public facing element designed to promote and advertise your organisation.
The truth is everyone has a brand, everyone has a reputation.
From your term sheet to the people you hire, to the types of investments and partnerships you make, it all reflects who you are and what you stand for. As Jeff Bezos famously said, “your brand is what people say about you when you're not in the room.”
So why is this relevant for Private Clients and Family Offices now?
As the sector continues to grow exponentially, family offices are facing:
+ More competition for deals and talent.
+ More scrutiny from the media.
+ More expectations to create positive impact.
+ More complexity from within.
How family offices adapt to meet these new challenges and opportunities will shape their future success. Enter the untapped potential of a Family Office Brand.
A well-crafted brand can help create clear competitive and reputational advantages. Much like in the venture space 10-15 years ago, building a strong brand can help family offices signal the impact they seek to make in the world and drive credibility and trust in order to attract the best opportunities and talent.
Defining a Family Office Brand
A family office brand is values-driven not visuals-driven.
A values-driven brand is a strategic asset that should build on the Family Charter to ensure consistency between internal governance and external identity. It helps crystallise the values and mission of the family, their wealth story and the impact they wish their wealth and legacy to have.
Once you can articulate your brand and values in this singular and compelling way, much like in any other organisation, the broader impact is wide-reaching:
The Benefits of a Family Office Brand
What’s more, a strong brand should drive alignment internally as much as it cultivates reputation externally. In summary, a Family Office Brand drives:
EXTERNALLY
A strong competitive advantage:
Enhances credibility and reputation for direct/co-investments and attracting talent.
Proactive reputation management:
A clear narrative and brand purpose helps protect and elevate the family’s legacy.
INTERNALLY
Drives operational efficiency:
Creates clarity so that all stakeholders are making decisions consistently with momentum.
Turbocharges succession planning:
Defines a cohesive vision that unifies generations with a purposeful wealth story.
A word on privacy
A Family Office Brand can exist to maintain your privacy. In today’s age, it is far riskier for families not to be the author of their own wealth story. Indeed, a well-crafted brand can help family offices be in far greater control of what is shared and made public should privacy be of importance.
Curious to learn more?
We help Private Clients and Family Offices proactively leverage their brand and reputation to preserve their wealth and legacy in these rapidly changing times.
Get in touch to learn more.