In the asset management world where products look the same and firms blend together, positioning has never been more important. With so many firms vying for investor attention, being on a platform isn’t enough. Asset managers need to create a brand that speaks to their target market. Let’s look at why positioning is key and how investment firms can use it to connect with clients.


Difference and Distinction


When we talk about positioning, two marketing concepts come into play: differentiation and distinctiveness. Both are important for making an asset manager’s brand stand out and be memorable, but they serve different purposes.
  • Differentiation is what makes a firm unique. It’s about creating a value proposition that sets the company apart by addressing a specific need or solving a problem in a way others don’t. For an asset manager, this could be specialising in a particular investment philosophy or offering access to specialist markets.
  • Distinctiveness is about building brand elements that make a firm instantly recognisable. This is about logos, colours, taglines and tone of voice across all channels. It’s about creating a mental link with specific qualities, so when investors think about where to put their money, your brand comes to mind.

The magic happens when both come together. By combining differentiation and distinctiveness, asset managers can carve out their space in the market, attract the right clients, and build lasting brand loyalty.


Why Positioning Matters


The asset management world is a tough place. Products look the same, firms blend together (how many asset management firms seem to have adopted the same shade of Pantone blue?). Firms offer similar funds covering the same asset classes and relying on performance as a differentiator is tough, especially in volatile markets. With so many firms in the game, positioning isn’t just important – it’s essential.


Here’s why:


1. Standing out in a sea of sameness
When firms offer similar products, asset managers need to communicate what makes them different. If a prospective client can’t quickly get why one firm is different from another, why would  they choose it? Positioning highlights the unique areas – whether it’s an investment philosophy, team structure or proprietary research – making a firm more attractive and more memorable.

 

2. Building brand loyalty
Positioning doesn’t just bring in new clients; it keeps existing ones around. When a firm’s value proposition is clear and resonates with its audience, it reinforces why clients invested in the first place. By consistently communicating what sets them apart, firms remind investors why they chose them, even during underperformance.

3. Justifying fees and value
With fees under pressure, clearly articulating what makes a firm special can help justify the cost. Showing commitment to specialisation, exclusive access or a unique investment approach can make it easier to defend the fee structure.

Bringing Differentiation to Life in Marketing


Differentiation isn’t just about products or services; it’s about how firms communicate their unique value to the market. Here are some ways asset managers can bring differentiation to their marketing:

1. Thought Leadership Content
Publishing content that reflects the firm’s unique investment philosophy or specialisation can establish it as a leader. Producing reports or webinars on specialist investment strategies, such as idiosyncratic approaches, can make the firm a pioneer in the field. Offering unique insights reinforces the message that clients get access to exclusive views.

2. Personalised Marketing Campaigns
Instead of a one-size-fits-all approach, firms can create content for different audience segments, such as institutional vs. retail clients. Personalisation – through custom email marketing, special reports or targeted advertising – sends a message of exclusivity and makes the client experience feel bespoke.

3. Social and Influencer Partnerships
Sharing differentiated content on social media, such as proprietary research findings, increases visibility and credibility. Partnering with industry experts to co-host discussions or publish joint content can also enhance the firm’s reputation and reach.

4. Consistent Messaging and Visuals
While distinctiveness often refers to brand elements like logos and colours, these assets also communicate differentiation. Making sure visuals and messaging align with the firm’s unique positioning reinforces its distinctiveness.

Differentiation and Distinctiveness

The best asset managers have a unique offering; they make sure that uniqueness is communicated across all marketing channels. Differentiation creates value; distinctiveness makes value memorable. By harmonising brand messaging, visual identity and strategic content, firms can get noticed, make an impact and build deeper client relationships. The result? A positioning strategy that’s clear, compelling and consistent.

We help asset managers get noticed. Whether it’s a differentiated value proposition or a distinctive brand identity, we know investment marketing.