Why does brand matter in B2B asset management marketing?

In a competitive industry, brand helps managers stand out from the competition and build long-term relationships

Key points:

• For professional investors, trust and credibility are paramount, and these are driven by how a brand is perceived, not just by the products on offer.
• When an asset manager builds a brand around client-centric values, and when those values are consistently demonstrated in communication, product offerings and day-to-day interactions, this leads to higher retention rates, improved loyalty and consistent growth in AUM.
• One of the ways an asset manager can differentiate themselves is by building a strong investment philosophy that is authentically aligned with the brand.

In the world of investment management marketing, whether you're promoting ETFs, investment trusts, fixed income, equities or real estate, it’s easy to get caught up in the numbers. After all, performance, fees and track record seem to be the obvious key selling points.

Whilst they are all important, there's a powerful, often underappreciated element that should be a priority in any marketing strategy: brand.

Your brand is not just a logo or tagline; it’s the foundation that your reputation, relationships and long-term success are built on.

In a competitive and often crowded marketplace like asset management, having a strong, differentiated brand is more critical than ever. For professional investors, trust and credibility are paramount, and these are driven by how a brand is perceived, not just by the products on offer. A brand tells a story, builds emotional connection, and fosters loyalty, which are key in a fast-moving and unpredictable world.

So why is brand so important in asset management marketing? And what are the practical ways to ensure that your brand stands out in a crowded market, especially if you’re an emerging player? Let’s dive in.

The power of brand in B2B investment management marketing: why it's about more than performance

Professional investors, whether they are wealth managers, IFAs, pension fund managers or consultants, make their decisions using complex data sets, focusing on performance metrics, risk and regulatory compliance. These decisions are often viewed as highly rational and data driven. But if you think that these audiences only care about numbers and benchmarks, you’re missing a critical part of the equation: emotions.

Yes, emotions matter in professional investor marketing. When an investor is selecting a fund or asset manager, there’s a strong desire to choose a manager who isn’t just "good on paper" but is also trusted. A strong brand is what separates you from the sea of competition. It provides an intangible assurance that your products are reliable, your strategy is proven, and your team is competent and focused on long-term success.

In short, brand is a shortcut to trust. It is the invisible factor that makes investors feel secure when they recommend your fund or service. And it’s what keeps your clients loyal when the market faces turbulence. Whether you’re marketing to independent financial advisers, institutional investors, or even end clients, brand plays a massive role in how your products are perceived.

What a strong brand delivers for asset managers

1.      Supporting long-term asset growth

A strong brand creates an emotional bond with clients. These bonds are not only powerful in the short term but are compounded over time. Loyal clients who trust your brand are more likely to recommend your services to others, reinvest in your products, and stay with you through market fluctuations.

When an asset manager builds a brand around client-centric values, and when those values are consistently demonstrated in communication, product offerings and day-to-day interactions, this leads to higher retention rates, improved loyalty and consistent growth in AUM.

2.      Reducing perceived risk

Professional investors are risk averse. They’re not only looking for funds with strong returns; they’re also looking for security. By investing in building a strong brand, you are effectively reducing the perceived risk of selecting your fund. A trusted brand communicates stability and dependability, which are critical qualities when investors are considering where to put their money.

Even in a crowded and noisy marketplace, where every firm claims to offer the best returns, a strong, well-established brand stands out. Investors tend to gravitate towards companies with a long-standing reputation for reliability, and once they find that trusted partner, they are more likely to stick with them, even during challenging times.

3.      Defending pricing power

In the commoditised world of asset management, pricing can often become the deciding factor, especially in highly cost-sensitive markets such as the UK, the Netherlands and Switzerland. However, strong brands can defend their pricing power. Even if you’re not the cheapest option, if your brand is associated with value, trust, and quality, investors are more likely to choose your funds, and be willing to pay a premium for it.

Think about some of the largest and most successful active managers. These firms, while often not the cheapest, command significant market share because of their reputation for consistent returns, sound investment strategies, high unprompted brand recall in certain asset classes or strategies, and a clear investment philosophy.

In contrast, managers with weaker brands, low unpromoted brand recall or unclear strategies may be forced to undercut competitors in an attempt to stay competitive. But in doing so, they risk eroding their profitability and failing to establish the long-term relationships necessary for growth.

4. Creating clear differentiation in a crowded market

Let’s face it: the asset management industry is cluttered. There are hundreds, if not thousands, of funds and managers all vying for attention in the same space. In such an environment, differentiation is key.

A well-defined and consistent brand that highlights your unique investment philosophy and approach to managing assets can create a clear mental space in the minds of investors. Whether it’s a particular investment strategy, a focus on a specific sector or geography, or a reputation for innovation, having a strong brand gives you an edge over competitors.

Brands that lack clear differentiation tend to get lost in the noise. They become "me-too" players offering similar products but without a compelling reason for investors to choose them over someone else. A strong, clear brand helps you stand out from the crowd.

The importance of a strong investment philosophy: differentiation in a crowded market

One of the ways an asset manager can differentiate themselves is by building a strong investment philosophy that is authentically aligned with the brand. The investment philosophy is the foundation of the brand, and when communicated consistently, it can be a massive driver of differentiation.

For emerging and boutique managers, a clearly articulated investment philosophy becomes even more crucial. When you don’t have the same marketing muscle or market share as an established player like BlackRock, you need a distinct philosophy to make your brand memorable.

Consider Baillie Gifford, which has been highly successful in building a brand based on their ‘Actual Investors’ long-term growth investment philosophy. This is not just a portfolio strategy; it’s embedded in the company’s identity and is reflected in everything they do, from client communications to the types of investments they make. This consistent narrative is why Baillie Gifford has managed to stay relevant even as market conditions and investment trends shift over time.

Brand resilience during volatile markets

It’s in times of volatility and market downturns that your brand really gets tested. In a bull market, strong brands tend to see growth simply because the market is favourable. However, it’s during a market correction or recession that a brand’s resilience truly comes into play.

During periods of market stress, professional investors and clients often "flight to quality". In other words, they become more conservative in their investment choices. Strong brands are the ones that retain assets during these periods, while weaker brands risk seeing outflows.

A brand that is built on clarity, trust, and a strong investment philosophy will often see investors stick with them, even during periods of underperformance. They know that these firms are dependable and that their long-term strategies will eventually pay off.

The importance of measuring brand health

Just as asset managers need to measure their performance using key metrics like return on investment (ROI), professional marketers also need to measure brand health regularly. In fact, tracking brand health is essential in understanding how your brand is perceived, how it is evolving, and where improvements can be made.

One of the best ways to track brand performance in the financial services sector is by using industry-standard brand tracking tools like the NMG Global Asset Management Brand Study, the Fundamental Media Global Brand Survey, and the Broadridge Fund Brand 50. These surveys measure brand perception across various dimensions, such as trust, reputation, and awareness.

Having access to this data allows you to:

• Benchmark your brand against competitors
• Track changes in brand health over time
• Make data-driven decisions to improve your brand messaging and strategy

Learning from the best: case studies of strong asset management brands

Two great examples of fund managers who have built strong brands over decades are Vanguard and Baillie Gifford.

Vanguard: brand built on simplicity and low costs

Vanguard has long been a leader in the asset management space, and its success is rooted in a unique corporate structure and a brand promise that is simple but powerful: value through low costs. Vanguard is owned by its investors, meaning that the firm operates in their best interests, prioritising clients over profits. This structure not only sets Vanguard apart from its competitors but also reinforces its long-standing commitment to delivering long-term value for investors.

One of the standout elements of Vanguard’s brand strategy is their "V for Value" campaign, which highlights their commitment to delivering value to clients. This multi-year campaign has run across a broad range of B2B and B2C channels, including high-profile media outlets such as TV and Out of Home (OOH) advertising. It was designed not only to highlight Vanguard’s low-cost, high-value philosophy but also created a halo effect to help boost the brand’s standing in the market.

The "V for Value" campaign resonated with both individual investors and institutional clients by clearly communicating Vanguard’s core message in a way that was both accessible and impactful. It was a masterstroke in brand communication, as it successfully conveyed Vanguard’s key differentiator: the belief that low-cost investing doesn’t mean sacrificing quality or performance.

The campaign’s wide reach and integration across multiple touchpoints – from digital media to traditional broadcast and OOH advertising – allowed Vanguard to build strong brand recognition and reinforce their core messaging in a crowded, competitive space. This broad exposure helped Vanguard cement its reputation as a trusted, value-driven brand in a market often dominated by firms with larger budgets and more resources.

What’s especially notable is how the "V for Value" campaign helped Vanguard differentiate itself from competitors. While many asset managers tout low costs, Vanguard’s ability to build an entire brand narrative around this value proposition made them stand out. The campaign didn’t just increase awareness; it also reinforced Vanguard’s leadership in the space and reaffirmed their commitment to delivering value to investors.

This approach was not only effective for B2C marketing, but it also resonated strongly in the B2B space. Wealth managers, financial advisers, and institutional investors could confidently communicate Vanguard’s value proposition to their clients and stakeholders, reinforcing Vanguard’s message that long-term value is achieved through low-cost, efficient and trusted management.

The "V for Value" campaign is a prime example of how a well-executed marketing initiative can amplify a brand’s message, enhance its positioning in the market, and strengthen relationships with both end clients and intermediary partners.

Baillie Gifford: a strong and clear investment philosophy at the core

Baillie Gifford stands as a strong model of a brand that has built lasting value through a clear and consistent investment philosophy. At the heart of their approach is the Actual Investors philosophy, which underscores their commitment to long-term growth and the belief that truly successful investments require patience. They advocate for investing in companies with high growth potential, especially those that might not show immediate results but have the ability to generate substantial value in the long run.

This investment philosophy is what has differentiated Baillie Gifford from many of its competitors. In a market where short-term performance often steals the spotlight, Baillie Gifford has maintained its unwavering focus on long-term relationships and innovation. Their brand has been built around this clear investment philosophy, which has become easily identifiable for both investors and wealth managers.

What sets Baillie Gifford apart is not just the philosophy itself, but the way it is clearly communicated and consistently reinforced across all touchpoints, from client communications to marketing materials. This clear messaging makes it easy for intermediaries to confidently convey Baillie Gifford’s investment approach to their clients, ensuring that the firm’s long-term vision resonates with end investors.

Even in tough market conditions, Baillie Gifford continues to invest in their brand and marketing efforts. This commitment to maintaining a strong, coherent message, even when times are challenging, demonstrates the company’s confidence in its investment philosophy and brand promise. The Actual Investors philosophy isn’t just a tagline; it’s a core belief that drives their marketing, their client relations, and their overall brand identity.

Baillie Gifford’s consistent and strategic focus on brand positioning during both strong and volatile market periods enables them to stay relevant and respected. This level of clarity and consistency in brand messaging has not only led to continued investor trust but also created a brand that is differentiated in the crowded asset management landscape. At the same time, it is easily identifiable, which is a critical element that IFAs and wealth managers can leverage to clearly communicate Baillie Gifford’s value to their clients – helping to foster deeper relationships and loyalty over time.

By sticking to its long-term, growth-oriented philosophy, Baillie Gifford has been able to create a brand that speaks with authority, builds trust, and stands out in an otherwise cluttered market. Even when market volatility tests investor patience, their brand stands as a symbol of consistency and reliability, traits that both financial professionals and end clients are eager to embrace.

How emerging asset managers can compete: building a strong brand from the ground up

If you’re an emerging manager, it’s rarely possible to compete on scale or marketing spend with the giants. Instead, focus on building a brand that’s authentic, consistent and focused on the long term. Here’s how:

1. Clearly articulate your investment philosophy and ensure it’s embedded in everything you do. This should be the silver thread that runs through all of your product promotions and thought leadership.
2. Be consistent. Consistency in messaging, strategy, and brand identity is critical. Don’t go quiet during times of volatility, in fact this is when you should ramp up your communications.
3. Invest in education, both for your clients and your team. Educating investors about your strategy and philosophy builds trust. Create content that is useful and teaches the audience why you are different to the competition.
4. Partner with expert marketing agencies. This will ensure your message is reaching the right people in the right way at the right time.

Brand is a long-term asset

Building a strong brand in the B2B asset management space isn’t something that happens overnight. It requires a commitment to consistency, authenticity and clarity of purpose. But just like your investment portfolios, a well-developed brand compounds over time, delivering significant returns.

In an environment where investors and intermediaries are flooded with options, your brand is the edge you need to stand out and build long-term relationships.

The question isn’t: Can you afford to invest in your brand?
The real question is: Can you afford not to?