How can you use branding to attract the best startups to your VC firm?

This first point is a little muddled. Define your "brand identity" should be define your "brand". Identity is what you look and sound like. Your brand is your why. So focus on Why you exist - What got you to this specifically into the space? The authentic story. How you do it - What you do operationally different from others. What you are doing - The industries you are focused on Who you are doing it for - The community you want to work with. The identity will work itself out from here.

The startup community is a small world. Founders remember who were truly helpful and who only showed up to the IPO. You can't fake it for long. Authenticity reigns supreme. The best brand identity is where you can be authentic to who you are, build a reputation around that authenticity, and constantly find ways to be of service to startups. It will organically lead to the foundations of your brand identity.

As an entrepreneur, it’s critical for me to see that my investors, who become my partners, share my values. Remember - it will quickly become apparent if something is being done superficially or for show. Another clear tell is when most people in the VC don’t represent what is being broadcasted. A good example is a VC championing female entrepreneurs, but don’t themselves believe in female leaderships - no female LPs…

So far, @cardumen capital, we have done little publicity, or PR on the media. What we try is to focus only on pieces that add value to the entrepreneurs. We hope this, will reflect our mission and values, be the biggest supporter in the cap table. However, do note, media does matter and a thoughtful strategy will pay off. You decide your own style, being authentic will come across.

I see a lot of founders who are afraid to have their authentic voice - they create an image they think the VC will want to buy into. Stay true to your purpose and the impact you want to have in the world and that way you will get aligned investors who really want you to succeed and who will actually support you. You can do this by defining your impact in your founding documents as well - don't be afraid to be clear about what motivates you.

Authenticity is the key to building a compelling brand as a VC. With so much generic advice or watered down corporate speak out there, we've tried to develop our brand around real-talk and resources for founders. Expressing a strong point of view requires clearly defined personal / company values and it also requires thick skin when people don't like it. But some of the most powerful brands both inspire and challenge their audiences so don't be afraid to lean into your authentic voice.

Your brand voice is how you bring your brand identity to life. It's how your brand 'sounds' to audiences. Do you sound confident, formal, casual, funny, expert, serious, etc.? This is the tone of your brand and shapes the way audiences perceive your messages. You need to leverage the channels where your audiences look for information and/or where they tend to be as part of their day.

In the realm of web3 investing, your brand voice becomes a critical element in connecting with the decentralized community. Ensure consistency, authenticity, and engagement across channels, aligning with your brand identity. Craft a message and story that echoes the decentralized ethos, conveying your firm's personality and values in a manner that resonates with the web3 audience. Interact thoughtfully with entrepreneurs, investors, and partners through channels like decentralized forums and social media. Measure and optimize communication effectiveness by tracking engagement metrics specific to the web3 space. In the decentralized world, your brand voice becomes a beacon, guiding your firm's narrative within this evolving landscape.

To attract top startups using your VC firm's brand voice, ensure it consistently reflects your core values and unique approach in all communications. This voice should resonate with your target startup audience, demonstrating expertise, innovation, and commitment to growth. Actively engage in industry conversations through social media, blogs, and public speaking, showcasing thought leadership and insights. Tailor your messaging to address the challenges and aspirations of startups, emphasizing how your firm can uniquely support their journey. Finally, maintain authenticity and clarity in your brand voice, as these qualities foster trust and appeal among ambitious entrepreneurs.

In the web3 investing arena, your brand value extends beyond financial capital, embracing human, social, and intellectual capital. Showcase your brand value by demonstrating how you support and empower portfolio companies, leveraging your network and expertise for their growth. Share insights and thought leadership with the web3 ecosystem, contributing to its collective knowledge. Emphasize a culture that celebrates successes and learns from failures, reinforcing your commitment to continuous improvement. In the decentralized space, your brand value becomes a testament to your lasting impact on the projects you support and the broader web3 community.

This is what I call the 'prove it' marketing. Prove your brand value through a combination of case studies, statistics, accolades from third parties, quotes from portfolio companies. Augment your 'prove it' marketing with thought leadership on trends and perspectives to demonstrate that your firm can and will continue to add value in the future.

To attract elite startups with your VC firm's branding, focus on highlighting the tangible benefits and successful outcomes achieved by your portfolio companies. Demonstrate your commitment to not only funding but also nurturing growth, leveraging case studies and success metrics. Create a narrative that emphasizes your firm's role in transforming ideas into successful enterprises. Use visual and digital storytelling across various platforms to vividly illustrate your impact in the startup ecosystem. Consistently convey a message of partnership and value-addition, distinguishing your firm as a crucial catalyst for startup success.

Brand experience is the 'how'. It is often the tie-breaker for prospective portfolio companies to choose the VC firm they will sign with. Explaining your how is very important because it needs to be backed up in the other aspects of your brand. You may achieve the same outcomes as another VC firm, but are you easy to do business with? You'll want to add some prove-it aspects to your how through portfolio company quotes, survey results on satisfaction, etc.

Brand building is like gardening - you're never finished. There is always more to do. You'll be planing new seeds, pruning, pulling out dead / no longer thriving aspects of your brand forever. Get into the habit of tending to your brand like you tend to a garden.

Don’t forget your personal brand as a founder is key. Earlier stage VCs in particular are having to use team as a way to understand the risks in the startups. If you can build a brand personally that demonstrates you really understand your market, have a voice that they want to listen to, and have built a following who can be converted to evangelists for your product or service, it’s a huge leg up. It’s especially important for first time founders who can’t use previous startup experience as a shortcut to credibility- but even then showing expertise in your space is powerful!

The most powerful brand ambassador for your VC firm is your founder network. Measure brand success similar to how B2B SaaS companies measure satisfaction--by NPS score (AKA likelihood to recommend!)

I think authenticity is key here. VCs should not update their brand based on whatever is hot in the market, but based on what technologies they believe on based on their interactions with a robust network.

To draw leading startups through updated branding strategies, your VC firm should first analyze market trends and startup needs, adapting your brand to align with evolving industry dynamics. Implement a dynamic branding approach that reflects contemporary styles and communication channels preferred by modern entrepreneurs. Introduce interactive digital platforms and cutting-edge content to engage with the tech-savvy startup community. Regularly revise your branding elements, like logos and taglines, to stay fresh and relevant. Infuse your brand with stories of adaptability and forward-thinking, showcasing how your firm is not just a funder but a visionary partner.

Beyond buzzwords, foster trust through transparency share triumphs, but also trials candidly to prove you truly have startups' long haul interests at heart.

Attracting top startups with your VC firm's branding, akin to the principles of BJJ, involves strategic positioning and leveraging strengths. Just as BJJ focuses on skill and technique over brute force, your brand should emphasize strategic support and intellectual capital over mere financial investment. Employ a branding approach that mirrors BJJ's adaptability and resilience, showcasing how your firm can help startups navigate challenges and pivot effectively. Highlight your firm's ability to 'grapple' with complex market dynamics, offering startups a partnership that's both supportive and agile. Finally, incorporate BJJ's ethos of continuous learning and improvement into your brand narrative.

Clearly communicating where a VC is in the value chain is key in developing and maintaining a trusted brand. While it’s normal, and valuable, to be aware of companies for their funnels, messaging that suggests a firm invests in earlier rounds as a method to hear about deal flow is a disingenuous tactic that doesn’t establish a foundation for a trusting partnership.

To be honest, I find all this focus on brand to be a bit irrelevant. I've built my brand in less than two years from a no one in Europe to being an influencer in the European VC space. I did this by simply focusing on creating relevant and insightful content. Moreover, by being consistent. So my single tip would be to create valuable content consistently. simple as that.

Actively engage with the startup community through mentorship programs, pitch events, or industry meetups. Demonstrating a genuine interest in supporting the broader ecosystem can attract startups looking for more than just funding.