Before Launch Series: Part 2
Branding: Making your search fund brand come to life
In part 1 of the Before Launch Series, I shared the administrative tasks associated with starting up your search fund, from selecting your tech stack to networking with 3rd party providers and others in the search community.
Now I will walk through the failure of SVB and why it matters for your search! Just kidding… I think enough people have written on that topic for now.
So instead of talking about fractional banking and bank runs, we’ll review an often-overlooked part of setting up a search fund: branding. I’ll share the main steps needed to set up your brand online to communicate your story effectively and consistently across different platforms and mediums. Who knows, you might even be inspired to rewatch Mad Men for the third time after this.
Opening thoughts
How much time you invest in your search fund brand is up to you. In fact, you can get by with minimal effort and still successfully acquire a business. How much time you invest in building your search fund brand depends on your targeted industries, skill set, budget, and personal preference. While owners in one industry may be impressed with your ability to create a professional brand, others may not see the value or need (i.e., software vs blue-collar service providers).
As I prepared to launch my search fund, I wanted to leverage my marketing and web development skills to build a brand that differentiated me from the increasing number of buyers in the lower market for private companies. My advice to the upcoming classes of searchers is to recognize that branding can be one source of differentiation during the search phase. First impressions are everything, and with a poorly structured, vanilla website, you may be setting yourself up to be lost in a sea of other buyers with more to offer. Branding is not about cool fonts and pretty colors but about clear storytelling. The more you think about how the business owner will consume the materials you put in front of them, the better you can tailor your brand to suit their needs. Good design is highly functional.
Business owners will engage with you through your website, email, and any ancillary materials you send them. I will walk you through how to build a consistent brand across those channels to tell your story effectively that helps you target the right seller.
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