Richard C. Wilson on Four Levels of Brand Quality

In a Family Office Club podcast segment, Richard C. Wilson discusses brand quality and leads listeners through a branding exercise.

Richard C. Wilson lays out four levels of brand quality, from a name that confuses people to a brand paired with a compelling one-liner. He connects the framework to firms seeking investor attention and asks listeners to consider how their current positioning comes across.

In this video: Richard C. Wilson (Podcast host)

What they said

1. Richard on rebranding at scale. Richard cites an unnamed group that had 8 billion in assets under management with over 200 ultra wealthy clients, then rebranded its whole company. He says it now manages 22 billion dollars in assets. (at 0:33)
2. What each level signals. Richard describes level one as a confusing or indistinct brand, level two as one that helps or hurts without doing much work, and level three as a name that identifies what the firm does. At level four, the brand and one-liner work together to make the firm compelling. (at 0:33)
3. Richard on investor avatars. Richard says an investor avatar should be more specific than "high net worth investor" or "family office." He asks listeners to write down who they serve and what they sell. (at 2:24)
4. Richard on branded divisions. Richard describes Pitchdex.com as an investor relations marketing agency division under Family Office Club. He also cites DoctorsInvestorClub.com as a subdivision of InvestorClub.com for marketing to doctors. (at 2:52)

In their words

"ideally no one ever sees your brand without the one liner next to it"

"make sure that between your brand name and the one-liner it's super clear what you do and why somebody should meet with you"

Why it matters if you are building or preserving great wealth

Richard says investors who recognize a firm's work from its positioning are already prequalified to work with it. That can help a firm make better use of the limited time it has for incoming inquiries.