Update Look and Feel
Times change, what is in changes, and how you use electronic tools for the creation of your marketing collateral is an art form full of subtleties and nuances. Every decade has its own look and feel when it comes to marketing. If you want your company to be both distinctive and current, you have to be aware of the critical "do's and don'ts" when branding, creating messaging and marketing your firm. Using the wrong logo, colors, graphs or charts to represent your company's image and performance can be a nonstarter. Leaders in winning marketing teams work daily to create and maintain an image that is crisp, clean and always up-to-date.
Potential investors see the marketing materials of hundreds of companies that are competing against your firm to win investor allocations. Consciously or not, these potential investors are comparing and making judgments about your firm relative to its peers as they read your marketing materials.
It is imperative to know what works and what does not, as well as what is new and current versus what is old and out-of-date. It's important for your firm to understand and use design elements that other fund managers are now using to communicate complex investing strategies and to make them more easily understood. Some types of graphs and charts are now what is expected and normal, while others that are considered more "old fashioned" are now out. In the same way that a palette of colors can make you think of a house as being decorated in a particular era like the '60s, 70's or '80s, the same is true of marketing materials. This is one more opportunity for you to avoid having old fashioned and out-of-date collateral sitting on an investor's desk and therefore undermining your opportunity.