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NVCA Study Explores The Importance of Brand Management in The Venture Capital Industry
Date:7/23/2013

New York, NY (PRWEB) July 23, 2013

The National Venture Capital Association (NVCA), in partnership with DeSantis Breindel and Rooney & Associates, announced today the results of the Brand Influence Guide for the Venture Capital Industry (BIG: VC), the first-ever research study on the role of branding in venture capital. Launched in January of this year, the BIG: VC project surveyed venture capitalists, startup CEOs and limited partners from the NVCA and the Dow Jones Venture Source data base, collecting more than 370 responses around questions pertaining to VC brand perceptions and behaviors.

Key findings include:

  • 88% of CEOs believe a strong brand can help a VC firm increase deal flow by attracting entrepreneurs.
  • CEOs are looking for a supportive venture capital firm that can add value beyond funding– but they are wary of firms that are too “hands-on”. Entrepreneurial friendly means different things to different stakeholders.
  • When selecting a VC firm, 57% of CEOs care most about the reputation of a firm’s individual partners, 38% focus on the firm’s overall reputation; and only 5% care about the reputation of the firm’s portfolio companies.
  • Word of mouth among stakeholders within the VC industry far outweighs other channels for effectively delivering brand messages.
  • There is a noted disparity about brand perception between investors and CEOs in life sciences versus information technology.

The research, which incorporated a mix of quantitative surveys and qualitative interviews with VC firms, entrepreneurs and limited partners, uncovered the messages and channels that can empower venture investors to better connect with their most important audiences. It also revealed significant gaps between which messages VC firms believe resonates versus what perceptions venture-backed CEOs embrace.

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