There’s an interesting article in the Times today regarding the branding of Venture Capital firms. The word “brand” is mentioned 4 times (Tools, File, Find on page) but nowhere is there any sense of what these VC firms actually stand for – what their point of difference is. The article really means “awareness” and “PR” not branding. Marc Andreesen and PR hawk Margit Wennmachers all know the value of awareness, stories and creating positive prevailing wind in the blogosphere, but no one (reporter Nicole Perlroth included) understands how to build a brand…how to organize the selling story that is branding. They misuse the word.
And that might be a good thing, because though it’s important to have a well-known and respected VC behind you. Entrepreneurs – and this, the article does say – want to make sure their company and brand are visible during start-up. Start-ups are the ones that need the brand building, the organizing principle. More so than VC firms. Everybody needs strong brand, a strong Is-Does and a meaningful organizing principle, but VC firms that hire PR people and think that’s branding need to dig a bit deeper. Peace.