Messaging & Positioning Frameworks
for Investment Managers

Differentiation begins with messaging. Across the investment management industry — private equity, private credit, real estate, and other alternative strategies — most firms in any asset class describe themselves in reasonably similar terms. Without careful attention, even credible firms risk blending into the background.

Darien Group develops messaging frameworks that dig below industry buzzwords to identify what is truly ownable and distinctive about each firm. These frameworks become the backbone of websites, presentations, and brand identity — ensuring consistency, clarity, and credibility across all audiences: investors, sellers, intermediaries, and management teams.

Why Messaging Matters in Investment Management

Standing Out in a Crowded Market
In a competitive field, small nuances make a difference. We help firms avoid generic language by uncovering authentic differentiators — strategy, ethos, team culture, track record — and building messaging around those unique threads.
Building Trust Across Audiences
Investors, sellers, management teams, and bankers all need to understand what makes a firm credible and distinct. Messaging that speaks to each audience while maintaining consistency builds confidence across the transaction ecosystem.
Driving the Rest of the Brand
Messaging and positioning are not standalone exercises. They drive the development of visual identity and ensure that every design choice supports the firm’s narrative. At Darien Group, we believe brand development should always combine messaging with visual work — with messaging leading the way.

Our Approach

Every firm has a story—whether it emerges naturally or has been carefully built over time. Our role is to clarify it, not manufacture it. Through research, interviews, and thoughtful analysis, we identify the truths that set a firm apart and translate them into a clear, durable messaging framework that can guide every expression of the brand.
01 /04
Discovery & Research
We conduct deep discovery interviews with firm executives, team members, portfolio company leaders, investors, advisors, and bankers. These conversations reveal authentic, ownable themes that can’t be uncovered by surface-level exercises.
02 /04
Analysis & Segmentation
We pair interviews with competitive research, audience segmentation, and (when appropriate) voice-of-customer studies to understand how stakeholders perceive the firm. Messaging is tailored to investors, sellers, intermediaries, and management teams.
03 /04
Messaging Pillars & Framework
We distill insights into clear messaging pillars and positioning statements. Depending on scope, deliverables can include:
  • Mission, vision, values
  • Boilerplate language
  • Audience-specific value propositions
  • Positioning statements or “Anthem” (a longer narrative articulation)
  • Tagline exploration
04 /04
Flexibility of Scope
In most projects, messaging and positioning are delivered as part of a website or investor presentation overhaul — deep enough to ensure the work is right, without a standalone “messaging deck.” But for firms at inflection points (mergers, new strategies, leadership succession), we often create formal, stand-alone messaging frameworks supported by extensive research.

Deliverables & Single Source of Truth

The ultimate goal of messaging and positioning is to create a single source of truth — a framework that guides every expression of the brand. From website copy to pitchbooks to transaction materials, teams can draw from the same language and pillars, ensuring consistency across audiences and situations.

We recommend that firms revisit messaging and positioning at least every five years. Strategies evolve, teams change, and markets shift — and messaging needs to keep pace.

Questions We’re Asked Most Often

See Full FAQ
What is included in a messaging and positioning framework?

A full framework defines your core narrative, differentiators, investment philosophy, sector focus, value-creation approach, and firm story. It also includes audience-specific messaging for LPs, founders, advisors, and portfolio teams.

How formal does the deliverable need to be?

It can be as formal or streamlined as you prefer. Some firms want a full written guide; others prefer a concise, presentation-style framework. The goal is clarity and usability - something your team can return to as a reference.

How do you make sure messaging resonates with different audiences?

We tailor messaging to the priorities of each group. LPs want evidence, clarity, and track record. Founders want trust, expertise, and alignment. Advisors want speed and transparency. A strong framework gives each audience what they need without diluting the firm’s core story.

How does messaging influence visual brand identity?

Messaging defines the story; visual identity expresses it. A clear narrative informs tone, color palette, typography, and design direction. When done well, the visuals reinforce the message and create a cohesive, credible brand across materials.

See Full FAQ

Start the Conversation

Ready to clarify your firm’s story? Start a conversation with Darien Group about messaging and positioning frameworks designed for investment managers.
First Name*
Last Name*
Company*
E-mail*
Message*
Thank You for Contacting Us
We have received your inquiry and will respond to you soon.
Oops! Something went wrong while submitting the form.