Venture Capital Has Become a Commodity—Branding Is the Only Moat

In an era where startups can be choosier about their investors and where capital alone is no longer a differentiator, a well-crafted brand can be the difference between winning the best deals and becoming an afterthought.

Firms like Connect Ventures and Partech have understood this shift and built distinct, recognisable brands that go beyond generic VC positioning. They’ve successfully moved away from the often indistinguishable styles of traditional venture firms, embracing branding as a core part of their strategy. In 2025, any VC that wants to stay relevant must do the same.

The Erosion of Capital as a Differentiator

Raising a fund isn’t enough anymore. Startups have more options than ever, and with the rise of alternative funding sources like revenue-based financing, crowdfunding, and government-backed grants, they’re no longer dependent on VC money alone.

Even within traditional venture capital, there’s more capital available than ever before. In 2021 alone, global VC funding hit $621 billion, nearly doubling from 2020. The result? Too many investors chasing too few high-quality deals. This means that startups can afford to be picky, and the best founders are looking for investors that offer more than just money.

What makes the difference now is what a firm stands for, how it communicates, and what kind of value it brings beyond a check. In other words, its brand.

What VC Branding Really Means

Branding is about crafting a differentiated and bold identity that communicates a firm’s philosophy, values, and approach to investing.

A strong brand should answer three core questions:

1. What does this firm believe in?

2. What kind of founders does it support?

3. Why should a startup choose this firm over another?

Many VCs still fall into the trap of looking and sounding like every other firm. They use the same industry jargon, the same stock photos of “founders in a co-working space,” and the same messaging about “helping founders build the future.” Some firms barely even have a website. But firms that treat branding as a real strategic advantage—like Connect Ventures and Partech—have managed to differentiate themselves with clear, compelling narratives.

Connect Ventures: A Masterclass in Minimalist, Founder-First Branding

London-based Connect Ventures has built one of the most distinct brands in European VC. Their entire identity is centred around being “product-first” and backing founders who deeply care about product design and user experience.

Instead of looking like another generic financial firm, Connect Ventures has embraced a minimalist, bold aesthetic, with a strong emphasis on typography and clarity.

This level of clarity makes them instantly recognisable. If you’re a founder obsessed with product design, Connect Ventures feels like the only logical choice. Their brand creates a sense of belonging—if you resonate with their philosophy, you don’t just want them as investors; you want to be part of their tribe. Their website incorporates their founder community, front and centre.

What VCs Can Learn from Connect Ventures

1. Be clear about what you stand for. Connect Ventures doesn’t try to be everything to everyone—they’re focused on product-first founders.

2. Design matters. Their brand aesthetic is clean, sharp, and distinct. This makes them memorable in a sea of generic-looking VC firms.

3. Speak the founders’ language. Their messaging is founder-centric and avoids corporate VC clichés.

Partech: How a Legacy VC Reinvented Itself

Unlike Connect Ventures, Partech has been around for decades. Founded in 1982, it was originally a Silicon Valley firm before expanding into Europe and Africa. But instead of relying on legacy reputation, Partech has actively evolved its brand to stay competitive.

Partech’s branding is built on three key elements:

• Global reach, but a local feel. They invest across multiple continents, but their brand messaging makes it clear that they understand each market deeply.

• A modern, approachable identity. Unlike older firms that lean on “serious” corporate branding, Partech has embraced a vibrant, human-centric design language.

• Founder-friendly positioning. They don’t just talk about their portfolio; they highlight the human stories behind the companies they back, making them feel like a true partner rather than just a source of capital.

Their website and social media presence are full of actual faces of founders, not just abstract mission statements. This creates a sense that Partech is actively involved in its companies’ growth, rather than just deploying capital from behind the scenes.

What VCs Can Learn from Partech

1. Evolution is key. Even legacy firms need to constantly refresh their brand to stay relevant.

2. Make it about the founders, not just the firm. Partech’s branding puts the spotlight on the entrepreneurs they back.

3. Use brand to reflect global ambitions. Their identity feels modern and international, making them attractive to startups worldwide.

The New Table Stakes for VC Branding

To compete in 2025 and beyond, venture firms need to think of branding as a core part of their investment strategy, not an afterthought. The firms that stand out will be the ones that understand and execute on these principles:

1. A Clear Investment Philosophy

A good brand starts with a strong point of view. Generic “we back great founders” messaging won’t cut it anymore. A firm needs to articulate:

• Who they invest in (e.g., product-led startups, deep tech, consumer brands).

• Why they invest in them (e.g., belief in user experience, frontier technology, sustainable businesses).

• How they work with founders (e.g., hands-on support, founder-first approach, operational expertise).

Firms like Connect Ventures succeed because they have a sharp, well-defined perspective on venture investing.

2. Distinct Visual Identity

Too many VC firms look flat—corporate blues, finance-style typography, uninspiring stock images. The best firms embrace design as a competitive advantage and invest in not just their website, but their decks, social media and collateral.

• Invest in typography to create a signature look.

• Ditch stock photos for authentic, founder-focused imagery.

• Choose colours and layouts that feel fresh and differentiated.

3. Founder-Centric Communication

Instead of talking about their success, top VC firms focus on the success of their founders. This means:

• Highlighting real stories from their portfolio companies.

• Creating content that provides genuine value to startups (not just self-promotion).

• Speaking in a human, conversational tone, rather than corporate finance-speak.

4. A Strong Digital Presence

Founders today research VCs online before ever taking a meeting. A firm’s website, social media, and content strategy matter more than ever.

• A well-designed website that reflects the firm’s personality.

• Active LinkedIn and Twitter presence to engage with the startup ecosystem.

• Thoughtful content marketing (e.g., blog posts, founder interviews, podcasts).

Conclusion

The days of silent, behind-the-scenes VC firms are over. In a market where capital is abundant but truly differentiated investors are rare, branding has become a VC’s most valuable asset.

Firms like Connect Ventures and Partech prove that a clear, founder-focused brand can create a lasting competitive edge. The venture firms that embrace branding as a strategic priority—not just a marketing exercise—will be the ones that attract the best founders, the strongest deals, and the highest returns in the years ahead.