Our brand is very down to earth and unfussy because we have an incredibly wise but cynical client set
Paul Fletcher, partner and head of marketing at London & Capital talks about using LinkedIn extensively.
What social media are you do you use?
We are selective. LinkedIn is one platform we use extensively but apart from that we’ve taken a decision to invest in our own client platforms rather than third-parties. Social media as a mass market medium is not something we believe will grow our business or maintain relationship with clients.
What sets your brand apart?
It’s in the advice we give, our investment performance and the continuity of our relationships with clients. In an industry which is undergoing significant change, we feel these are key components of success.
What third parties do you use to help with social media content; your brand and reputation?
We use Lansons for PR, who are excellent. ‘Move digital’ for our SEO and are advised by Jorian Murray who founded Ampersand & Co (also of Senex), a strategic branding agency who have been instrumental in refining the firm’s strategy.
Tell us about your company vision and brand?
Our vision is to continue to specialise in offering investment services to underserved and complicated client niches, affording us high barriers to entry within our chosen markets and which also have healthy profit margins. The London & Capital brand is very down to earth and unfussy because we have an incredibly wise but cynical client set, so none of our content is salesy and we always want to bring more value to the client experience.
How do you protect your reputation?
I can put my hand on heart and say that no other organisation I have worked with has been so focused on putting the interests of clients first. It creates challenges for the business as sometimes we aren’t as scalable as we would like but over the years it have proven to be the main catalyst of our longevity.
Paul Fletcher is shortlisted in the Citywealth Brand Management and Reputation Awards. Vote here.