Brand: the overlooked advantage that future-proofs Family Offices

We’re delighted to have contributed our perspective to the latest International Family Offices Journal.

We explored why brand is a critical lever for family offices in a changing world. Indeed, as family offices evolve to meet the demands of generational transition, reputational complexity and a growing appetite for direct investments, the role of brand is becoming increasingly strategic.

Brand is now understood as a values-driven identity; one that connects internal priorities with external influence and enables family offices to operate with greater cohesion, clarity and control.

Three key highlights from our longer essay:

1. Brand sharpens alignment during moments of transition. Whether navigating succession, onboarding new leadership or responding to public scrutiny, a clearly defined brand provides a shared frame of reference for decision-making both reducing friction and strengthening confidence at critical moments.

2. Brand creates coherence between values and action. By translating purpose into an operational compass, families can ensure consistency across investments, philanthropy and governance. This signals their intent and attracts like-minded partners, advisers and further engages the next generation.

3. Brand is a quiet force multiplier for long-term resilience. Rather than adding complexity, brand offers clarity. It supports unity across generations, gives professional staff clearer direction and enables a more confident, coordinated approach to building and protecting legacy.

You can access the full essay here.