A successful ETF launch can only go so far without a strong brand identity.
We heard it from dozens of different perspectives at the ETP Forum, at stage talks and in breakout conversations. There are more than 4,300 funds on the market, with more launching every day, an issuer needs to know who their intended audience is and why they should care.
It sounds intuitive, but ETF leaders cautioned against launching with a leap straight to talking points and performance stats without answering: “Who is this for? What problem are we solving?”
Conveying these answers relies on the full experience of the fund and the people behind it. What is the tone of your market commentary? How do your PMs come across in media interviews? On which channels do you focus?
Distribution today requires both focus and flexibility. Broadridge reports that RIAs hold the majority of active ETFs, a sector that has grown more than 600% in the past five years. If this is your target channel, advisor education materials, tailored messaging, and ongoing content before, during, and after a launch, all now define whether your fund gets on their radar.
Issuers agonize over getting an eye-catching ticker, but the truth is, the ticker of your fund is a small component in the landscape of the product. A good, gimmicky ticker name works great with thematic ETFs. If it resonates and sticks with people, you’ve done your job. But again, you still need to back it up with an approachable, tangible brand and readily available expertise, all mapped to the fund’s intended audience and purpose.
None of this happens in a vacuum. Competitor analysis matters, not just for positioning the product but for shaping the brand. Look at how other funds in your category talk about strategy. Watch where they get covered. Identify what they’re leaning into and where there’s white space.
And then keep going. A brand is never one and done. It should evolve. Whether that means A/B testing thumbnail copy on social media or gathering direct feedback from clients, the goal is to stay aware of how your story is landing. Some of that feedback may sting. That’s useful too.
What works for a thematic fund built for DIY investors won’t work for a sector rotation strategy aimed at RIAs. But in every case, success depends on clarity, consistency, and a brand that speaks to the right people in the right way.