Discover Candriam

Hello

This website is about Candriam as a
company and brand.

It’s about our place in the Asset Management world, our reason for being, vision and mission. It’s about our personality and relationship with our audiences. We explain what holds us together as we embrace the changing world around us, and as we improve our information and communication with clients. With those who trust us today — and those who we want to connect with and support in the future.

We hope you enjoy exploring it and bringing it to life every day.

The Candriam Team

A word
from our CEO

At Candriam, we embrace Conviction and Responsibility in everything we do. With responsible investing at our core, we are committed to delivering sustainable value to our clients, while contributing to a more prosperous and resilient future for all stakeholders.
Vincent Hamelink
CEO - Candriam

Conviction
& responsibility

We aspire to be a leader in our industry, to continue to drive change, to innovate, and of course to grow. But critically, to do so by making responsible choices and taking decisions based on the facts of today, as well as the potential impact on tomorrow. Achieving this means continually sharpening our investment processes through research and development, engineering tailored investment solutions for individuals and institutions the world over, and empowering our clients, by relying on our expert teams, to make wise decisions. All the while, allocating our investment capital in a way that maximizes sustainable returns and positive impacts on society as a whole.

Manifesto

Change is the new normal. Humanity must adapt if it is to seize opportunities and meet the challenges we face together.
For Candriam, this means being ahead in Asset Management. It means having a long-term vision for how this changing world will impact our clients and their decisions and goals. Being flexible and yet solid enough to accompany them and explore with them.
We do this with Conviction and Responsibility. These two values drive everything we do. This gives us meaning, dynamism and strength. That’s why Candriam explores new sustainable investment territories as we help our clients to make a positive impact.
Together, we’re shaping the future. For people everywhere and for future generations.

Candriam enriches people and the planet.

Personality

Engaged

Thanks to our belief and our conviction, we are passionately engaged in our brand, our work and serving our clients.

There is a focus and a dynamism which drives the brand and the Candriam team.

Our clients can sense our level of engagement and they appreciate us for it.

Responsible

At Candriam, we take our responsibilities seriously.

The human race has a shared responsibility to protect the future health of the planet.

That’s why sustainability is pivotal. It’s a differentiator and a path towards global responsibility.

It’s about having a positive impact on the world and on each other. We recognize the need to invest in the common good.

True

Delivering on our word is vital to Candriam.

Our faithful clients can testify to this. We work hard to deliver on our promises.

In all our dealings, there is a ‘humble pride’ that’s essential: act with integrity and live up to the confidence our clients place in us.

Inventive

Candriam has been a pioneer in ESG.

And we’re pushing forward in High Yield and Sustainable Bonds in emerging markets.

We believe that innovation is the way to embrace all the positivity and potential in the world, and open up new perspectives in asset management.

We want our originality, innovation and fresh thinking to inspire everyone.

Flexible & Solid

Candriam has the firm foundations of an established company with a strong group behind it.

Yet, we still have the flexibility to embrace change, explore new methods, routes and opportunities.

Human

An essential part of Candriam’s culture: humanity. There is a genuine ‘clan’ feeling: a true bond, as people support each other and work together with a shared vision.

We are focused on the financial ambitions of our clients, as well as their concerns and the issues that matter most to them.

In our work, we consider human needs and experiences, as well as financial realities.

Name & identity

Candriam has a strong visual identity. It is recognizable and distinctive. It evokes the personality and the vision of our brand.

The name

Our name Candriam is the acronym of our core company values:
Conviction AND Responsibility In Asset Management.
These two values drive everything we do.

A New York life Investments Company

Candriam. A New York Life Investments Company. The Group is our Partner. In an ever-changing world, it enhances the power and the stability of Candriam.

The logo

Our Candriam logo combines a straightforward and linear approach with the dynamic ‘rosace’ shape.
It shows that the brand has different facets and multiple entrances for the various audiences. It also hints at the layers we have as a global multi-specialist.

Vision & mission

Vision

Investment choices today will have a significant positive impact on individuals, humanity and the future of our planet.

Mission

Candriam makes its vision a reality by enabling clients to reap rewards from responsible and sustainable investments. We are enriching people and the planet.

How does Candriam
deliver on its mission ?

Candriam guides and supports its clients in their investment choices. We empower them to have a positive long-term impact on the planet — for themselves and also for people everywhere.
How? By continuously exploring new ESG territories.

Client
relashionships

Understanding & appealing to our clients

Our clients are institutional investors, distributors and also retail clients. The common thread is their interest in responsible and sustainable investment which has the potential to benefit societies, economies and the environment. Of course, the impetus for investment is still financial reward. But increasingly, it is the wish to be a driver of change. That’s why we inspire and convince them with an active and outspoken brand — appealing to all their motivations, both financial and ethical.

Ultimately, Candriam wants to be recognized as the brand that stands by its convictions and enables people to invest in a better society, life, business and globe.

Brand essence & tagline

The Candriam tagline

Investing for Tomorrow

Candriam’s tagline defines our essence, scope and purpose. It is the promise of the brand and shows what we deliver to our clients. It’s active, energetic and focused on our long-term vision.

Tone of voice

Words reflect who we are

Words express our identity and the way we want to be seen. So, the words we choose are essential.

Language is a pillar of our identity.

For it to be strong, it must work across all media, adapt to our various audiences and be flexible enough to apply to different situations. We are engaged, human, responsible, true, inventive, flexible and solid. Our writing must convey that personality so that people can feel and see it.

Narrative & messaging

The narrative is anchored in the present, while looking to the longterm future. We want to actively LEAD CHANGE and enrich people and the planet. Our brand speaks with the confidence of a leader, but focuses on a sense of teamwork, and the collective mindset which our customers, partners and service providers are invited to join.

Tone of voice pillars

How our language reflects our personality.

We are Human

  • We speak directly, talking to the reader as ‘you’, ‘your’.
  • We’re inclusive and respectful, speaking to everyone with equal consideration.
  • We carry the voice of a whole team, so we say ‘we’ and ‘our’ to convey this solidarity.

We are Convincing

  • We clearly express our strong convictions.
  • We explain our viewpoint, approach and choices to convince our clients.
  • We are positive and motivating, attracting interest with our headings and calls to action.

We are Responsible

  • Our words show our ethical spirit and awareness of the common good.
  • We believe everyone has a shared responsibility to enable the future of people and the planet.
  • We support and defend the interests of our clients in their long-term development.

Tone of voice in action

While staying true to our three tone of voice pillars, we can adapt our style slightly to different situations.

For example, sometimes the human side will be most evident (in a client email), while sometimes, responsibility has the most emphasis (in a brand ad), or perhaps our conviction (in a whitepaper).

Human

Do.

Where possible, we speak in the firstperson plural, to represent the people behind our brand:

  • “At Candriam, we believe that investments should take the environment into account.“
  • “At Candriam, we support your investment choices in health care.“

We speak directly to our clients as if in conversation with them:

  • “Are you aiming to reduce your portfolio’s carbon footprint?”
  • “It depends what matters most to you.”
  • “We appreciate your opinion: let us know your questions and comments.”

Don't.

We are not salesy, pushy or too casual.

  • “Investments like this don’t come around very often.”
  • “This is an opportunity not to be missed.”
  • “Catch you soon on our social channels ;-)”

We are not jargon-filled and complex:

  • “We have the ability to replicate any Smart Beta index, regardless of the index supplier (MSCI, FTSE, ERI, scientific Beta …)”

Convincing

Do.

We explain our viewpoint and choices clearly and without ambiguity. Our communications have confidence and clarity.

  • “We support, with conviction and transparency, companies that succeed through sustainable practices.”
  • “The decrease makes sense.”

We always explain our preferences and lines of reasoning.

  • “This is the reason why our experts…”
  • “Because the success of a drug or a medical device doesn’t depend on questions of taste or fashion.”

Don't.

We are never arrogant.

  • “As the number one in responsible investments.”
  • “With results that make competing funds pale.”

We don’t shout things out with an exclamation mark.

  • “The Eurozone has entered the expansion phase!”
  • “The future is now!”

Responsible

Do.

Our ESG approach shines through all our communications.

  • “Financial performance and environmental and social responsibility go hand in hand.”

For us, finance is not an end in itself, but always at the service of higher issues.

  • “Enriching our clients far beyond finance.”
  • “Investing for tomorrow.”

Don't.

We do not over-promise or minimize the importance of other issues.

  • “We are reversing climate change.”
  • “No matter what the cost.”

We do not think in the short term.

  • “The yield is immediate.”
  • “In a three month perspective.”

Vocabulary

Because the words we choose show who we are, here’s a list of words and phrases that sound like us:

Human

  • “With you”
  • “Supporting you”
  • “Always listening”
  • “Our team”
  • “Client confidence”
  • “A genuine connection”
  • “All together”
  • “Help our clients to make a positive impact”
  • “The issues that matter most”
  • “In the spirit of”
  • “Many of us welcome”

Convincing

  • “At Candriam, we believe that”
  • “Our vision”
  • “That’s why”
  • “The reason why”
  • “Lead”
  • “Build”
  • “Make the choice”
  • “Our commitments”
  • “Strong values”
  • “To drive change”
  • “It is our belief”
  • “In light of this research”
  • “Weigh up the risk”

Responsible

  • “Shaping the futur”
  • “Sustainable Investment”
  • “A long-term vision”
  • “Responsible choices”
  • “The challenges of tomorrow”
  • “The betterment of society”
  • “Energy transition”
  • “Mitigating the effects of climate change”
  • “The future of the planet”
  • “Must all adapt to this new paradigm”

Final writing tips…

Candriam should usually be written in sentence case. This gives the brand humanity.

While upper case tends to appear arrogant and loud, sentence case has a natural flow and reflects the language of conversation.

The only exceptions are in headings, or in our ‘extended tagline’: CANDRIAM. INVESTING FOR TOMORROW.

This is because it needs weight in order to stand out.

The approach
  • Aim to inspire, enlighten, and share information.
  • Speak directly as if in conversation (you/us/your/our/we).
  • Consider both financial and the ethical motivations.
Favour UK (British) English spelling

Candriam as a brand is never he or she.
Only we, us or it

Before writing, ask yourself…
  • Who is our audience?
  • What is the format / medium / wordcount?
  • What is the goal?
The tone: Human, Convincing, Responsible The vocabulary
  • Our writing must be easy to understand.
  • Expert, but not full of jargon.
  • Everyday words where possible.
Read out loud to yourself
  • Does it sound natural?
  • Is the meaning clear?
  • Does it sound calm and rational?
  • Is it positive and inspiring?
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