There’s a prominent trend among venture capital firms: They’re looking to brand themselves in a major way. Venture capital firms increasingly want to build a following among prospective investors as well as entrepreneurs – especially entrepreneurs running what are perceived to be very promising companies. With relatively less money from institutions such as pension funds as well as a general pullback among segments of high-net-worth investors, the competition for investment capital has significantly increased. Effective branding is a way for many of these firms to enhance their capital raising capabilities.

https://www.forbes.com/sites/russprince/2012/08/20/venture-capital-firms-on-the-road-to-thought-leadership/?sh=7b775160583f