Tulcan Anthem: A Brand with Purpose

This video, titled Anthem, is the culmination of a brand-building process that reflects Tulcan’s deep purpose—one that goes far beyond most private equity firms. In fact, Tulcan doesn’t see itself as a traditional private equity company at all.

The heart of this video lies in its audience: the employees of the companies Tulcan owns. It’s about providing security, fostering longevity, and preserving legacies. By flipping traditional marketing on its head, Anthem takes a bottom-up approach, focusing on the people who make these companies thrive.

For owners considering Tulcan, the message is clear: their companies will be in good hands. The employees will be cared for. Vendors and partners will feel secure. Future prospects can trust that the businesses they’re working with are backed by Tulcan’s unique philosophy.

Visually, the focus is on what Tulcan does and how they do it differently—without drawing comparisons or calling out competitors. After all, when done right, Tulcan doesn’t have competitors. This video tells that story.

Transcript:

Our purpose at Tulcan is to help make the things that make America. 

The businesses we partner with are family-owned, many of them for decades. 

We understand how special it is for mothers and fathers to work alongside their sons and daughters every day, because we’re family-owned ourselves. 

We’re a different kind of investment partner–we aim to bring more than just capital to the table.

We know industry inside and out, and we know how to grow businesses responsibly. 

To us that means growth that preserves the legacies of what generations of hard work have built

And provides the stability a business needs for everyone involved to be able to buy in with their whole heart. 

In short, we know it’s not about us. It’s about the men and women crafting the tools that keep our country moving. 

Together, they are Tulcan.