Navigating Branding Post-Merger: A Guide for Businesses
I live in Houston, one of the biggest cities in America, both by population and by square-mileage. Houston is a commuter city, so I have to drive everywhere: work, the grocery store, the gym, the movie theatre–everything! When I first moved to the city, it was a real challenge trying to navigate the tangled mess of highways, freeways, toll roads, entrances, exits, construction, and, well… you get the picture.
Mergers and acquisitions can be like navigating through crazy highway construction for many businesses. They bring about significant changes, not just in terms of operations and culture, but also in how the brand is perceived by internal and external stakeholders. As the dust settles, one of the critical tasks at hand is to reassess and realign onsite branding to reflect the new entity’s values, vision, and market position. These internal principles must be reflected theoretically in company culture and public perception, but also literally and physically in how the new entity presents its visual branding. So here’s a guide on how businesses should approach onsite branding after a merger or acquisition.
The Importance of Cohesive Branding
Firstly, it’s essential to understand why cohesive branding matters. A brand is more than just a logo or a tagline; it’s the embodiment of a company’s identity. It communicates to customers, employees, and stakeholders what the company stands for. After a merger, creating a unified brand helps in establishing a sense of continuity and stability. It reassures everyone involved that while the business may have undergone significant changes, it still holds onto its core values and promises.
These steps will help guide your brand as you navigate the tricky roadways of rebranding after a merger or acquisition.
1. Assessing the Brand Equity
Before making any branding decisions, assess the brand equity of both companies involved in the merger. Brand equity refers to the value a brand adds to a product or service category.
This includes customer perceptions, attitudes, and loyalty. If one company has significantly higher brand equity, it might make sense to lean more heavily on that brand in the new branding strategy. Either way, having your finger on the pulse of where your brand currently stands is critical to laying the foundation for forward momentum.
2. Creating a Brand Integration Team
A successful rebranding initiative post-merger requires a dedicated team. This team should be cross-functional and diverse, involving members from marketing, human resources, corporate communications, and other relevant departments. Their task is to oversee the rebranding process, from conceptualization to implementation, ensuring that the new brand resonates with all stakeholders. This team should also be responsible for setting goals and expected timeline for the brand transition process, specifically for onsite branding, like signage.
3. Developing a New Brand Identity
Developing a new brand identity is perhaps the most exciting part of the process. It’s an opportunity to create something that encapsulates the essence of both companies, and in appropriate cases leans into the branding of the organization with stronger brand equity.
From a visual, onsite standpoint, a new brand identity involves designing a new logo, tagline, signage, and other visual elements. However, it’s crucial to do this thoughtfully. The brand integration team can help lead a process to ensure the new brand identity honors the legacy of the pre-merger brands while also signaling a new direction.
4. Communicating the Change
Communication is key in any rebranding effort. Develop a comprehensive communication plan that outlines how the new brand will be introduced to employees, customers, and the public. This might include internal presentations, press releases, marketing campaigns, and social media announcements. The goal is to build excitement and buy-in for the new brand internally and externally.
5. Implementing the Brand Onsite
When it comes to onsite branding, consistency is vital. Every touchpoint, from signage to stationery to digital assets, should reflect the new brand. This creates a cohesive brand experience for anyone interacting with the company, whether they’re an employee walking into the office or a customer visiting the website.
Your signage can play a critical role in communicating and promoting your brand identity, building more brand equity. When done well, your signage can have sizable ROI.
6. Training Employees
Employees are brand ambassadors, and they play a crucial role in bringing the new brand to life. Provide training and resources to help them understand the new brand and how they can embody it in their roles. This not only helps in maintaining consistency but also fosters a sense of ownership and pride among the workforce.
7. Evaluating and Adjusting
Finally, remember that rebranding is not a one-and-done deal. It’s a continuous process that requires monitoring and adjustments. Collect feedback from stakeholders and be prepared to make tweaks to the branding strategy as needed. This agile approach ensures that the brand remains relevant and effective.
Post-merger branding is a complex but rewarding challenge. It’s an opportunity to redefine the company’s identity and position it for future success. By approaching it strategically, with a focus on cohesion, communication, and consistency, businesses can navigate this transition smoothly and emerge stronger on the other side.
In the end, the goal of onsite branding after a merger or acquisition is to create a unified front that tells a compelling story about the new company. It’s about building a brand that employees can rally behind and customers can trust. With careful planning and execution both of the brand’s culture and it’s physical presence, businesses can turn the challenge of a merger into a powerful opportunity for brand revitalization.