M&As have long been a key strategy and source of growth for businesses around the world, with thousands of M&A transactions taking place each year. However, according to the Harvard Business Review, studies show the failure rate of mergers is somewhere between 70-90%. And while many factors can contribute to M&A failure, lack of stakeholder engagement and marketplace rejection are two of the major causes – both of which can be tied to brand decision-making (or lack thereof).
As such a critical factor in making or breaking success, it may come as a shock that branding is one of the most overlooked aspects of M&A planning. With the long list of considerations, leadership has to prioritize throughout the M&A process, branding decisions are often rushed or poorly planned, taking a back seat to financial, logistical, and operational concerns. Other times, rebranding takes place post-merger in response to already forming opinions, or as a way to deal with arising challenges instead of preventing them. In other words: it happens too late.
Just as figuring out how to best combine companies in order to create the most value possible is extremely important, so is making sure those synergies and strategic rationales are going to be believable to employees, investors, customers, and the outside world. That’s why it is crucial to prioritize branding early on in the M&A process. Having a clear brand strategy going into a merger helps promote unity, makes transitions smoother, and provides the opportunity to deliver a strong message, both internally and externally, about the value the newly combined entity will bring to all key stakeholders.
So, we’ve established why it’s so important to prioritize brand development in M&A planning, but how exactly do you get that branding right?
Well, that’s where Bluextext comes in.
Bluetext is a full-service marketing agency that specializes in digital branding and creative services. We have worked with leading M&A clients across the country, creating and elevating brands that set them up for success and put them in the position for continued growth. Especially in mergers & acquisitions, a professional branding agency is critical. A branding agency brings a neutral third-party perspective that eliminates the risk of brand cannibalization. Instead of stakeholders fighting to preserve remnants of their prior companies, an agency will recommend the right brand elements that unify all aspects of the merge.
Here’s how we do it:
First, Bluetext engages in detailed discussions to learn more about the objectives, goals, and visions for your new brand. We perform extensive quantitative and qualitative research on your competitors, your key audiences, and their needs, take a deep dive into the current presence and state of your brand(s) and conduct countless stakeholder interviews. We synthesize all of our findings to form a clear vision and direction for the brand that’s both informed by data and supported by key stakeholders.
New Name, Logo, & Visual Identity Creation
Once a clear brand vision is in place, Bluetext moves into name, logo, and visual identity creation. We conduct a series of workshops to (1) come up with a name and logo that reflects the tone, attitude, and purpose of your brand, and (2) produce a visual brand strategy that will position your company for success in the markets you serve. The insights we pull from these sessions inform our creative direction and the moodboard that will serve to guide the visual brand identity, including colors, typography, iconography, and other identity system attributes.
With a new name, logo, and brand identity in place, Bluetext Public Relations will take over to elevate your new brand and build market leadership through strategic and innovative PR campaigns. We’ll lock in on a story that conveys the reason this new entity exists and how it will have an impact, that resonates with all your key audiences, and that builds overall excitement for the brand.
Whether it’s creating new collateral templates, launching a fully redesigned website, or executing paid media and ‘Go to Market’ campaigns, Bluetext can produce various assets that take your brand even further and set you up for continued success well into the future.
Having the right branding provides a valuable opportunity to define and differentiate the identity of your newly combined entity in the market and will set the tone for what consumers can expect from your company moving forward. Working with a brand development agency like Bluetext early on in the process is critical to get that branding right and ensure your M&A success.
Want to learn more about our M&A success stories? Check out our work HERE.