Navigating the Brand Transition after Acquisition or Merger – Implementation of the National Brand and Signature of the Company

Whether you’ve acquired or acquired a business, managing your branding requires careful planning and execution. Here are some considerations to ensure the transition goes smoothly.

M&A activity reached new heights during 2021, reaching $5.9 trillion globally. This trend continued until early 2022, when the first quarter reached $1 trillion. While recession fears and other economic factors have slowed this activity, some experts believe the second half of 2022 could be stronger than the first. Companies that have previously been involved in deals, are looking for targets, or are in the market to be acquired should plan for a brand transition after acquisition or merger efforts are complete.

In this post, we will not explore the myriad other details that must be dealt with through a merger or acquisition, such as transferring employees, consolidating assets and capabilities, implementing or switching technology systems, etc. Instead, we focus on the physical aspects of the brand – signage, exterior and interior building designs, and even energy-related items like lighting. These aspects are essential to the success of any site – but making changes to them takes time, strong planning, and careful coordination.

Here are some of the basic questions that you and your team will need to consider as you manage the brand’s transition after an acquisition or merger.

1. What does this mean for the brand?

We’ll start at 50,000 feet. Remember that your brand is a living thing – every day, you talk and interact with countless customers and employees across your area. Whenever a company is acquired or acquired, it is essential to examine what that means for the brand. Will this change what the brand stands for, aims for and strives for? These strategic questions are often the responsibility of leadership to navigate, but facility managers and marketing leaders will have to translate this into implementation. As a result, these decisions will affect the material aspects of the brand.

2. Is this an opportunity to clarify or expand the brand?

One of the most common reasons for a merger or acquisition is to add the target company’s capabilities, areas of service, or expertise to those of the buyer – usually because the target company has a corner in the market or it may take too long for the buyer. Developed at home. As a result, the company is growing strategically. This is also an opportunity for the brand to grow. Visually, it may be appropriate to take corporate identity to the next level to indicate this growth or to visually communicate the existence of a new service line. The same goes for the implementation of the physical brand. How do you take your sites — whether you work in retail, healthcare, financial services, or any other industry — to the next level and communicate what the new brand can do?

Dive deeper into branding: Discover how external and internal brands are having a beneficial impact on the customer experience.

3. What is the brand transition range and timeline?

With us coming out of the clouds, it’s time to look at the actual work of the brand transition after an acquisition or merger and plan what your software will look like. How many sites are included? Depending on your industry, not every location may be included – in some markets, an acquisition or merger can lead to intentional downsizing. Additionally, what is the time frame in which all brand transfer work must be completed? Leaving old brand assets in place for too long can have a negative and confusing effect, so establishing a timeline in which transitions must be completed will be beneficial—whether to maintain brand integrity or to give your brand transfer program some guidelines.

Proven approach: See how our team seamlessly handles every brand implementation from start to finish.

4. What is the scope of work?

There are many brand assets to consider when transferring an acquired company to a new brand. Interior and exterior signage, signage, exterior of the building, interior spaces, and even lighting must be evaluated to ensure they are consistent with what the new brand stands for. Each of these assets plays an important role in the customer journey (and in employee journeys, too), so thinking carefully about how each asset conveys the brand message is critical. On the lighting side, remember that different color temperatures, brightness, and other details affect customer perceptions as well as safety; Hence, these need to be considered where appropriate (in many cases, power upgrades will pay themselves out in a few years to a few years).

Opportunity highlight: Find out how lighting as well as proactive maintenance positively impacts brand performance.

5. How will the program be implemented?

Last but not least – who would actually do all this? Brand implementation is beyond the scope of many organizations. Different locations or regions can be enabled to manage their own updates, but there are a lot of variables at play. If managed ineffectively, the costs of brand transmission after an acquisition or merger may spiral out of control and likely not be uniform. The timelines will also differ, which creates more confusion.

The ideal solution is to work with a brand implementation company that follows a program management approach and pool their capabilities through a nationwide network of field partners. A brand implementation company oversees the entire program from start to finish as well as each field partner (which can be a signage company, commercial electrician, lighting specialist, general contractor, etc.) for each site. All timelines, projects, documents, resources, and more are overseen by a qualified team, giving you more time to focus on other strategic priorities.

Learn how to perform with distinction: See how we ensure the success of the process from start to finish.

Get the perfect solutions for your brand transition after an acquisition or merger

Stratos is a leading brand implementation company built on a 150-year legacy of expert oversight of nationwide brand transformation programs. Every day, the Signage, Energy, Facility Maintenance, Modernization, and Redesign divisions support some of the biggest brands in many industries with their brand implementation needs. We’ve supported financial institutions with rebranding after mergers, switching arenas to new team names, and countless other transition related programs. Our team is ready to do the same for you.

Contact us today to share your brand transition requirements, and we’ll help you explore unlimited possibilities to find the perfect solution.

%d bloggers like this: