Branding Driven by Private Equity Deals

The past decade has seen a spike in mergers and acquisitions, as conglomeration and consolidation seem to be the trend of the future. Healthcare, technology and media-related brands have experienced the most consolidation. Mergers and acquisitions offer attractive opportunities to consolidate talent, infrastructure and relationships, but an equal number of challenges. Luckily, Bluetext has experience with many clients seeking digital marketing and branding guidance either after a successful M&A event, or with an eye to the future of the company and it’s M&A potential. A consistent lesson learned from our clients across a wide variety of industries is the importance of branding, especially in the early M&A planning.

WHY a company should rebrand after an acquisition

One of the key challenges includes branding, which when done correctly creates a harmonious industry presence built for long term success. But when branding is neglected, it runs the risk of introducing new problems that might damage a firm’s reputation or open up rifts between internal teams. While key stakeholders tend to focus on talent, business operations or business development, branding can fall to the back burner. Though as an experienced brand marketing agency, Bluetext knows the risk of deprioritizing corporate messaging & branding. Without unified brand creative and messages, a newly consolidated company lacks the foundation and united front to be successful in the marketplace and internally. 

Often newly merged companies decide to either adopt one existing brand, or decide to create a new brand for a fresh look when they go to market. This decision is crucial to make early on, as it sets the tone for the entire process. While there are pros and cons to both avenues, Bluetext has observed companies that opt to create a new brand identity and corporate messaging often experience higher excitement, zeal and attention with the new company announcement. A blank slate for the brand story, key messages and creative visuals gives all stakeholders the chance to weigh in and feel heard in the process. The end result is a new brand that all internal stakeholders feel connected to and proud to represent both digitally via social media and physically via corporate swag. 

HOW new branding affects the business

Creative brand agencies tend to think of two top considerations for branded materials: internal communications and external marketing. Both are of significant importance to any company, but especially of a newly merged or acquired one.  

Well-branded internal communications can serve as a unifier for a new company and its employees, especially if two companies with distinct cultures are merging. Having the same style business cards, Powerpoint templates, or even branded swag creates a sense of kinship amongst colleagues. Especially in larger corporates, consistent brand assets can send a subtle but effective message of cohesion when connecting with new colleagues or other office locations. 

The second, slightly more obvious reason for branding is external marketing. Your go-to-market strategy should be reinforced with strong branding and messaging. Whether your primary goal is to appeal to customers, stand out from competitors, or attract talent, you need well-developed marketing materials in your toolkit. Especially when pitching to prospective clients or customers, it would look disjointed and confusing to see conflicting branding across a company’s website, resources, or collateral. 

From press announcements to rebranded websites and collateral, Bluetext is a full-service digital marketing agency that can guide your company through than rebrand or M&A process. Contact us to learn more about our services.