BRAND STRATEGY FOR MERGERS

We can ensure that you know how to brand after your Merger in the most effective way possible

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Effective branding for merger success

Blending B2B brands when companies come together can be a bit like mixing a cocktail – you need the right balance to get it spot on. Merging two well-loved recipes successfully means keeping the essence that everyone loves while introducing something new, distinct and appealing.. That’s what we’re aiming for in a brand strategy for mergers. Not just combining resources but achieving something better. Making the rationale of merging worthwhile.
There are multiple strategic options when merging brands, ranging from backing the stronger brand, blending the brands, or creating a completely new brand, to maintaining business as usual. Each approach has its own set of pro's and con's in relation to internal and external perceptions. No magic formulas, each merger project is assessed on its own merits. We are here to provide an independent and expert evaluation of the brand strategy options and help implement the chosen route. We are not just consultancy advisors, we roll up our sleeves and stay involved to make it happen right through to relaunch into market.
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mergers branding for B2B companies

  • Brand Audit, Research & Discovery

    Brand Audit, Research & Discovery

    As brand strategists creative follows rather than leads. A thorough process of discovery, mapping and strategic thinking ensure the best outcomes for our brand projects. We add value best when there is Complexity, Challenge and Ambition.

  • Brand Audit, Research & Discovery

    Brand Audit, Research & Discovery

    As brand strategists creative follows rather than leads. A thorough process of discovery, mapping and strategic thinking ensure the best outcomes for our brand projects. We add value best when there is Complexity, Challenge and Ambition.

  • Brand Audit, Research & Discovery

    Brand Audit, Research & Discovery

    As brand strategists creative follows rather than leads. A thorough process of discovery, mapping and strategic thinking ensure the best outcomes for our brand projects. We add value best when there is Complexity, Challenge and Ambition.

  • Brand Audit, Research & Discovery

    Brand Audit, Research & Discovery

    As brand strategists creative follows rather than leads. A thorough process of discovery, mapping and strategic thinking ensure the best outcomes for our brand projects. We add value best when there is Complexity, Challenge and Ambition.

  • Brand Audit, Research & Discovery

    Brand Audit, Research & Discovery

    As brand strategists creative follows rather than leads. A thorough process of discovery, mapping and strategic thinking ensure the best outcomes for our brand projects. We add value best when there is Complexity, Challenge and Ambition.

    Strategic branding offer

    Custom brand solutions for post-merger integration

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    How to integrate brand strategy into your merger

    To be fair brand does not always sit high on the company checklist for business mergers. It is too often left until after the dust has settled, when in an ideal world our role as experts in branding for mergers should be utilised in advance to work on the optimum long term brand strategy and, vitally importantly, for communicating the brand logic to key clients, the market and major stakeholders.

    Integrating brand into the process is achieved by having full clarity of the three essential elements of the brand process:

    1. A written and agreed Brand Strategy developed from detailed research, survey and audit; alternative concept development; and agreement on the best branding route to fit the business goals and ethos.
    2. A subsequent Brand RoadMap that captures the strategy and identifies the major stages to achieve the desired outcomes.
    3. A comprehensive Branding Merger Plan that details exactly how the branding transition will be achieved post-merger.

    In total, nothing is left to chance. Branding is managed both methodically and creatively to make sure it is built on solid foundations.

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    mergers branding global

    Core principles for mergers

    Our core principles for your Merger Brand Strategy covers: gaining a comprehensive view of both companies, identifying and leveraging strengths, translating financial strategy into a compelling brand proposition, integrating offerings with the customer in mind, engaging employees, launching the brand with conviction, and sustaining brand momentum. These are nothing but words unless you ensure that every aspect listed is evaluated and the branding is coherent, distinctive and well understood.

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    Brand Masterplan

    We approach every new brand project as bespoke. The business and market context is different for every client project and we tailor each one to reflect this. Our branding capability ensures that your brand is built on rock solid foundations which allows the marketing campaign activity that follows to be more effective.

    Where brand fits in the M&A Process

    Branding plays a proactive role during a number of key phases during Mergers & Acquisitions, including:

      • Pre-acquisition preparing your company brand for sale, optimising your asset

      • Managing the brand comms during the M&A activity

      • Post-M&A to assess and define the optimum brand strategy for the future

      • Rebranding and seamless integration of acquired companies into the corporate brand

    Both internal + external matter equally

    It is essential to take the team with you when making changes to your brand strategy during and following M&A activity. It is a time of uncertainty and stress, so you want the internal team to feel consulted and for communicatons to be clear and to make sense.

    Externally, you want no disruption to client relationships and to promote the changes to the marketplace as a natural and positive development in your business growth plans.

    Luna are highly experienced in planning and project managing both dimensions.

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    01

    Audit + Assess Current Status

    Brand Masterplan

    We elevate brands to make them more coherent, focused and relevant, working with medium to large companies and corporates.

    02

    Strategic vision for the future

    Brand Masterplan

    We elevate brands to make them more coherent, focused and relevant, working with medium to large companies and corporates.

    03

    Design Brand Masterplan

    Brand Masterplan

    We elevate brands to make them more coherent, focused and relevant, working with medium to large companies and corporates.