My husband's favorite pic from our own merger: our wedding in October of 2016.
Mergers and acquisitions are like weddings. Everyone shows up with high hopes, a few awkward speeches, and maybe some baggage. But unlike weddings, these business unions come with a branding challenge: What story are you telling together?
Here’s what to keep in mind when navigating the branding maze post-merger or acquisition.
Start with strong brand architecture guidelines
Think of brand architecture as the blueprint for your new house. Without it, you’ll be guessing where the walls go — or worse, throwing things together and hoping they stick.
Brand architecture guidelines clarify how your brands relate to each other. Are you creating a single unified brand? Keeping both identities separate but linked? Or operating under a “house of brands” model? Knowing this upfront helps you make smart decisions about everything from logos to messaging.
Without these guidelines, you’re left with branding whiplash — and so is your audience.
Decide who you are now
When two companies come together, it’s not just about the balance sheet. You’re combining values, missions, and maybe even clashing personalities. Start by asking, “What do we stand for now?” If you can’t answer that clearly, neither can your customers.
Take inventory of both brands’ core strengths, find the overlap, and make sure the new identity feels cohesive — not like a Frankenstein creation. Nobody wants to be the corporate version of mismatched socks.
Keep it simple for your audience
Your customers don’t need a blow-by-blow of your boardroom drama. They want to know:
Are you still solving their problems?
Are you still you (or better)?
If the answer is “yes,” focus on communicating that clearly. The faster you can reassure people, the less likely they are to bolt to a competitor.
Don't forget about your employees
Before you unveil your shiny new brand to the public, make sure your team is on board. They’re the ones who’ll live and breathe this new identity every day. If they don’t buy into it, your customers won’t either.
Pro tip: Don’t just tell your employees what’s changing — let them help shape the story. A little buy-in goes a long way.
You don't need to reinvent the wheel
A rebrand doesn’t always mean scrapping everything. Maybe the old logo gets a modern update, or the color palette evolves. But don’t toss out years of brand equity just because someone in the C-suite is bored. Make changes that feel intentional, not trendy.
Remember: it’s a marathon, not a sprint
Brand integration takes time. You’re building trust — again. Customers will need a minute to adjust, so stay consistent and patient. It’s like a new relationship: overpromise and underdeliver, and they’ll ghost you faster than you can say “synergy.”
Mergers and acquisitions are complicated, but your branding doesn’t have to be. With strong brand architecture as your foundation, you can stay true to who you are, be clear about where you’re going, and be human in how you get there.