Don\u2019t sink before you leave the slip<\/strong><\/h2>\nWhen going through a merger or acquisition<\/a>, leaders tend to focus on the quantifiable aspects of the transaction, such as financial models, tax implications, and employment contracts. However, it is important for firms going through a merger to establish a unified brand message that aligns with the new business strategy. When firms do not prioritize or consider their brand message they undermine and may sabotage the success of an M&A growth strategy<\/a>\u2014they sink the ship before it gets a chance to set sail.<\/p>\n\nDownload the M&A Guide for Professional Services Firms<\/a><\/p>\n<\/div>\nMergers and acquisitions present great opportunities for firms to rethink and refresh their brands<\/a>. The manner in which a firm creates its new brand message after a merger provides insight into the new entity and how the unique aspects of the separate firms and cultures come together to create an \u201cenhanced\u201d organization.<\/p>\nChart your course thoughtfully<\/strong><\/h2>\nIt\u2019s not an easy task to combine two company cultures to arrive at a unified brand with a common culture and brand message. The leaders of each firm must agree on a new brand that accurately reflects the combined strengths, differentiators<\/a>, and value propositions of the united organization.<\/p>\nWe recommend firms begin the process with a strategic planning session, during which leaders discuss and agree on the strategies and tactics for integrating all aspects of the merging firms, including operations, marketing and culture.<\/p>\n
There is always a lot to cover. Here are a few examples of the marketing and branding decisions that should be made during the strategic planning session:<\/p>\n
\n- Whether or not to rename the firm, adopt a new logo, or to co-brand<\/li>\n
- The underlying brand position and how it will support immediate and long-term business goals<\/li>\n
- Which key differentiators to highlight in marketing communications<\/li>\n
- How marketing budgets<\/a> and resources will be allocated<\/li>\n
- What client retention strategies to implement<\/li>\n<\/ul>\n
<\/p>\n
\nSee also: An M&A Integration Checklist for Professional Services Firms that Puts Your People First<\/a><\/p>\n<\/div>\nRow in the same direction<\/strong><\/h2>\nTo avoid internal discord, spend time communicating with and listening to key stakeholders and representatives throughout the new organization. If everyone is \u201crowing in the same direction,\u201d you will speak in a unified voice and be able to speak about the new organization\u2014what it is and what it represents.<\/p>\n
\nDownload the M&A Guide for Professional Services Firms<\/a><\/p>\n<\/div>\nTo gain maximum support and buy-in for the new brand message it\u2019s best to get everyone involved early. Create an atmosphere of inclusion, in which people feel they can be heard and their voices matter. Not all opinions can be included, but people will know that the firm\u2019s leadership listened to and considered their perspectives.<\/p>\n
Don\u2019t get caught without a paddle<\/strong><\/h2>\nOnce a new brand message has been established, equip everyone in the organization with the knowledge and tools they need to communicate the message consistently. Leaders in marketing and communication can serve as key points of contact for educating the entire organization on how to speak on behalf of the firm.<\/p>\n
The firm\u2019s brand message must include the consistent application of the visual brand<\/a> in all marketing and collateral pieces, including sales materials, brochures, pitch decks, and the firm\u2019s website.<\/p>\nLand Ho<\/strong><\/h2>\nAs you combine teams, provide your employees something to rally around and get excited about. Inspire their enthusiasm for the new brand by making internal communications a priority.<\/p>\n
Consider throwing an internal launch event for employees and share the new brand message and materials with everyone. Explain key dates for external brand launch<\/a>. Let them know what happens next, so everyone is on the same page when the new brand is fully in place. Keep employees at all remote locations informed as well. If it\u2019s not possible to do this in person, plan to send regular communications like email newsletters from members of the executive team to keep everyone aware of what\u2019s happening.<\/p>\nDon\u2019t forget to tell your mates<\/strong><\/h2>\nOf course, you can\u2019t forget your clients. Focus your rebranding efforts on your core brand message<\/a> and positioning<\/a>. Establish compelling differentiators and proof points so clients understand how they\u2019ll benefit by working with you\u2014how you will help them solve their problems.<\/p>\n\n
Download the M&A Guide for Professional Services Firms<\/a><\/p>\n<\/div>\n Mergers and acquisitions present great opportunities for firms to rethink and refresh their brands<\/a>. The manner in which a firm creates its new brand message after a merger provides insight into the new entity and how the unique aspects of the separate firms and cultures come together to create an \u201cenhanced\u201d organization.<\/p>\n It\u2019s not an easy task to combine two company cultures to arrive at a unified brand with a common culture and brand message. The leaders of each firm must agree on a new brand that accurately reflects the combined strengths, differentiators<\/a>, and value propositions of the united organization.<\/p>\n We recommend firms begin the process with a strategic planning session, during which leaders discuss and agree on the strategies and tactics for integrating all aspects of the merging firms, including operations, marketing and culture.<\/p>\n There is always a lot to cover. Here are a few examples of the marketing and branding decisions that should be made during the strategic planning session:<\/p>\n <\/p>\n See also: An M&A Integration Checklist for Professional Services Firms that Puts Your People First<\/a><\/p>\n<\/div>\n To avoid internal discord, spend time communicating with and listening to key stakeholders and representatives throughout the new organization. If everyone is \u201crowing in the same direction,\u201d you will speak in a unified voice and be able to speak about the new organization\u2014what it is and what it represents.<\/p>\n Download the M&A Guide for Professional Services Firms<\/a><\/p>\n<\/div>\n To gain maximum support and buy-in for the new brand message it\u2019s best to get everyone involved early. Create an atmosphere of inclusion, in which people feel they can be heard and their voices matter. Not all opinions can be included, but people will know that the firm\u2019s leadership listened to and considered their perspectives.<\/p>\n Once a new brand message has been established, equip everyone in the organization with the knowledge and tools they need to communicate the message consistently. Leaders in marketing and communication can serve as key points of contact for educating the entire organization on how to speak on behalf of the firm.<\/p>\n The firm\u2019s brand message must include the consistent application of the visual brand<\/a> in all marketing and collateral pieces, including sales materials, brochures, pitch decks, and the firm\u2019s website.<\/p>\n As you combine teams, provide your employees something to rally around and get excited about. Inspire their enthusiasm for the new brand by making internal communications a priority.<\/p>\n Consider throwing an internal launch event for employees and share the new brand message and materials with everyone. Explain key dates for external brand launch<\/a>. Let them know what happens next, so everyone is on the same page when the new brand is fully in place. Keep employees at all remote locations informed as well. If it\u2019s not possible to do this in person, plan to send regular communications like email newsletters from members of the executive team to keep everyone aware of what\u2019s happening.<\/p>\n Of course, you can\u2019t forget your clients. Focus your rebranding efforts on your core brand message<\/a> and positioning<\/a>. Establish compelling differentiators and proof points so clients understand how they\u2019ll benefit by working with you\u2014how you will help them solve their problems.<\/p>\nChart your course thoughtfully<\/strong><\/h2>\n
\n
Row in the same direction<\/strong><\/h2>\n
Don\u2019t get caught without a paddle<\/strong><\/h2>\n
Land Ho<\/strong><\/h2>\n
Don\u2019t forget to tell your mates<\/strong><\/h2>\n
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