Merger Branding: Lessons Learned in Crafting a Unified Identity

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Mergers are more than just financial transactions—they are a union of cultures, values, and identities. Successfully branding a merged organisation requires a thoughtful approach that goes far beyond new logos and colour palettes. During my recent appearance on the CMO Diaries Podcast, I shared insights into leading a merger branding effort, drawing from my experience with the rebranding journey at Zai.

This article explores the lessons learned, from aligning leadership and values to implementing a minimal viable brand (MVB) approach, and highlights the importance of team buy-in in creating a unified identity.

1. Start with Shared Values, Mission, and Vision

The foundation of any rebrand is a clear, shared understanding of the company’s values, mission, and vision. This alignment creates the north star that guides every decision, from naming to marketing strategy.

Our Approach:

  • We formed a rebrand task force with representatives from both merging companies, spanning various departments and levels. This inclusivity ensured diverse perspectives were considered.

  • Through a series of workshops facilitated by a human behaviour expert, we identified the shared values and intrinsic qualities that defined the new organisation.

Key Insight: The goal isn’t to merge two sets of values but to create a transformative shared identity that reflects the future of the business.

Pro Tip: Use tools like Miro boards or similar collaborative platforms to capture ideas, foster dialogue, and build consensus.

2. The Minimal Viable Brand (MVB) Approach

Branding after a merger can feel overwhelming, with countless decisions to make in a compressed timeline. The MVB approach, inspired by the minimal viable product concept, prioritises what’s essential to establish the brand’s foundation and meet immediate business needs.

What We Focused On:

  • Core Elements: Values, mission, vision, and positioning statements.

  • Visual Identity: Name, logo, and basic design elements to establish the brand’s look and feel.

  • Practical Deliverables: Reskinning the website, updating email signatures, and ensuring consistent messaging across key assets.

Why MVB Matters: By focusing on essentials, you can launch the brand quickly and iteratively refine it over time.

3. Align Leadership and Secure Buy-In

A rebrand can’t succeed without the full support of leadership. The leadership team not only approves decisions but also acts as champions of the new brand throughout the organisation.

Strategies for Leadership Alignment:

  • Present a clear business case for rebranding, highlighting the commercial and cultural benefits.

  • Involve leaders in workshops to shape the brand’s values and mission.

  • Equip leaders with tools and talking points to cascade the new brand narrative throughout their teams.

Example: During our rebranding process, we ensured every leader could articulate the “why” behind the rebrand and its significance for employees and customers alike.

4. Foster Team Collaboration and Avoid Alienation

Rebranding often stirs strong emotions, especially when one company’s identity is more visible post-merger. To ensure a smooth transition, it’s critical to engage teams early and address concerns openly.

Our Approach:

  • We acknowledged the emotional impact of phasing out the Assembly Payments brand while celebrating its contributions to our shared history.

  • Fun activities, like brainstorming new employee nicknames, helped foster camaraderie and enthusiasm for the new brand.

Key Insight: A successful rebrand isn’t just about launching a name or logo—it’s about creating a shared sense of ownership and pride in the new identity.

5. Practical Realities: Timelines, Tools, and Challenges

Rebranding after a merger involves juggling countless details, from legal considerations to technical implementations. One of the biggest challenges we faced was coordinating across multiple time zones, which added complexity to every decision.

Lessons Learned:

  • Timeline Management: What we thought would take six weeks turned into a four-month process due to time zone constraints and the need for thorough stakeholder input.

  • Iterative Launches: Instead of waiting for perfection, we launched with a reskinned website and interim email solutions to maintain momentum.

  • Detail-Oriented Planning: A dedicated project manager was essential in tracking deliverables and preventing small oversights from derailing progress.

6. Measuring Success and Building for the Future

A rebrand doesn’t end with the launch—it’s an ongoing journey. Success lies in embedding the brand’s values into everyday behaviours and communications.

How We Measure Success:

  • Employee Adoption: Are employees naturally living and articulating the brand’s values?

  • Customer Engagement: Is the new brand resonating with our audience and driving loyalty?

  • Cultural Integration: Are teams from both legacy organisations aligned and collaborating effectively?

Example: Post-launch retrospectives allowed us to refine phase two of the rebrand, ensuring smoother execution and alignment with long-term goals.

Conclusion: Creating a Brand That Thrives

Rebranding after a merger is as much about people as it is about strategy. By focusing on shared values, adopting an MVB approach, and fostering collaboration, you can create a unified brand that reflects your organisation’s future while honouring its past.

As I shared on the CMO Diaries Podcast, the journey of rebranding isn’t without its challenges, but it’s also an opportunity to build something extraordinary. You can listen to the full conversation here.

Citations

  • Harvard Business Review: “Building Brand Equity During Mergers and Acquisitions”

  • McKinsey & Company: “The Role of Culture in Successful M&A”

  • Forbes: “Minimal Viable Branding: How to Nail Your First Impression”