Welcome back to our three-part series on navigating brand strategy after an acquisition. In Part 1, we explored brand architecture strategy and how to evaluate whether a branded house, house of brands or hybrid model best supports your goals.
Once you’ve determined the right structure, the next step is deciding how — and how much — to evolve your brand presence. Here in Part 2, we’ll cover how to plan and execute a thoughtful rollout, whether it’s a full rebrand or a more subtle shift. Then in Part 3, we’ll explore how creative execution brings your brand strategy to life.
A Thoughtful Rollout Sets the Tone for the New Brand
A successful rollout after acquisition requires strategic planning, clear communication and a thorough understanding of your brand’s identity, post-merger. Here, we’ll explore how to effectively evaluate your branding, align your team and execute external updates.
If your merger or acquisition requires a restructuring of your product offerings, be sure to check out our Branding Considerations blog for more information. Once you’ve decided on your overall brand architecture, it’s time to develop a rollout strategy for internal and external stakeholders.
Internal Considerations for Rebranding After an M+A
Before you launch externally, it’s critical to align internal teams. A strong internal foundation lays the groundwork for a successful rebrand after acquisition.
Define short-term and long-term goals
First, identify clear objectives. These goals guide decision-making and ensure your team stays focused. Here are examples of short-term and long-term goals we see most often.
- Short-Term Goals
- Simplify and clarify the brand for both internal and external stakeholders
- Transfer product equity to the brand or vice versa, depending on your brand’s product architecture
- Empower sales teams with updated resources and tools to ensure they can confidently present the evolved brand
- Long-Term Goals
- Increase the brand’s market presence within its category
- Generate leads and boost sales volume
- Enhance customer loyalty and lifetime value
Identify barriers to success
Evaluate potential challenges that could hinder your rollout. These might include resistance to change, outdated materials or unclear messaging. Once identified, create a strategy to address these barriers.
Determine key stakeholders
Who are the decision makers? Ideally, this should be a short list of people with representatives from your strategy and creative teams. Too many stakeholders creates project delays.
Key Internal Tactics for a Rebranding After an M+A
We recommend taking these steps to ensure internal alignment:
- Audit Existing Brand Materials: Review all brand assets (internal and external), sales collateral and documentation to determine what needs updating. This can include:
- Tangible marketing assets such as billboards or business cards
- Internal facing documents such as sales decks or training materials
- Digital assets such as social channels, website or digital ad placements
- Develop a Hub for Resources: Designate one place for all updated materials, so internal teams have easy access. Develop FAQ documents that address the anticipated most asked questions about the rebrand
- Create Talking Points for Leadership: Develop a set of key messages for executives to ensure consistency when communicating to stakeholders. It’s important to be transparent about why this change occurred and explain how this affects the overall mission and vision of the company
- Host Company-Wide Meetings: Introduce the evolved brand to your entire team in a unified setting. Explain the reasons behind the changes, the anticipated benefits and how their roles will contribute to the brand’s success. Consider new internal swag like stickers, sweatshirts or mugs to amplify excitement
- Appoint Brand Leaders: Designate brand evangelists across all departments who can host team-specific meetings to address additional questions and generate buy-in
External Considerations
Once your team is aligned, it’s time to share the evolved brand with the broader world. A consistent and coordinated external rollout builds trust, generates buzz and helps the new brand identity take root.
Website updates
Your website serves as the digital face of your brand. Update it with refreshed messaging, visuals and navigation that align with the new identity. Ensure the site communicates the benefits of the rebrand and highlights the enhanced value of your offerings.
Revise brand messaging
Adjust messaging across all external communications, including social media, investor relations documents and press releases. Be transparent and articulate the vision to foster trust and excitement.
Marketing campaigns
Your marketing strategy will need adjustments to reflect the updated brand:
- SEO: Update keywords and metadata to align with the new brand direction
- Earned Media: Pitch the story to industry publications and influencers. Focus on how the evolved brand brings more value for customers
- Paid Campaigns: Develop ad creative that showcases the new identity and communicates the brand’s benefits to your target audience
Refresh creative assets
From email templates to business cards, every piece of collateral should reflect the updated branding. Consistency across all touchpoints is essential for building credibility and recognition.
Finish Strong: Let Your Rollout Build Lasting Brand Momentum
A well-planned rollout does more than announce a new brand — it builds trust, clarity and momentum. If you align internal teams first and communicate externally with purpose, you can turn a complex transition into an opportunity for deeper connection and sustainable growth. Stay tuned for Part 3, where we’ll bring everything together by exploring how creative execution can fully realize your brand’s new identity.
Navigating a Rebrand After an Acquisition?
From strategic planning to tactical rollout, Walker Sands helps brands reimagine their identity and move forward with purpose. Whether you’re just getting started or deep in the process, we’re here to guide you every step of the way. Start your rebrand with confidence and reach out to our team today!
