If there are two words that describe the dynamic, supercharged atmosphere of 21st Century business it’s these: Private Equity. If your company has matured beyond a start-up but isn’t large enough to go public, there’s a good chance you’ve either been acquired by a PE firm or will be soon enough. And while PE mergers and acquisitions can be exciting (especially if you have equity in the company being acquired – woohoo!) they can wreak havoc on your brand and your marketing plans.
So picture this: your company just got acquired by a PE firm and you’re the incumbent VP of Marketing or Brand. There’s a new sheriff in town and the plans for rapid growth are coming fast and furious. And that includes (you guessed it) a total rebrand.
Cue the panic attacks! What about our brand equity? What about all our brand assets? Our campaigns are already in market!? Does this mean a website teardown? Some of you seasoned vets will likely have been through this before and may take it in stride. But a rebrand in the midst of acquisition can be daunting.
Any misgivings about a gut rehab of your brand are understandable. But having assisted PE firms through a number of post-acquisition rebrands, we see this moment as a tremendous opportunity. Combining three companies into one, or breaking off a product and turning it into a standalone company, or folding one company into another – or any one of a number of other M&A scenarios – is disruptive.
But when the dust settles, a new brand story has the potential to emerge. There’s a narrative waiting to be carved out that can open new doors for your company. Everybody needs to know that story. Why are we doing this? What are the potential upsides? What new functional and emotional benefits are available to prospects, to buyers, and to shareholders?
Your brand is just a container. It’s a red solo cup. It’s a Yeti mug. It’s the Stanley quencher cup. An M&A event is an opportunity to fill it with new meaning. Rebuilding your brand will be one of the most important elements of your company’s post-acquisition lifecycle.
So don’t fear the reaper. Embrace the opportunity to fuel growth by taking your brand to the next level.