Mergers and Acquisitions

The merger & acquisition process is an exercise that many underestimate. The rebranding process is more than a simple updating of a logo and website. It includes a lot of extra marketing work on top of business as usual. From updating websites, integrating data and systems, to revamping content and company messaging, there’s a lot to consider.

Companies undergoing a merger & acquisition need to ensure that their brand and the value they provide customers are both clearly and consistently articulated following the merger & acquisition process. This can be a period of rapid change for organizations, and they often have to contend with a lot of digital assets—both old and new—as part of the rebranding and consolidation process. This can inevitably be a chaotic affair without the right processes, tools, and appropriate communication channels in place.

By having a central location to manage brand operations and the digital assets of both entities, digital asset management for companies in the midst of a merger or acquisition allows for better transparency, communication, and consistency for branding and marketing assets during a time of rapid change.

The end result of leveraging digital asset management during M&A is a more structured, coordinated rebranding launch, and ultimately more trust and confidence with their customers by providing consistent brand experiences across all digital touchpoints.

Disorganized, decentralized digital assets

A common issue facing companies right after the initial merger & acquisition is having company assets spread out and disorganized across multiple file-storage solutions and harddrives, stifling the ability to effectively audit everything, and preventing marketing and sales teams from quickly finding the files they need.

By leveraging digital asset management such as Bynder as a single source of truth for brand operations, teams can communicate better, inspire marketing efforts across global markets via self-sufficiency, and easily share content with teams outside of the marketing department such as sales and finance. With smart filters and a file taxonomy that matches the company “lingua franca”, stakeholders know exactly how to locate and use digital assets.

Rebranding struggles

When two organizations are merging systems, processes, and people, there are even more opportunities for miscommunication. Whether they’re communicating internally across newly merged companies, or communicating externally to PR and agencies, showcasing a strong brand story is important. If not, organizations may lose credibility and the confidence and trust of their customers.

Integrating Brand Guidelines functionality within the digital asset management suite (such as with Bynder) can significantly help prevent these issues by functioning as a “digital home” for a newly-rebranded identity, providing a central place to communicate design principles, mission statements, instructions on creating branded assets, and more.

By ensuring simple accessibility that is also easy to update, key stakeholders know exactly how the rebranded company should be communicated for better brand consistency and clarity.

To learn more about the benefits of digital asset management for companies undergoing an M&A, check out our guide: How Bynder helps marketing teams tackle M&A-triggered rebranding activities.