M&A Brand Analysis Framework
This simple framework can help identify and scope potential issues that emerge with platform add-ons. For B2B-focused platforms, you generally want to build around a single master brand unless there is good reason to do otherwise.
1. Assess current perceptions of the brand(s)
- For most B2B mid-market firms, a qualitative approach is best to build a tangible picture of the brand
- For some, a quantitative study to can be useful to build consensus or track progress over time
2. Outline the future product portfolio composition and complexity
- Take the customer view to review the brand assets side by side
- Does the portfolio “fit” together? Is there a logical organizing principle? Is there an opportunity to simplify?
3. Develop a preliminary transition plan
- Guide discussions, negotiations as to how brands will come together
- Avoid over-promising on brand issues with acquired founders (the negotiating table is not the place to make strategic branding decisions)
4. Socialize among deal teams and potential transition teams
- Prioritize different potential brand organization scenarios and implications, should there be a variety of brand strategy options
5. Address core elements that can help unify the brand
- Geographical issues (i.e. regional differences or language considerations)
- Premium vs. value positioning: differences among acquired brands will require thought about where your new brand plans to play
- Voice and tone: think through the right communication style to fit the newly merged company