David Barzilay Management Insights on How to Rebrand a Business

Two companies merger post an acquihire. But while the companies combine forces, it is important to remember that they have different strengths. The two companies also have differing positions in the marketplace based on product type, services, prices as well as other considerations. For instance, the business may specialise in marketing and sales, while the company one merges with specialises in product development. Coming up with a new brand is essential to let the marketplace become aware that sales is not lost. The David Barzilay management insights focus on how to evaluate your business as well as rebrand and market new services, products or businesses.

  • Evaluate the Brand

The core of rebranding strategies for target companies is examining old brands to check which aspects of the positioning in the marketplace companies want to keep and which they want to discontinue. When both companies have strong brands, the two can conflict and send mixed messages to customers and clients. Checking out the company’s product features, pricing, distribution channels and benefits is important. Then, moving forward, one can determine the direction of the new brand. The David Barzilay management team always looks at the bigger picture.

  • Develop A Deeper Understanding of Brand Positioning

The merged company’s price, position, product and place of sale must be considered. For offering the best products and services, it is essential to determine what the unique selling proposition is, based on product features, price and benefits, so it can be communicated to clients or customers. For companies in a competitive marketplace, considering the multiple brands is essential.   You also need to announce the new business, service or product in the marketplace.

Let current clients know what is taking place and find a message that resonates with them is vital. If the pricing strategy is a critical part of the rebranding strategy, it needs to be stressed on. If the distribution channels position one as high end or budget-friendly, announcing where your brand is positioned is important. A single brand is too limited to encompass the different aspects from a newly acquihired company.

  • Advertising the New Brand

Once the brand has been established again, different prospective customers and current individuals need to be informed regarding it. The merged or acquihired business should also work to ensure current customers that no loss occurs in terms of service or product expectations. Announcing which products or services will be discontinued as a result of the acquihire is another critical step. Emphasise the benefit of discontinuing a certain product or service, with the ability to focus on better products and services. Give the rebranded message more exposure. This can also help the business to assess whether customers will be able to grasp a new brand’s concept and value.

  • Understand How the M&A Deal Impacts Your Brand

A merger or an acquisition impacts the brand in myriad ways, apart from impacting the stakeholders in a company. The stakeholders include employees, customers and existing investors. A deal has implications for the way the company brand is perceived by potential customers and competitors. How the brand is approached and managed through the merger and acquisition process plays a vital role in its success. External branding is an important point to consider, too. Mergers and acquisitions complicate the current brand architecture of companies, so being intentional about the combined brand moving ahead is important. Marketing teams can pick the stronger brand or integrate both.

  • Rebrand After Considering Brand Equity

The David Barzilay management team also stresses on understanding which brand has more equity or the capacity to carry a company into the future. A merger or acquisition can also serve as a chance to reposition and reframe the company’s growth strategies. While managing the external message is important, the insiders of the company cannot be overlooked either. Going through a merger or acquisition as an employee or customer can prove challenging.

  •  Master People Management

The most important aspect for a company rebranding is to manage its people. The David Barzilay management team works to reshape and help each target company’s team achieve its goals post the rebranding process. While mastering people management is tough, it is imperative to consider the purpose of the acquisition in an open way and share the vision for the future as well as the action plan with your team.

Stronger brands are built when values and cultures are internally aligned. This ensures that the acquihire helps the company to deliver on promises made to customers. Brand perception comprises customer experiences and these are a very important part of the brand management process.

Approaching brand architecture post a merger or acquisition, therefore, requires committing to clarity to current and potential customers, and investors as well as the industry. It is important to bring everyone into the process, hear their inputs and give them a strong brand narrative to identify with.

A merger or an acquisition involves the union of companies and ultimately, corporate brands. The individual businesses mix with their own brand and logo, so that a fresh identity may be created. This involves a complete rebranding. The aim should be to showcase the best qualities of the target company post the makeover of the brand.

But if the rebranding is not up to the mark, a brand an acquire an image it never worked for. Bad marketing, inconsistent messaging or poor production choices may be at the root of this. Remember that a complete image makeover involves repositioning the brand in the minds of intended clients. If your company has been around for some time, original clients will have grown up with your brand. The best way to regain ground is to carry out a professional rebrand that speaks well for your brand positioning in a competitive market. Additionally, a solid mission statement is an important part of the branding process. It also needs to be concise and up to the point. The trajectory planned for the brand must be carefully delineated.

Staying relevant is vital for any brand. Rebranding for this reason is required. The David Barzilay management team excels at reinventing and revitalising the brand. This is the reason for its ever lasting successes in the M&A sphere.