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Understanding how the brands will fit together in a merger or acquisition scenario is a critical part of due diligence.

Do Brand Architecture Research First

Often, mergers and acquisitions are justified based on the “synergies” that will be created between the two firms. And just as often, those synergies don’t come to pass and there is disappointment in the outcome of the merger.

Many times, synergies don’t happen because the two brands are simply too dissimilar to join together effectively. Brand alignment should be considered in the mergers and acquisition evaluation and due diligence process – long before the ink is on the contract.

Uncover Brand Alignment With Brand Architecture Research

Brand architecture research should be conducted on both brands to identify the key elements:

Who is the key audience or target market for each brand?
What is the market position of each brand? What is the brand known for?
What are the strengths, weaknesses, opportunities and threats for each brand?

Plan To Merge Brands

Mergers and acquisitions should include a considered plan for combining (or not) the brands in question. This consideration can avoid the embarrassing situation of simply mashing two brands together (often referred to as a “train wreck”) and diluting the value of both. Conducting a brand audit as part of your due diligence will give you valuable information for valuing the business and for capitalizing on the real synergies that exist.