Rising merger and acquisitions: Why B2B branding in M&A is critical
In recent months, KLIQ has noticed a significant uptick in companies approaching us for brand refreshes, particularly those that have been involved in B2B mergers and acquisitions.
It’s no surprise that we’re seeing this trend—according to an annual survey of dealmakers, 70% of respondents indicated they would increase deal activity in Australia over the next 12 months, marking the strongest sentiment recorded in three years. Additionally, 95% of these dealmakers are planning M&A activity in the country this year.
Why does M&A necessitate a brand refresh? In the case of M&A deals, brands from both sides of the transaction need to find their new place in relation to each other. Building clear and cohesive brand architecture is critical for shaping the new company's marketing efforts. Skipping this step can lead to messaging redundancy, inconsistency and confusion
How to ensure smooth and successful brand transition during M&A
Mergers and acquisitions (M&A) present a unique set of challenges and opportunities when it comes to branding. As two companies come together, it’s essential to create a cohesive brand identity that represents the new, unified entity. Based on our experience at KLIQ, we’ve identified several key steps that can help ensure a smooth and successful brand transition during this critical time.
- Establish a Unified Brand Vision
Begin by aligning both companies on a shared brand vision. Clearly define the combined entity’s mission, values, and goals to ensure consistency across all brand assets. This unified vision will serve as the foundation for all branding efforts moving forward, guiding every decision and ensuring that the new brand is cohesive and aligned with the company’s strategic direction. - Develop Comprehensive Brand Guidelines
Once the brand vision is established, it’s crucial to create detailed brand guidelines. These should cover everything from logo usage and colour palettes to tone of voice and messaging. Comprehensive guidelines ensure that all teams are on the same page and help maintain brand consistency across all touchpoints, whether it’s in marketing materials, internal communications, or client-facing documents. - Leverage Collaborative Design Tools
To streamline the creation and updating of brand assets, it’s important to leverage collaborative design tools like Canva. Platforms like Canva make it easier to maintain a unified look and feel across departments, allowing multiple teams to collaborate effectively. This approach is particularly beneficial during an M&A when teams from different backgrounds are working together for the first time. - Conduct a Brand Audit
Before fully implementing the new brand, conduct a thorough brand audit. Review all existing brand assets from both companies, identifying overlaps, gaps, and inconsistencies. This audit will help you understand what needs to be retained, revised, or retired, ensuring that the new brand direction is clear and cohesive. - Engage All Stakeholders
Finally, it’s essential to engage key stakeholders from both organisations in the branding process. Their input and buy-in are crucial for ensuring that the new brand assets resonate with internal teams and external audiences alike. Involving stakeholders early and often helps build consensus and ensures that the final brand identity is well-received and effectively implemented across the organisation.
By following these steps, companies undergoing M&A can build cohesive B2B brand assets that not only reflect the new entity’s vision and values but also resonate with their target audience and stand out in the marketplace.
Ensuring brand identity survives B2B mergers and acquisitions
A recent CEO survey showed that around 60% of the surveyed respondents expected their businesses to make at least one acquisition in the next 3 years, with more than 30% expecting to make 3 or more acquisitions.
B2B mergers & acquisitions (M&A to many) can be disruptive, and not least to an organisation’s marketing team. So it’s no surprise we’ve been contacted by a growing number of B2B clients to do a brand refresh.
Out of this growth in interest, we’ve been working on some very exciting B2B brand and comms refresh projects and one goal that stands out, again and again: B2B marketers are looking for design solutions that support their brand and work seamlessly within current workflows and processes across departments. A non-disruptive, effective uplift is the aim.
How to build cohesive B2B brand assets post M&A
According to McKinsey, design-driven companies saw 32% more revenue growth over five years compared to those that didn’t prioritise design. This statistic highlights the undeniable impact of design on business success.
For most B2B marketers, balancing a brand refresh alongside strategic initiatives like driving revenue growth, optimising customer experiences, aligning sales and marketing efforts, and managing cross-channel campaigns can be a complex challenge. While many are well-versed in maintaining brand guidelines, the process of consistently updating and integrating brand messaging, refreshing creative, and enhancing the digital customer experience requires a strategic approach.
A recurring issue we’ve identified during our engagements with clients is the inconsistency in important assets such as proposals, presentations, and pitch decks. These materials are often being distributed from various departments without a cohesive and professional outlook, which can dilute the brand’s identity and impact.The missing piece has often been a collaborative design approach and a platform that says, “Let’s streamline this mess.”
By leveraging tools like Canva, KLIQ has helped clients create standardised documents to be created across all departments—from sales and marketing to HR and creative—ensuring that all outward-facing assets are consistent and best represent the company. With Canva, any changes made to templates are automatically updated throughout the organisation, providing a unified front in every interaction with prospects and clients.
Harnessing Canva’s design power for B2B rebranding success during M&A
At KLIQ, we’ve historically assisted clients with MS Word and PowerPoint template design, tools that are familiar and widely used in corporate environments. However, while MS Word offers ease of use and compatibility, it often falls short in providing the flexibility and creative freedom needed for modern branding.
Recognising the need for more dynamic and collaborative solutions, KLIQ has now fully embraced Canva as our go-to tool for creating B2B brand assets, particularly with its AI-powered tools. Canva’s collaborative nature, intuitive interface, and rich design capabilities offer a significant advantage over traditional tools like MS Word. This shift allows us to deliver more dynamic, visually compelling content that aligns seamlessly with our approach to collective decision-making, fostering open communication and active participation from all stakeholders throughout the project.
Besides refreshing their branding, our clients have also seized the opportunity to update their visual identity by implementing all these assets on Canva. This platform has enabled seamless collaboration with our design team, making it quick and efficient to enhance templates—whether it’s incorporating tables, diagrams, client testimonials, or creating downloadable assets like case studies and whitepapers —quick and efficient. This comprehensive approach ensures that every piece of content not only reflects the brand’s new identity but also aligns with their strategic goals moving forward.
Refreshing your B2B brand identity doesn’t have to be daunting—it can be a seamless and collaborative process that yields powerful results. At KLIQ, we’re committed to delivering solutions that not only meet but exceed your expectations, ensuring your brand stays ahead in a competitive market. If you’re ready to align your brand with your business direction and target market, now is the perfect time to rethink your B2B branding strategy. Connect with us at KLIQ, and let’s work together to create a brand that genuinely resonates with your audience and drives success.
