An M&A attorney friend of mine once asked me, “Why should I advise my clients to rebrand? What good would it do?” There’s a simple one-word answer: Valuation.
Pre-deal, rebranding is like staging a house for sale. You can justify a higher valuation when the company’s value to a potential buyer is abundantly clear. The old legacy website, for example, often doesn’t do the best job of this.
Post-deal, rebranding can accelerate the success of the new merged entity and create an impetus for other acquisitions. This takes a repositioning of the company in light of transformed capabilities.
For the past couple of decades my company Reality2 has worked with companies in every phase of the M&A lifecycle. We develop rebranding strategies and execute them creatively in new websites and other assets.
For examples of how this works, along with “7 principles of rebranding” for any stage of the M&A lifecycle, check out this link:
https://reality2.com/manda/