image Maintaining Brand Identity and Authenticity During an Acquisition 

Maintaining Brand Identity and Authenticity During an Acquisition 

Undergoing a successful business acquisition may feel like a daunting task. In the process of such action, you want to ensure that your company maintains its brand identity. Brand identity is an essential part of keeping current customers and attracting new ones. How can you transition through an acquisition and keep the brand image intact? Let’s examine that below. 

Understanding How an Acquisition Works 

An acquisition is not the same as a merger, even though these terms are sometimes used interchangeably. During an acquisition, one company takes possession of another company by purchasing more than 50% of the other company’s shares. 

During an acquisition, the acquiring business absorbs the other company’s assets but retains its own brand identity. 

What Is Brand Identity, and Why Is It Important? 

A brand identity refers to the tangible and intangible elements of a company that go into making it memorable to consumers. Brand authenticity is composed of the company’s unique characteristics that help consumers understand more about it. These characteristics can persuade consumers to perceive the company in a certain way. 

Some of the elements of brand identity include its name, personality, history, and visual identifiers. 

Creating a strong brand identity is essential to personalizing your company’s face. With a solidified brand image, you can bring life to your identity while developing and strengthening the emotional connection with your customers. 

Finally, a strong identity helps differentiate your company, making it stand out from the competition. 

Graphic of a colored drawing representing a branding strategy.

Methods to Maintain Brand Identity and Authenticity During an Acquisition 

Developing a brand strategy is essential before and during the acquisition process. This ensures that your M&A has more of a chance for success. Some potential strategies for reinforcing your brand are as follows: 

  • Create a team to work on branding during the acquisition. 
  • Develop a plan to connect with the other company’s customers. 
  • If you have new products to sell, give them a familiar appearance so customers can recognize them. 
  • Review your marketing plan and make any necessary adjustments. 
  • Assess the strengths and weaknesses of both brands, then make decisions about what to highlight for branding and what to do away with. 

Talk to the Acquisition Experts at Confie 

Going through an acquisition doesn’t have to be stressful if you have the right plan in place. Now that you understand the importance of your brand identity, you can take steps to ensure that you maintain it. Talk to the experts at Confie about an acquisition strategy. 

Confie has a strong record of working with business acquisitions. Our team stays up to date on the best methods for a successful transition. Contact us for more details about acquisitions. One of our lead experts is available now to go over the necessary details. Contact us today or call us at (714) 252-2500