Strategies for Branding a Merger
Printed Materials Featuring New Identity
The two largest players in the medical reprocessing field merged with an objective to create a broader
offering. While both firms were well known in the industry, neither had substantial brand equity across all markets. As a result, they agreed the merged entity would benefit from a new name and identity. The merger also provided an opportunity for the two firms to jointly define the vision and mission of the new company.
Brand Challenge: Naming and Identity.
We needed to establish new brand perceptions that drew on the combined equity of both merged companies. Deliverables would include an original name and a new corporate identity that reflected their indisputable industry leadership. The brand then needed to be executed across a variety of media, including print collateral, online interactive, and trade show displays.
Six Degrees solution: Sensory Branding 101
We began the process by conducting Brand Focus Workshops with executive teams from both firms to single out and agree on desired brand perceptions. We also used these sessions to articulate the vision, mission and values underpinning the new brand strategy we developed. With new strategy in hand, we executed a broad survey of potential names that could embody the desired brand perceptions. After a preliminary trade name/trademark search to verify availability, we presented a short list of potential new corporate names, from which one was chosen. Finally, we created and implemented the new identity across all communication media, and designed a corporate manual and style guide that outlined the parameters for logo use, font, color, and all other brand elements.
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