Uniting brands after a big M&A
Reconciling 4 legacy brands with an inspired vision for their shared future
Introduction & context
Engagement structure: 3-month project & followed by a maintenance retainer
Q: What happens when your M&A has also recently undergone two other M&As?
A: Four existing brands that now need to play nice in order to move forward and thrive.
That was the situation for a global grants management and CSR platform, seeking a holistic rebrand to integrate multiple competitor brands under a cohesive framework while maintaining alignment with their vision for the future.
To navigate this process, marketing leadership engaged Bonfire to provide expert guidance on brand consolidation, ensuring that the organization moved forward with a clear, unified direction with executive buy-in.
Summary
Over a tight 12 weeks, Bonfire facilitated the strategic and creative aspects of brand integration, positioning, and messaging alignment. Through a structured consulting o audit existing brands, provide strategic recommendations, and lay the foundation for a cohesive brand identity.
Specifically, Bonfire:
Conducted a brand audit assessing identity, messaging, positioning, values, and assets across the acquired brands.
Developed a brand naming and architecture framework to define the relationship between the parent brand and sub-brands.
Established unified, aspirational brand foundations, including:
Purpose, mission, and values
Brand positioning and value proposition
Key differentiators and brand narratives
Defined brand identity elements such as brand personality, voice & tone, and visual identity guidance.
Provided executive-ready strategic documents to facilitate decision-making and buy-in.
Conclusion
Amidst the complexities of brand consolidation, Bonfire’s work provided the newly unified brands with a clear path forward. By delivering sound brand architecture, compelling foundations, and evocative narratives, Bonfire enabled the company to integrate its acquired brands with confidence, aligning leadership around a cohesive brand vision for the future.
