Perhaps you have seen the numbers: up to 70% of mergers fail to deliver the value they set out to create*. Not necessarily because the figures were wrong, but often because the human side was overlooked.
When two companies come together, success isn’t just about strategies or synergies. It’s about people. Culture. Trust. And the ability to move forward with a shared sense of purpose. That’s where brand makes a difference, not merely as messaging or visual identity, but as a catalyst for change.
Yet in many mergers, brand is treated as an afterthought, a box to tick, or a marketing problem to solve. This is more than a missed opportunity. When used strategically, brand can accelerate integration, reduce uncertainty, define a shared ambition, and establish a clear market position for the new organisation.
We’ve seen this happen. And we’ve also seen what’s possible when brand is used intentionally from the start; to reduce uncertainty, deliver on the brand promise, and help people believe in the new direction.
A foundation for alignment
In the early stages of a merger, people often ask: what does this mean for us? Will our culture change? What makes this new organisation better— not just bigger? Brand helps answer that. It turns strategic ambition into something you can relate to, feel, and act on — by defining what the new organisation stands for, how it’s different, and where it’s headed.
That could mean defining a shared purpose, developing a meaningful name, or expressing culture through behaviors, not just words. In a merger, brand becomes a translator, clarifying what’schanging, why it matters, and how people can move forward together.
Real experience, real value
At Grow, we’ve been on this journey with dozens of leadership teams over the past 20+ years. From shaping Business Sweden through the merger of Exportrådet and Invest Sweden, to transformative work processes with EQT, Posten + Bring, Forsea, Tikkurila, BRA, and more, we’ve seen what it really takes to make organisations come together with clarity and care.
Because when two paths meet, brand becomes the story that connects them. Done right, it turns confusion into clarity and ambition into energy. It builds belief and helps people feel part of what’s next.
What we have learned:
- Start with shared purpose
When people know what they’re here to build, everything moves faster—and with more meaning. - Treat naming as strategy
A name isn’t just a label. It’s your first statement of intent. - Let design lead emotion
A bold identity helps people feel the shift. It says: we’re
going somewhere new, together. - Make brand real through experience
People remember what change feels like. Make that experience consistent, reassuring, and aligned with purpose. - Build culture with intention
Culture doesn’t follow structure – it grows from stories, behaviours and the everyday ways people interact.
Brand sets the direction
A merger or acquisition is one of the rare moments when an organisation is allowed to reimagine not just how it looks, but how it works. A thoughtful brand ties everything together—purpose, identity, experience, and culture into one cohesive, believable whole.
So, if you’re busy preparing for an M&A, ask yourself: What are we building here? And how do we help people believe in it? Because in the end, brand is not just what you do or say. It’s what people feel.And those feelings will last, long after the deal is done.
*(McKinsey & Company, 2021).
Urban Björnström
Concept Developer & Copywriter
