When companies participate in M&A activity, they understand that there will be challenges associated with combining two unique businesses into a single entity. How customers will react to the combined business is a big concern. Managing customer expectations, ensuring that the company’s external brand is shifted smoothly and value remains high all need to be addressed in the external rebrand.
However, this does not tell the whole story, as it does not address the need for clear, internal communication and an effort to merge the cultures of each company so that all parties are on the same track, moving toward the same purpose. In many ways, a company’s culture is its brand, and if the employee experience and attitudes vary throughout the company, the customer experience will begin to reflect that.