Mergers and acquisitions (M&A) are transformative moments for any financial institution. For marketers, these events present both challenges and opportunities. How do you maintain trust while navigating uncertainty? How do you create a cohesive identity for a new, combined brand? Here are five tips to help marketers steer through the M&A process successfully:
Tip 1: Focus on Internal Marketing First
While external communications are critical, don’t overlook the importance of internal marketing during a merger or acquisition. Employees are your brand ambassadors, and their perception of the transition will ripple out to customers. According to a study by Gartner, organizations with strong employee engagement see 23% higher profitability. Use internal campaigns to keep employees informed, motivated, and aligned with the new brand vision. Regular updates, transparent messaging, and opportunities for feedback can foster a sense of inclusion and purpose.
Tip: Host town halls or webinars where leadership can answer employee questions directly. Pair this with bite-sized, shareable content—like infographics or short videos—to explain the “why” behind key decisions.
Tip 2: Audit Brand Perceptions and Start Fresh Where Needed
A merger is an opportunity to revisit and refresh your brand. Customers of both institutions bring pre-existing perceptions, and these may clash if not addressed proactively. A study by PwC found that 53% of consumers feel disconnected from brands that fail to communicate during major transitions. Conduct a thorough brand audit to understand how both entities are perceived and identify areas where messaging or positioning may need adjustment.
Tip: Involve customers in shaping the new brand identity. Surveys, focus groups, or even social media polls can offer valuable insights and make customers feel like part of the process.
Tip 3: Over-Communicate During the Transition
Uncertainty is a natural byproduct of any M&A activity, and silence can breed mistrust. Clear, consistent communication helps reassure customers and employees alike. However, instead of relying solely on email blasts or press releases, diversify your communication channels. According to Edelman’s Trust Barometer, 76% of people trust “people like them” more than official spokespeople. This underscores the importance of leveraging front-line employees, local branch staff, community leaders and influencers as communicators.
Tip: Develop “transition toolkits” for employees, complete with FAQs, talking points, and email templates, to ensure consistent messaging across all touchpoints. Consider creating similar kits for your customers or members, so they know what to expect, every step of the way. They may not be monitoring their email or mail as closely as you wish they were, but a complete kit stands out and will gain their attention.
Tip 4: Showcase Unified Community Impact
Both banks or credit unions likely have a history of community involvement, and merging these efforts can reinforce a sense of continuity and shared purpose. Highlight how the new organization will continue—or expand upon—initiatives that support local communities.
Tip: Use storytelling to connect emotionally. Consider creating a video series featuring employees or customers sharing stories of how the bank’s community programs have impacted their lives. This not only humanizes the merger but also reinforces your institution’s commitment to making a difference.
Tip 5: Plan for the Long Game
M&A success doesn’t happen overnight. According to Harvard Business Review, 70% to 90% of mergers fail to achieve their strategic objectives, often due to cultural mismatches or poor integration planning. Marketers need to think beyond the initial announcement and craft a roadmap for long-term brand integration.
Tip: Introduce a phased approach to rebranding. Instead of rolling out changes all at once, implement updates incrementally. This allows time for customers and employees to adapt while providing opportunities to course-correct if needed. (Check out our piece on this topic here: Six Steps for FIs to Succeed with a Rebrand – MOWER)
Final Thoughts: Turning Change Into Opportunity
A merger or acquisition can be a time of uncertainty, but it’s also a chance to redefine your institution’s story and strengthen connections with customers and employees. By focusing on internal engagement, refreshing your brand, over-communicating, highlighting community impact, and planning for the long-term, you can navigate these transitions with confidence and creativity.
Marketers play a vital role in shaping how mergers are perceived. With the right strategy, you can turn a challenging moment into an opportunity to build trust, loyalty, and excitement around your new, unified brand.