Rebrand consulting following a change of control: merger, acquisition, consolidation, spinout, or carveout.

After a change of control, companies often need to rebrand, consolidate brands, “debrand” to remove legacy branding, rename, or transition to completely new branding. This work can create an immense temporary burden on staff and disrupt normal business operations.

I come in as a strategic resource, guiding companies through complex rebrand processes that may involve multiple departments, resources, and functions globally. These transitions touch the entire company, and I can shepherd an internal team and/or external resources through the following:

• Brand strategy: new brand architectures, guideline updates, company and product naming, category redefinition, positioning updates, value proposition refinement, copy/messaging updates, new taglines.
• Product branding: portfolio updates, conversion to new brand, naming, switchover timelines, go/no-go decisions, renaming, customer communications.
• Brand design: corporate identity systems, brand guidelines, logos, photos, colors, fonts, and real-world brand rollout modifications.
• Implementation/Rollout planning: internal/external communications, design switchover, brand troubleshooting, employee training.
• Marketing material: websites, brochures, collateral, sales tools, packaging, social profiles, presentations, tradeshows, video.
• Project management: transition team assembly, stakeholder management, status meetings, checklists, dashboards, leadership updates, timelines, and budgets.
• Legal/Regulatory: legal name changes, trademarks/copyright, product registrations, distributor agreements, and purchasing agreements.
• Physical offices and manufacturing sites: physical environment updates, new signage, and local entity changes.
• Customers: rebrand notification letters, catalog updates, and purchasing/SKU updates.
• Internal: transition team assembly, executive updates, employee rollout, email notifications, presentations, training, and customer-facing talking points.
• Rationalization: SKU reduction, consolidation, line extension, divestiture, and spin-out.
• Vendors, distributors, and partners: notification letters, FAQs, and hotlines.

I have rebranded over 30 companies, including:

Abon, Acon, Acceava, Actim, Alere, Axis Shield, BinaxNOW, Biosite, Biostar, Cholestech, Clearview, Concateno, DiagnosisOne, Determine, Empress, Epocal, First Check, Free & Clear, HemoSense, Instant Technologies, Inverness Medical, Matria, Matritech, MedApps, Medical Automation Systems, Osteomark, Panbio, Redwood Toxicology, Quality Assured Services, SD Bioline, Standing Stone, Wampole, and Wellogic.

Please contact me to schedule a free introductory call to see how I might assist you through this important transition.