SFA believes that when integrating a new acquisition into your brand, there is no static formula for success and that every acquisition or brand integration is unique. Brand equity, culture, product/service offering, timing and brand architecture all play a critical role in the speed and methodology of a brand integration.
SFA has deep experience in helping organizations uncover hidden value and ease the integration process of the brand.
SFA was contacted by another private equity firm to help rebrand their portfolio company, Theraplay, and recent acquisitions, Austill’s and AOT. Theraplay and a growing family of brands needed to more effectively communicate their inherent value to distinct target audiences including parents, medical professionals and educational institutions.
Theraplay is a leading provider of outpatient pediatric therapy services – including occupational, physical and speech therapies, together with feeding and concussion rehabilitation, early intervention and special instruction programs. Its partner company, Austill’s, provides similar contract services to a differentiated target audience comprised of educational institutions. AOT focuses primarily on schools and school districts.
Using the SFA brand calibration and market research process, we developed a refined brand positioning, new identity for Austill’s and AOT, and targeted messaging that was written to appeal to diverse customer audiences. SFA’s design and web development teams then built similarly branded websites with distinct content, based upon each partner company’s target audiences and service offerings.
Theraplay’s senior leadership and marketing teams were engaged throughout the rebranding process and love the finished website designs. The companies have received excellent feedback about the rebrand from their customers and employees, and have realized a range of website analytics improvements as a result.
Lauren Toolan
Marketing Representative
"Having worked in WordPress CMS for years, I was pleasantly surprised by how much easier and intuitive SFA's custom CMS is. I can now edit our site in half the time it used to take, and it allows multiple levels of user access."
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A great naming strategy boils down to one critical factor - differentiation.
Unique opportunities and challenges require the proper balance of brand respect, coordination and urgency to maximize the true potential of an acquisition.
Making the simple complicated is commonplace; making the complicated simple, that's brand architecture.
If you’re not projecting your brand value, we guarantee you that your competitors are doing it for you.
Building brands that build trust – and your bottom line.
Defining critical points of differentiation can mean the difference between your product being adopted or simply being considered a commodity.
It's not what a company thinks it is that tempers growth… it’s what it thinks its not.
