How to get naming right after a merger or acquisition

And the stakes? Massive. Get the name wrong, and you fracture teams, confuse customers, and burn brand equity overnight. It’s not just about signage, it’s about identity. People need to know where they stand.

We know all about it because we’ve done it ourselves. In our case, it made sense to stick with Mighty when we brought everything into one place, even though we put ourselves through the naming gauntlet to see what would work best. Often, there’s a good case for coming up with something new altogether, but there are some traps you need to avoid.

The most common M&A naming traps

• Bolting names together – it looks safe, but it reads like compromise (and at worst, the baby from Twilight). It rarely works, so don’t fall for it.
• Defaulting to the biggest brand – size isn’t always strength! Sometimes, the smaller name has the better story, so think about what’s going to get the biggest buzz and the best reception.
• Rushing it – M&A moves fast, but naming deserves more than a legal deadline. Take your time to get it right.
• Forgetting the emotional weight – people aren’t just attached to brands, they’re attached to heritage and what those brands represent. Disregard that with caution, because you could easily lose customers.

How to get it right instead

• Start with strategy, not sentiment – who are you becoming? What’s the story you need to tell? Name for that, not just because you need something for the deal sheet.
• Reassure people quick – naming is your first signal. Employees, customers, partners – the question on everyone’s lips is “what happens to me now”? A well-considered naming convention helps answer that.

• Protect the good bits – every brand brings something to the table, whether that’s heritage, loyalty, or equity. So don’t throw it all away. Instead, build a name that acknowledges the past but is unapologetic about the future.

• Test it with the people who matter – it’s not just about leadership: it’s about customers, employees, and investors. They’re the people who should be happy with the name. If it doesn’t work for them, it won’t work at all.

The bottom line

A merger or acquisition is a defining moment. Done badly, it’s the first crack in the foundation and you’ll spend years untangling the damage. Done well, your name becomes the clearest signal of what’s changing and what’s staying true, honouring both histories while creating space for something new.

When there’s big change on the horizon, you need to make the most of it. That’s where we come in. We’ll help you make the most of change and turn it into a catalyst for growth. Email us or use our contact form to get in touch today.