There's a lot on the agenda when merging with another company. Tax savings, legal implications and financial prospects often are the top concerns, but according to Sara Josselyn of Norton Rose Fulbright, a recent report from Lippincott indicates that branding needs to be added to the M&A A-list.

“Failure to consider branding in the due diligence process or during post-merger integration activities will eventually shortchange shareholders,” she says. Here are three steps Josselyn suggests taking to ensure branding doesn't get in the way of your M&A:

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  • Do the due diligence: During the due diligence process, don't just go over assets and contracts. Turn your mind to the value of the brand itself and its volatility. “It is critical to analyze how the brand will shift customer demand and the brand's ability to drive business objectives after the transaction concludes.”
  • Link branding and business: “A company must consider whether its business strategy is at odds with its brand strategy,” she says. If after a merger the company plans to go by one brand only, sustainability of that brand must be assessed.
  • Have a media plan: Capitalize on the publicity surrounding the merger for a new corporate brand. “By leveraging media attention, a company is able to accelerate the transition process both within an organization and externally,” she says.