With mergers on the rise, financial institutions are discovering that integrating their brands is just as mission-critical as growth
As banking M&A reaches a four-year high, it’s clear that financial institutions are seeking scale to grow their organizations. According to S&P Global Market Intelligence, U.S. banks announced more deals in the third quarter of 2025 than at any point since 2021. The surge in dealmaking is a sure sign of strengthening confidence and strategic drive across the banking sector. “The macro environment reflects the global economy that’s proved more resilient than many anticipated,” says Citigroup CEO Jane Fraser, according to Reuters reporting. “The U.S. continues to be a pacesetter, driven by consistent consumer spending, as well as tech investments.”
While banks and credit unions may be seeking greater growth through M&A, they may not be prepared for the brand challenges that come along with the deal. “Branding is something I think the industry at large needs to hear more about,” says Gina Bleedorn, President & CEO of Adrenaline, in a webinar on mitigating the business risk of branding for banks. “Especially the business impact of naming and branding for institutions that are focused on expansion.” While M&A is a way to strengthen an institution’s ability to meet evolving customer expectations, building a unified brand is what can make or break the success of a merger.
As M&A momentum grows, brand due diligence is an essential part of the process, helping ensure that unified organizations can deliver brand values and vision in a cohesive way. In fact, research finds that financial institutions with strong brand strategy during and after a merger have a 42% greater chance of long-term success. “While scale continues to drive profitability and valuations for banks, it strikes me that it’s all around execution,” according to Al Dominick, Partner with Cornerstone Advisors, on the Believe in Banking podcast episode Scaling for Strength. “That’s going to continue to be the true differentiator on who’s doing really well.”
Considering brand implications prior to and during M&A transactions informs smarter decision making, helps mitigate risk, and guides a strategic plan for integration, according to Adrenaline’s industry report Mitigating Brand Risks in Banking M&A. “The reality is that institutions that fail to assess and address brand risks early in the M&A process jeopardize the long-term success of their deal,” according to Juliet D’Ambrosio, Chief Experience Officer of Adrenaline, in Bank Director. “Branding decisions – whether related to naming conflicts, reputational concerns or operational inefficiencies – can have a measurable impact on the outcome of a merger.”
To maximize impact merging banks and credit unions must treat brand as an essential element of their success. That starts with brand due diligence, where organizations assess the legal, reputational, and operational risks throughout in the M&A process. Before the deal closes, financial institutions should conduct name and brand audits across all markets, evaluate customer perceptions, and take a cleareyed look at the brand equity of both organizations. “Brand names carry meaning – shaping people’s perception, conveying organizational values and impacting customer loyalty,” says Juliet D’Ambrosio. “Fundamentally, banks must determine whether the brand resonates with customers or creates confusion in the market.”
If you’re a banking leader looking for M&A solutions for banks and credit unions, get in touch with the experts at Adrenaline.
Believe in Banking is Adrenaline’s insights-led resource, created to inform, educate, and inspire leaders in financial services. Delivering credible content rooted in research, the platform highlights the forces shaping the future of banking. From perspectives on emerging trends to podcast interviews with industry trailblazers, this purpose-driven channel helps banking leaders learn, lead, grow, and thrive.
