Branding Through M&A — Lessons for Land Professionals

Branding Through M&A — Lessons for Land Professionals

by/ LE'ANN CALLIHAN, AAPL EVP/COO

In the ever-changing world of energy, mergers and acquisitions are more than transactions — they’re transformative events that reshape companies, redefine value and refocus vision. As land professionals, you may often find yourself in the middle of these changes. Yet among the legal, financial and operational complexities, one critical element is often overlooked, and that element is branding.

Recently, I revisited an insightful article by Holly Mason, president of MasonBaronet, titled “Branding Through Mergers and Acquisitions.” Holly’s firm, which many of you may recognize as the branding powerhouse behind both AAPL’s and NAPE’s successful rebrands, understands the unique demands and potential of the energy industry. With her permission, I’d like to share and reflect on some of her most valuable insights as they relate to the energy industry.

BRANDING AS A STRATEGIC ASSET

In her article, Holly emphasizes that branding should never be treated as an afterthought in M&A. It’s not just about logos or taglines — it’s about identity, trust and continuity. When branding is approached thoughtfully, it becomes a catalyst for internal alignment, client loyalty and long-term value.

As land professionals, you must recognize this too. Whether your company is acquiring new assets, merging with another entity or navigating a new joint venture, your brand — and the clarity of the story you tell — will influence how stakeholders respond. This includes clients, partners and, critically, your own teams.

KEY QUESTIONS TO CONSIDER

Holly offers a series of important brand considerations, which I believe resonate strongly with our industry:

• What equity does our current brand hold, and what’s at risk in a transition?

• How are we perceived in the market, and does this align with the new entity?

• Can we harmonize two distinct brand cultures, or are they inherently different?

• Will clients and mineral owners understand and trust the new brand identity?

These aren’t abstract questions. They’re the reality for landmen and land service companies navigating today’s consolidating energy landscape.

REBRANDING DOESN’T MEAN REINVENTING

A successful M&A rebrand doesn’t mean erasing history. Instead, it’s about honoring legacy while crafting a future-focused narrative. That might require integrating brands under one umbrella, evolving a visual identity or developing a communication strategy that reassures and engages all stakeholders — from landowners to shareholders.

At AAPL and NAPE, we saw firsthand the value of this approach. MasonBaronet guided us through rebrands that not only refreshed our look, but, more importantly, clarified our mission and vision. The team’s expertise reminded us that branding is emotional as well as practical. It evokes pride, builds trust and fuels momentum.

MOVING FORWARD WITH INTENTION

If M&A is in your company’s future, I encourage you to treat branding as you would a title opinion or due diligence review — with deliberate, thorough and strategic planning and execution. Develop a brand integration playbook not just to survive the transition, but to lead through it. And don’t forget the importance of your internal ambassadors. When your team believes in the brand, the market follows.

To Holly Mason and the team at MasonBaronet — thank you for your creativity and strategic brilliance. Your work truly helps shape the voice and vision of an organization.