When the cyclical oil and gas industry experiences a global downturn, there’s a lot of uncertainty. How do we manage production? Where can we cut costs? When will prices return? Analysts predict, but nobody knows. In all of the complexity, there’s one thing we can count on—consolidation is inevitable.

As companies struggle to compete and justify their very existence in tough conditions, executives look to mergers and acquisitions as a solution. But what’s the most important factor for success?

A 2016 KPMG study of decision-makers showed a well-executed integration plan is more important than a good deal price. And although integration can take many forms (i.e., human capital, technology, operations, etc.), brand is the one essential component that syncs everything together.

Brand is a function that not only communicates the value of the newly created or enhanced company, but also serves as a filter to simplify and guide decision-making, product/service development and cultural transformation.

Here are three ways brand can help any oil and gas company execute a smart, efficient integration plan during a merger or acquisition: