When taking the helm of a business, it’s easy to assume change is the priority. But at pivotal leadership moments, the most powerful move isn’t to reinvent—it’s to reframe.
CEOs face enormous pressure to demonstrate direction and energy: shareholders want proof of momentum; employees want reassurance; and the market looks for signals of stability and ambition. Amid all this, the instinct might be to break from the past.
But often, the smarter move is to build on it. Because in a world that values authenticity and trust, your origin story is your most powerful strategic asset.
Clarity through change
The art of brand transformation during a leadership change is to evolve it without losing its legacy. The CEOs who succeed reconnect the business to what made it great in the first place, and then push it forward with clarity and intent.
The aim is to signal the right kind of change that’s grounded in the past but focused on the future. Here’s how to get it right:
1. Lead with clarity—but don’t let it come at the cost of continuity
As CEO of Capgemini, Paul Hermelin had to navigate a sensitive balancing act: evolving the brand to reflect the future ambition of the business and build pride among employees, while paying respect to the legacy of Capgemini’s founder, Serge Kampf.
The solution? A brand evolution that honored the founder while signalling a bold future. The new visual identity was designed from Kampf’s own handwriting—an elegant fusion of history and ambition and is a unique expression of the brand. The result? A reinvigorated culture, renewed pride, and the foundation for a 320% increase in brand value over seven years.
In a world that values authenticity and trust, your origin story is your most powerful strategic asset.
2. Brand isn’t just what you say—it’s how your people feel
The same principle applies to institutions built on emotion. When James Ainscough stepped in to lead the Royal Albert Hall, he faced a different kind of legacy challenge: modernizing a national icon without losing its spirit.
Describing the task of running a Victorian venue in a digital age as “an act of sheer insanity,” Ainscough focused on purposeful modernization—updating technology and operations while deepening emotional connection with staff and audiences. This balance of modernity with tradition humanized the brand and in doing so, it became more relevant than ever. The new brand feels contemporary while retaining the Hall’s gravitas as an enduring and iconic venue.
As Ainscough put it, the Hall is a venue that “gets under your skin”—in this way, it didn’t become something new; it became more fully itself.
3. Use new leadership as a catalyst to change the conversation
Sometimes, what’s needed is a bold shift in narrative. When Pascal Soriot took over at AstraZeneca, he saw an opportunity for the business to get back to its roots as a science-led innovation engine.
He redefined the company’s purpose, sharpened its ambition, and shifted the external narrative from “medicine” to “science.” A new purpose was created—"We push the boundaries of science to deliver life-changing medicines”—to codify and communicate that change, giving employees a new story to believe in, and investors a new vision to back. It was a rebrand not of image, but of intent.
It was a rebrand not of image, but of intent.
Aligning the organization for success
To establish credibility and drive momentum, CEOs must align leadership, inspire employees, and reassure stakeholders:
- Clarify vision and ambition – Define where the company is heading and ensure this is reflected in leadership messaging, strategic decisions, and cultural priorities.
- Engage and mobilize employees – Cultural alignment is key to sustaining change. Employees must feel connected to the new direction and empowered to contribute.
- Reassure stakeholders – Investors, customers, and employees look for signals of stability and growth. A refreshed external positioning can reinforce confidence in the company’s trajectory.
When the stakes are high and the spotlight is bright, CEOs must connect the past with the future they’re building.
This is where brand can become a strategic leadership tool, to signal that change to the market and help shape the future of a company.
Want to learn more about how leaders can successfully navigate pivotal transitions? Download our guide here.
Download our guide to find out how to utilize brand to unlock growth during leadership transitions.
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