Change is inevitable in business—whether you’re passing the torch to a new generation, entering a fresh market, scaling your operations, or welcoming new leadership. But with every transition comes a unique opportunity—a chance to evaluate and refresh your brand.

At Todem, we’ve been exploring how branding can serve as a strategic guide during these pivotal moments. In our recent Lunch & Learn, we sat down with a panel of clients who turned to us for branding support during major transitions. Their real-world insights underscored one thing—when change is on the horizon, a strong brand can help you move forward with clarity and confidence.

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1. Leadership Transitions: Ensuring Trust and Unity

A change in leadership often brings a shift in vision, culture, and strategy. With fresh energy and ideas comes the need for alignment and clarity, and that’s where your brand steps in.

Pediatric dentist Dr. Rula Shalabi has experience with this type of transition firsthand. Dr. Rula got her start in the Upstate in 2015 when she joined forces with Dr. Ann Bynum at Holly Tree Pediatric Dentistry in Simpsonville, and opened a new Easley location together. Five years ago, Dr. Rula took over this branch of the practice and worked with Todem to brand her new practice as Indigo Pediatric Dentistry. During this process, it was critical for her to carry on the practice’s respected reputation while also making it her own.

Her brand purpose of “nurturing happiness,” uncovered during the branding process, inspired her visual brand, and continues to shape everything from her office culture at Indigo Pediatric Dentistry to the patient experience. It provides continuity still today as she expands into a brand-new, larger office this summer.

She shared, “If I had not gone through the branding process… I don’t think we would truly have this type of reputation in the city.”

During leadership transitions, branding can:

–           Light the way for a new company path

–           Communicate transparency and instill confidence

–           Engage all audiences and avoid any disconnect

Branding acts as a stabilizing force—helping your business stay true to itself while embracing transformation.

2. Market Transitions: Speaking a New Language

Expanding into a new industry, region, or audience means your brand must evolve to connect with unfamiliar terrain without losing its essence.

Take The Spinx Company, who is no stranger to the convenience business. While “Making Life Easier” has always centered around the ability to fill up your tank, Spinx recently introduced the Spinx Market & Eatery to the heart of Greenville’s downtown, all without its mainstay of fuel. Since they knew gas and tobacco may not always be around, the new, elevated, and food-focused concept in downtown Greenville was a great way to explore a new concept. Their goal was bigger than just differentiation—it was about purpose for the leaders of Spinx.

“The community piece was probably his biggest part of the branding… Spinx was born in Greenville, and [Stewart Spinks] really wanted to have a beacon downtown. We are in this community as a partner, and our goal is to serve the community.” – Bryan Zeiger, Spinx VP of Retail Formats

Through branding, they leaned into community and connection, featuring 16 local vendors to keep their values front and center—while creating a clear distinction from their 52-year-old gas station roots.

Strategic branding in market transitions helps you:

–           Promote adaptability without compromising identity

–           Ensure recognition while resonating with new audiences

–           Ensure long-term success in your new venture

Whether you’re repositioning or diversifying, clarity and alignment in your brand strategy are key to avoiding confusion and making a strong entrance.

3. Growth Transitions: Scaling Without Losing Your Core

Growth is exciting, but it can also be chaotic. Whether you’re expanding your services, locations, or your team, it’s important to ensure your brand grows with you and stays consistent.

For Pintail Capital, a commercial real estate firm, growth led them back to Todem. After helping create their visual brand at launch, they returned to build out their verbal brand to help guide them through a more complex stage of expansion.

“It was like writing the music that everybody’s going to sing from,” said Director of Marketing Miller Howard. She described the verbal brand as their “rule book”—a tool that guides team building, business decisions, and culture alignment.

At this stage, branding can:

–           Expand your brand without losing its defining principles

–           Ensure alignment across all facets of your company

–           Avoid inconsistencies that may arise as growth continues

Think of your brand as providing guardrails through your growth—it’s there to guide, ground, and unify everything you build.

4. Generational Transitions: Honoring the Past, Embracing the Future

When leadership changes hands—especially in family-owned or legacy businesses—it’s more than a shift in titles. It’s an opportunity to redefine identity and purpose.

This type of transition is becoming more and more common as baby boomers continue to retire, passing along their companies to the next generation.

In generational transitions, branding should:

–           Retain core values while modernizing for a new era

–           Ensure updates feel seamless, and not like a drastic departure

–           Both prepare for the future and honor the past

If you’re inheriting or purchasing a business with a strong legacy, your brand must evolve with intention—preserving trust while signaling a fresh start.

Final Thoughts: Let Your Brand Lead the Way

Transitions can feel daunting, but they’re also prime opportunities to elevate your brand. By approaching change strategically and proactively, you ensure your brand remains a strong, guiding presence—no matter where your business journey takes you.

Whether you’re passing the torch, launching something new, or growing rapidly, your brand can guide you through it all.

Need help navigating change through branding? Let’s chat. We’re here to help you move forward with clarity, confidence, and creativity.