You don’t need a town hall or an off-site retreat to shape how people perceive you as a leader. In fact, your most powerful leadership brand-building moments are probably hiding in plain sight. Think PC migrations, software updates, and workflow changes. Small disruptions—even those that last just a few hours—can ripple through workplace morale and trust.
Tech Updates Provide Opportunities To Showcase Your Leadership Brand
Over the past few years, one of my clients—an international professional services firm—changed its virtual meeting and presentation platform from Zoom to Google Meet to Microsoft Teams, creating confusion and frustration among thousands of employees. In 2025, worldwide IT spending is projected to reach $5.74 trillion, up 9.3% from the previous year, according to Gartner. That means countless companies are mid-transition. Each of these transitions can be a potential trust-builder or a silent risk to reputation.
When those moments are mishandled, the impact is bigger than a few lost files or login glitches. Productivity stalls, frustration spreads, and suddenly, your people are wondering if their experience really matters to the person in charge. But when those same transitions are done well—thoughtfully, seamlessly, and with empathy—they create something remarkable: belief. Not in the process, but in you.
These everyday disruptions are an opportunity to demonstrate that you are an authentic leader who genuinely cares about your team. Here’s how to make the most of them.
1. Employee Experience Matters in IT Decisions
Here’s the thing about software switches, PC migrations, and other IT changes: no one asks for them. They show up on calendars, force unexpected logouts, and often arrive with vague promises of “better performance.” If the migration is clunky, rushed, or leaves people scrambling, it sends a loud signal that leadership prioritizes efficiency over experience.
That’s a branding moment—just not the kind you want.
When tech transitions falter, they do more than stall productivity. They tell employees that their time doesn’t matter. That their needs weren’t considered. That their frustration isn’t a priority. The technology that supports employees reflects how much you value them. That’s why these small transitions carry higher stakes than they appear. In an environment where employee engagement is just 21%, according to Gallup’s most recent global report, even seemingly minor disruptions become moments of truth that either reinforce trust or quietly erode it.
Trust, once lost in these small moments, doesn’t easily return. But handled with care, these same transitions can become a quiet but powerful reaffirmation: You matter here.
2. Seamless Migrations Reflect Strategic Leadership
There’s real strategy behind a smooth transition like a PC migration—it doesn’t happen by accident. When leaders plan these changes with intention, investing in intuitive tools and prioritizing clear communication, they turn a disruptive moment into a display of operational excellence.
One standout tool for this is PCmover. It automates PC refreshes, reducing downtime and support tickets. It helps people get back to work with their settings, files, and confidence intact. As Thomas Koll, CEO of Laplink Software, a global leader in PC connectivity, puts it, “When tech transitions falter, frustration mounts and productivity drops. Leaders who prioritize a smooth PC refresh—not just a manual migration—demonstrate empathy, reduce support tickets, and safeguard business continuity. Intuitive tools like PCmover automate PC refresh projects, reflecting a commitment to operational excellence and employee experience.”
That’s not just smart IT; it’s smart branding. It’s not just the outcome that shapes perception—it’s your presence in the process that leaves a lasting mark.
3. Tech Transitions Are Leadership Branding Moments
You may not see a software update as a leadership moment—but your team does. They notice who gets advanced warning and who doesn’t. Who gets support and who’s left struggling. How long it takes to fix what’s broken—and who’s held accountable when it isn’t. That’s why these moments, mundane as they may seem, are key to your internal brand.
Handled well, they reinforce that your leadership is grounded in empathy, responsiveness, and respect for the people doing the work. Handled poorly, they erode the trust you’ve worked so hard to build. Managing transitions well is a critical brand-building skill—not just externally, but internally, where culture is shaped and sustained. These behind-the-scenes decisions quietly shape your leadership legacy—one PC refresh or software update at a time.
You Don’t Need A Crisis To Demonstrate Your Leadership Brand
The next time your company rolls out a new platform or updates a system, ask yourself: How will this feel for the people affected? What would it take to make the experience smoother, more supported, less disruptive? And how can you show, in that moment, that you’re a leader who listens? Because it’s not just about a technology upgrade—it’s about trust. And trust, in today’s workplace, is built one transition at a time.
William Arruda is a keynote speaker, author, and personal branding pioneer. Join him as he discusses clever strategies for using AI to express and expand your leadership brand in Maven’s free Lightning Lesson. If you can’t attend live, register to receive the replay.