The Power of Rebranding and How Al-Jolani is Reshaping His Narrative for Global Audiences ~ by GodwinJP
Abu Mohammad al-Jolani, the leader of Hayat Tahrir al-Sham (HTS), has undergone one of the most striking rebranding efforts in modern history. Formerly associated with the al-Qaeda-affiliated Nusra Front, al-Jolani’s strategic rebranding has shifted perceptions of HTS from a terrorist organisation to a potential player in the Syrian conflict’s resolution. His rebranding strategy provides critical public relations, branding, and reputation management lessons.
In the world of leadership, reputation is currency. It is the invisible thread that binds public trust, credibility, and influence. A damaged reputation can exile a leader to the margins of history, while a carefully managed one can resurrect even the most controversial figures. Abu Mohammad al-Jolani, the leader of Hayat Tahrir al-Sham (HTS), is one such figure who has leveraged the principles of reputation management to orchestrate one of the most audacious rebranding efforts in recent history.
Once synonymous with the terror-driven narrative of the al-Qaeda-affiliated Nusra Front, al-Jolani has embarked on a journey to redefine himself and his organization. His transformation is not merely about personal image, it’s a case study of the power of strategic communication, symbolism, and public relations. At its core lies an understanding of a universal truth: perceptions can be reshaped, even for the most polarizing of individuals.
In 2021, al-Jolani made headlines by trading his militant garb for Western-style suits, a move that spoke volumes without uttering a word. This visual rebranding distanced him from the stereotypical image of a jihadist leader and aligned him with the norms of political statesmanship. He granted interviews to Western journalists, including Martin Smith of PBS, presenting himself as a regional leader striving for stability in Syria’s Idlib province. Through carefully crafted messaging, he repositioned HTS as a force fighting extremism and providing governance, humanitarian aid, and security in a war-torn region.
This transformation extended beyond words and appearances. On the ground, HTS began cracking down on rival extremist groups, implementing infrastructure projects, and delivering essential services. These actions, however strategic, were designed to reinforce a new narrative: that of an organization capable of governance, not just insurgency.
Al-Jolani’s rebranding mirrors the strategic branding tactics employed by global leaders. Vladimir Putin’s carefully curated image as a strongman symbolized through staged photo ops of him riding horseback or practising judo shares a commonality with al-Jolani’s projection of control and authority.
Similarly, Volodymyr Zelenskyy’s relatable wartime leadership, reflected through casual clothing and empathetic messaging, echoes al-Jolani’s attempt to normalize his leadership image. Even Nelson Mandela’s transformation from a perceived militant to a unifying statesman offers parallels, as al-Jolani seeks to transition from a militant to a regional stabilizer.
What can public relations professionals and brands take away from this? At its core, rebranding requires mastery in storytelling, narrative control, and aligning with audience expectations. Al-Jolani’s strategic media engagement demonstrates how narratives can be shaped through selective transparency and consistent messaging. His shift in visual aesthetics highlights the power of imagery in influencing perceptions, just as a sleek Apple product design conveys innovation or a Nike campaign embodies social justice.
However, rebranding is not without risks. Credibility gaps often persist, particularly for figures with contentious pasts. Public scepticism can derail efforts if actions fail to match rhetoric. Sustainability is another challenge—rebranding must be underpinned by authentic, ongoing efforts to avoid accusations of superficiality. The backlash faced by BP after its Gulf of Mexico oil spill is a typical example of how rebranding efforts can fail without clear accountability and follow-through.
For al-Jolani, the stakes are high. His rebranding strategy has shifted the discourse around HTS, but the shadow of his past affiliations looms large. Whether his transformation will achieve long-term legitimacy or be dismissed as propaganda depends on the consistency of his actions and the perception of his sincerity.
The lessons here extend far beyond geopolitics. Brands, leaders, and organizations grappling with damaged reputations must recognize that rebranding is a marathon, not a sprint. Authenticity, consistency, and data-driven storytelling are the cornerstones of successful reputation management. Al-Jolani’s story exemplifies the transformative power of PR, showcasing how strategic narratives can navigate the delicate balance between redemption and rejection in the court of public opinion.
