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Leadership in Action: Post-Pandemic Competitive Positioning

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It’s been a tough period for us all throughout 2020, and there’s no real guarantee that our collective woes and an altered way of living will be much brighter in the year – or even years – to come.


Alongside the severe humanitarian and health crises caused by the COVID-19 pandemic, brands and executives across the globe have faced a vast array of unexpected and unprepared-for challenges: customer demand has plummeted, regulatory modifications have swooped in thick and fast, supply chains have faced major interruption, and unemployed and market collapses have caused huge uncertainties and fluctuations.


In the same way as the health and humanitarian aspects of the crisis need ways to heal, the business side of things also requires a huge amount of effort, vision, and agility in order to recover. Ad hoc responses aren’t going to get anybody particularly far; companies need to start laying the groundwork for recovery now, or risk missing the lifeboat entirely.


Strategists have long since identified the ‘five P’s’ of strategy: plan, ploy, pattern, position, and perspective. Here at Haus of Hendricks, we’ve been working on five different P’s for a very different time: positioning, planning, perspective, preparing, and (branding) projects.


Let’s take a look at five questions that can help companies find their way back from the bring in a post-pandemic business sector.


What’s Your Attainable Position, Both During and After the Pandemic?


In order to make the strategic decisions that will help you weather this storm, it’s vital to understand your brand’s position in the current environment. Where are you placed in your market? What role do you play in your sector? Who are your key competitors, and how can your branding efforts help you stand out from the crowd in this difficult time?


It’s also key for you to understand where your brand is headed. Is your company able to close and reopen after the crisis passes? Is it possible to regain any lost ground? Can this time allow you to rethink your brand strategy, and result in you leading the market following the pandemic?


For every firm questioning their viability in a post-pandemic world, there is another that is accelerating their growth, investing in reinvigorated and reimagined marketing techniques, and rebranding for an altered market and a changing world. Have no doubt: now is the time to take a second look at your branding, and to consider getting a brand expert on board to help you come out of this energised, refreshed, and ready to provide the solutions your customer base needs.


What’s Your Bounce Back Plan?


All good plans are, at essence, a reliable course of action that point the way to the positions you hope to reach. Your bounce-back plan needs to lay out what needs doing today, in order for goals to be attained tomorrow… and given the current climate, that means looking at what needs to be undertaken in order for a business to succeed in the post-pandemic world.


This, as you might expect, comes down once again to branding. Customer expectations have shifted dramatically in 2020, and what sufficed at the start of the year most certainly won’t hit the spot today. Your branding should reflect your company’s awareness of this change and this transformation, and Haus of Hendricks has its finger on the pulse of how to make that happen in style.


How Will Your Identity, Company Culture, and Sense of Perspective Change?

Perspective is all about how a company sees itself, and the world in which it exists. It’s likely that both your company culture and identity will change – just like everything else has – as a result of the COVID-19 pandemic. Crises have a nifty way of uniting people and giving rise to an impressive level of stoicism and endurance, but they can also build walls that separate people and communities.

It’s hugely important to consider just how your brand perspective will evolve, and to ask yourself how culturally prepared your brand was to deal with this crisis. Will the situation bring teams together, or drive them apart? Will your company be seen in a different way by both your team and / or your customers once this crisis is over? Your answers to these questions will help with your strategy making once the pandemic comes to an end.

What New Branding Projects Does Your Company Require?

Your thoughts and answers to the above questions should pave the way to the projects needed for tackling your coronavirus-related issues. The challenge here, however, is prioritising and coordinating the projects that will set your brand up for the future… and that often means re-routing funds to marketing and strategy departments, and reaching out to branding agencies for assistance.

If you’re struggling with anything in this respecting, know that Haus of Hendricks has your back. Our team’s expertise in assisting companies in branding, rebranding, and marketing strategy is second-to-none, and we’ve spent the best part of 2020 working on ways to help our clients come through the other side of COVID-19 stronger than ever. We know what your customers want to see, and we know how best to communicate your ideas in a way that’s sensitive to these difficult times, yet every bit as inspiring and motivating as it should be.

How Prepared is Your Company to Make Your Plans and Projects Happen?

Finally, you’re going to need to take a long, hard look at your company’s preparedness. Are you able to accomplish everything you need to undertake – and has shifting to remote working impacted this positively or negatively?

Remember, adapting to a post-pandemic world is going to require a blend of agility, flexibility, and innovative approaches to funding and support. It might be tempting to hunker down, save capital, and wait for all this to pass… but business isn’t going back to normal any time soon, and your competitors will be banking on your company and others taking less action, not more. Now’s the time to invest in branding and marketing, and get those wheels in motion!

COVID-19 has impacted the world in unprecedented ways, and for all we know, things aren’t going back to the way things were for a long, long time. Companies need to act fast in order to bounce back, and doing so will not only help your teams and your industry, but will help the whole world become more resilient and united.


Executive Checklist


  • Do you have a bounce-back plan laid out, and does it take rebranding into consideration?
  • What are your long term goals post-pandemic, and how has your industry changed? Knowing this will help your plans become more concrete, and your goals more attainable.
  • Are you prepared to divert funds into marketing and branding strategy and development, and sit down with a brand expert who can flesh out plans for moving forwards?


Engaging. Bespoke. Unmissable.


Haus of Hendricks brings luxury branding to multidisciplinary projects, enriching businesses with design solutions that radiate success. In the pursuit of visual engagement, we channel the poetic, foster innovation, and throw open the doors of possibility.


With results-driven creativity and artful design, Haus of Hendricks curates high-end branding, marketing and organises events that inspire great change. From conception to completion, we forge narratives that bring customers to your door, and provide graphic design, social content, and luxury packaging that sparks the imagination and cultivates success.