Make no mistake, these are extraordinary times we are living in. While nature is pressing the reset button, the future is looking uncertain (to say the least), and economies across the globe are scrambling for stability, business and brand owners have little choice but to dial up the agility, get back to the drawing board, and start laying out plans for the new world that’s sitting on the horizon.
COVID-19 has brought instability and upset to every industry imaginable, and the marketing playbook may well have flown out of the window for good. Brand strategies, marketing approaches, and advertising techniques are being written (and rewritten) in real-time, and budgets and jobs are looking more unsettled than ever before in living history.
Put simply, it’s time to start planning your navigation through the age of COVID-19 and engaging a brand agency that will see you through this difficult period.
A Dramatic Learning Curve for Every Brand
This is, to put it mildly, the steepest learning curve of our professional lives. Those who embrace it, however, are those who will navigate their brands through this period of unrest and are those who will emerge better, stronger, and more equipped to thrive in a post-pandemic society.
At Haus of Hendricks, we’ve always believed in the importance of agility and flexibility; it’s what allows us to offer a bespoke branding and design service to our valued clients. However, that essence of agility has taken on a new and significant meaning in the age of coronavirus – we all must adapt, be open to change, and be willing to do the right thing for our brands, our customers, and for society at large. With our guidance, the brands looking to get through this ordeal – not only intact, but emboldened and with new strategies for success in place – will have access to a plethora of skills and experience, honed in an ever-changing set of industries, and primed for future growth.
Let’s take a look at how brands can get through the issues that COVID-19 has brought about, and the first steps they can take in order to come out the other side stronger, better, and with branding that reflects a whole new world.
Don’t Stop Investing in Marketing
During any normal period of shrinkage or recession, the sensible move for any brand is to hold their nerve, and to spend their way through the storm. Competitors will fold, consumers will appreciate your steadfastness, and your brand will emerge stronger. The same is true for this crisis, although many would argue that the level of uncertainty right now is higher, as a result of both supply and demand-side effects, and the massive reduction in public presence and engagement various lockdowns have imposed.
Indeed, during normal recessions, it’s not particularly difficult to stimulate demand as there is usually latent capacities in raw materials and labour to rely on. However, many brands in high demand right now are struggling to stay on top, due to an impacted labour market, unwell or concerned workforces, or a lack in physical availability as the result of government measures.
As such, it’s not surprising if many brands wish to scale down their marketing efforts right now. However, staying ahead of the curve and anticipating the next step is key to branding success, and we’d urge companies to use any available funds to ensure they can hit the ground running once any and all restrictions are lifted.
The team at Haus of Hendricks pride ourselves on creating tailored brand strategies for companies of all types, and we’d be more than happy to discuss solutions that will work for you.
Brand Strategy and Making Human Decisions
Plenty of marketing teams and brands are stuck in the headlights right now. Maybe it’s due to years of over-analyzing creative output, or perhaps it comes down to failing to grasp what their brand’s role and place in the market actually is. That’s fine – the best decisions often come from human instinct, and from branding agencies with their finger on the pulse of multiple industries and scenes.
One thing’s for sure, though: all the data points to two major trends in the age of coronavirus. People, right now, are looking for comfort and help from the brands they trust. If you’re able to offer reassurance to your customers, then be sure to make that central to your message. However, they also want a fast injection of joy and delight; anything to make them smile in times of difficulty. Here, it all comes down to tone, and so long as you can approach your brand strategy with genuine empathy and a lack of cynicism, or defer the approach to a brand expert who can achieve this in style, you should be absolutely fine.
Just remember: in these times, people don’t want the same old corporate branding. They want to feel cared for, understood, and that their best interests are at heart. Do the right thing, and then keep doing it once this is all over.
Strategically Plan for a Careful, Staggered Comeback
If right now is the right time for anything, then it’s time for planning. You might want to scale back certain aspects of your brand, but it’s not a good idea to reduce your strategic planning and marketing ambitions.
The world is changing fast, and yet there’s a growing consensus that we won’t be going back to the way we are… and that’s going to be, ultimately, a good thing. Despite this, people are going to be wary; it will be some time before your customers will want to join big crowds, or go out unnecessarily, or engage in spontaneous face-to-face contact with companies. Your strategies are going to have to reflect the fluctuations that are yet to come, and you’ll need scalable and flexible plans (which can be activated and deactivated accordingly), and a new tone to comfort your more cautious clientele.
Remember: we’re all in this together, and it’s fine to feel uncertain and cautious about the next steps. If you didn’t feel that way, then you’d most likely not be in the professional position you are right now. Feelings of uncertainty signal emotional intelligence and a drive to thrive in the future, and they also signal that it’s time to act in the best interests of your business, your customers, and the society you are a part of.
Haus of Hendricks is here to help brands emerge from the pandemic in an empowered and reinvigorated way and to help companies formulate the strategies that will encourage growth no matter what’s still to come.
- Has your business a cautious and staggered plan in place that is adaptable for the times of change that lie ahead?
- Are you prepared to adapt your company tone to reflect a more empathic, personable, and humanised brand character?
- Are you able to continue funding branding and strategy changes, or are you able to redirect funds into this area of your business?
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.