Brand strategies in a shifting landscape

Businesses must identify effective ways to adapt to change, says Brand Lounge’s Hasan Fadlallah

Image Credit: Brand Lounge

Change, a universal constant, is challenging because of our inherent desire for comfort and security. This was made evident during the global turmoil of the Covid-19 pandemic, an unexpected shift we were collectively unprepared for. It was not only the pandemic that posed the most significant threat to businesses but the potential for an economic downturn in the global market.

Three years on, we continue to learn, adapt and incorporate invaluable lessons into our lives. Although drastic, such unforeseen change highlights the importance of adaptability and agility. Indeed, the most flexible and adaptable are often best equipped to weather the storm of uncertainty. In the tumultuous seas of the business world, charting our course through change is crucial for success.

Let’s consider the Kingdom of Saudi Arabia’s Vision 2030 plan. Unlike the pandemic, this initiative represents a deliberate and ambitious national rebranding exercise. However, given Saudi Arabia’s unique position as the heart of the Islamic and Arab worlds, this task is complex and must be navigated carefully.

As Saudi Arabia embarks on this transformative journey, businesses must critically assess their existing brand strategies and identify effective ways to adapt to the changing milieu. But how can brands adapt and remain relevant and competitive while driving growth?


In an evolving landscape, crafting a brand strategy cannot be a one-off activity. It must continuously evolve in response to changing market conditions and emerging opportunities, using a cyclic process of research, evaluation, execution and assessment.

Some steps to develop an effective brand strategy in such a changing landscape include:

Rediscover your brand: Align your brand with the objectives outlined in Vision 2030 by examining your business model, stakeholders, motivations and purpose. A clearly defined purpose can help your brand stand out from competitors and create an authentic emotional connection with your audience.

Uncover your superpower: Identify unique strengths that empower your brand to adapt and thrive in a dynamic environment. As the Kingdom liberalises its economy, inviting global brands into the market, the competitive landscape inevitably intensifies. Armed with your brand’s unique superpower, you can leverage these strengths to stay ahead of the competition and forge a resilient brand capable of adjusting to shifting market conditions.

Differentiate your brand: The most effective way to differentiate your brand is to be agile and willing to adapt strategies in response to customer needs. This requires a deep understanding of customers and the ability to anticipate their needs before they arise.

Create your brand image: Your brand image should be clear, consistent and aligned with your business objectives. Invest in crafting a compelling brand image that resonates with your target audience and aligns with Vision 2030.

Build brand equity: Enhance your brand equity by creating memorable brand experiences, delivering exceptional customer service, and investing in brand building activities.

The significance of adaptability can’t be overstated. Businesses that can pivot and reposition themselves, adopting innovative strategies and solutions, can turn crises into opportunities. A nimble approach allows companies to mitigate risks, seize unexpected opportunities and stay ahead of the curve.

Consider the numerous brands that have thrived despite the economic uncertainties posed by the pandemic. They have shown us that change is not always a threat but, can be an impetus for innovation and growth.

Amid the global lockdowns, Zoom managed to maintain its operations and soar to new heights. It seized the moment by lifting restrictions, promoting remote work content, and outpacing competitors with user-friendly features and effective marketing. This allowed it to meet the demands of a rapidly changing market, and the brand thrived even as other businesses struggled to stay afloat in the face of an economic downturn.

While the road ahead may still be fraught with challenges, the lessons learned during these times of change can serve as a guide for the future. Whether it’s a pandemic, a financial crisis, or a national rebranding, the ability to adapt and innovate is critical.

Brands must be fearless and ready for change, looking forward rather than clinging to the past. Flexibility and adaptability in a brand’s strategy are not just essential for maximising brand value, but they also serve as the keys to survival – not just for today, but for the future.

By Hasan Fadlallah, Founder & CEO, Brand Lounge