Brand Storytelling is Your Sales Team Head


“Marketing is no longer about the stuff that you make but about the stories you tell. People do not buy goods and services. They buy relationships, stories and magic.” Seth Godin


Humans love to listen to new stories; they love being on the receiving side of storytelling. They feel heard, they feel a sense of belongingness. Once the prospective customer’s psychological needs of belongingness are satisfied, that sense is followed by purchases, both informed and impulsive. In simple words, good stories told by the brand impact the customer’s perception driving him to a state where he wants to possess that brand. If a product you are selling is similar to what others are selling, storytelling will become your magic wand and give you an edge. Here’s how!

Brand Storytelling — imperative to penetrate into the consumer’s minds

It’s hard to neglect human emotions. If your brand story has been able to touch a prospective customer emotionally, a happy purchase is coming next. You could share this brand story on your packaging or through an advertisement, but ensure that your brand story is a heart-wrenching tale evoking emotions and sentiments. A few professional creative agencies in Dubai know the art of stealing hearts with minimalistic marketing and packaging — exactly how it works. Making a strong heartfelt impression without going too overboard is the trick they have aced and one that brands must deploy for making it big.

Airbnb hired a high-profile artist to artistically portray the experiences of its clients and hosts to the rest of the world. A classic way of storytelling!

Marketing gimmicks that don’t look like marketing gimmicks

The idea is to get people talking without the brand going out and doing all the talking. One smart campaign can turn the tables for any brand. Professional branding agencies understand what can trigger stirring conversations on social media and other channels. They come up with fool-proof marketing gimmicks which don’t seem like marketing gimmicks to the public.

Take Dove for example. It focuses on being true to self and being happy in one’s authentic beauty for all skin colours — exemplification of breakthrough branding which is consistent, much more deeper and well-implemented.

Your Brand Is The Protagonist Of The Story

Why does everyone love watching movies? It is simply because loving storytelling is in human nature. Always remember, in your story, the protagonist is your brand. Some brands push their product on different channels and make unyielding sales pitches to expensively bought leads. Whereas, smart brands get the people talking about the product without the brand going out and talking aggressively about the product. They create content, giving only subtle attention to the product but making the overall story so engaging that people share, like and the word spreads like wildfire. Brand still remains the hero, although subtly!

For example, Almarai, a renowned dairy brand in the Kingdom of Saudi Arabia got the world talking about it when it launched a breastfeeding video which became the second most shared video in the world at almost 1.3 million shares, within a week of its launch. Its Facebook Page became the third fastest growing page in the world after Nestle and P&G. Almarai garnered over 39,000 new followers every day.

All you need to ensure at marketing level is that your story is told effortlessly and consistently without seeming too desperate to make a mark. There is of course a very fine line between powerful storytelling and desperate storytelling — something which creative agencies understand the best. In today’s cut-throat competition, storytelling bags you the golden medal. Storytelling is essential for a brand to become successful in such overcrowded markets, almost saturated with every kind of product.

What is the story about?

It could be a story about anything you find peculiar in your brand — it could be about how your venture came to life, a story about how you process your products, a story about the place you source the raw materials from, a story about the artisans, a story about if and how you use a part of your profits towards social causes, a story about how your brand gives employment to the underprivileged people living in the poor geographies and the list goes on.

For Example: Dubai-based makeup brand Huda Beauty founded by beauty blogger Huda Kattan raked in record sales in 2020 despite the pandemic. Although her products are priced at a higher end, her brand story is clear and simple. She promotes her brand as a means of expression, as a means to feel confident. About her brand, Huda says,” It is about giving people the power to express who they want to be no matter who they are, or where they are from. Beauty is not about how much you spend, but how confident you feel, so that will always be the ultimate goal for us.”  Indeed, a lovely way to swap the customers’ worries about spending more with the “feel good” factor. Next thing you know, that sense of self expression makes the customer almost addicted to the brand and keep coming back for more.


If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” – Jay Baer

If people today ask you what’s your business’s USP – it could mean Unique Selling Proposition as we have traditionally known the acronym or Unique Story Proposition, as rightly introduced by renowned author Jim Signorelli. This is the age of storytelling, really! An age where a brand potentially reaches the ultimatum of attention and wide success purely because of a well-articulated story. The idea is not to ring in fame overnight through extensive social media campaigns and rigorous storytelling. The idea is to uniquely position the brand and stand out from the competitors, with a story that is hard to go unnoticed, even when narrated periodically to keep your community waiting for more.

If you have been planning to launch a new startup or rebrand an existing one, now is the time to get started. Whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Also read – 8 New Year’s Business Resolution To Make In 2021

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How Brands in Gulf Area are Saving Big With Packaging Guideline


First off, let’s understand what is a Packaging Guideline. It is a purely customised document containing elaborate guides to formulate the perfect packaging for all your products. A Packaging Guideline contains guides for logo placement, logo colours, typography, brand colours, text on packaging, product photography style, etc.

Packaging guides are prepared after conducting in-depth research of your existing/aspiring brand image, the industry, characteristics of target audiences, etc. It also comes with a set of do’s and don’ts which makes the whole packaging process ultra smooth.

If you are a multi-product manufacturer, packaging guideline is for you.

Getting custom packaging for each and every product can cost you thousands of dirhams and exhaust your marketing budget instantly. On the other hand, a packaging guideline gives you the perfect packaging without burning a hole in your company’s treasury. It serves as an SOP for all your company’s packaging requirements. That said, it is essential to get these guidelines made from professional creative agencies rather than generic packaging vendors. Remember: Packaging is the first impression of your product. And unprofessional or inappropriate packaging is a major turn-off. Making your product stand out through packaging is a direct route for getting customer attention.


Why packaging guidelines?

Packaging guideline is a bible for multi-product manufacturers. It is a master document especially curated for a specific brand for all its packaging needs. It enables a brand to follow a certain packaging pattern, a set  of brand colours, a specific set of fonts and background elements, etc. across all their product packaging ensuring consistency  and product identifiability.


When all your products come under one packaging pattern, it becomes easy for the customer to recognise your brand and all your offerings. In the long run, it gives a competitive edge, fosters repeated sales and builds brand loyalty. Following these guidelines across all product channels upscales brand identity and aids in creating a standardised packaging process.

Packaging Guideline: Your Brand’s Story Teller

What’s your brand story? What makes your brand unique?


The conscious consumers of today are interested in your brand story; they invest in your story before investing in your product. Therefore, story-telling is important. Packaging is understood as a tool to tell your brand story and attract customers at the first glance.

Every brand has a unique story to tell. Whenever a creative agency begins preparing a packaging guideline, the first step they do is pen down a unique brand story. The creation of the brand story is a result of intensive study and research of the brand’s foundational values, vision, mission, geographies, etc.


Telling your brand story with your packaging.

There are multiple benefits of opting for Packaging Guidelines but the most important aspects are consistency, brand identification and professionalism. Having a Packaging Guideline in your hand ensures you and your packaging vendors are on the right track. It gives you a blueprint and answers the following basic questions to get you started with your packaging:

Product Vibe – Every packaging should suit the product’s vibe, its look and feel and most importantly, its functionality. Eg: a tech product should mostly have a cool and groovy packaging that also keeps the product safe.

Packaging guideline captures the essence of the products and based on it formulates a basic packaging framework. Every packaging guideline comes with design templates which serve as full-fledged blueprint and are used as instant references by your in-house printing department or external Chinese vendors who will do only what they do best – Print. Only Print. Not designing, not strategizing, etc.

Typography – What family of fonts will be used on the packaging? For instance, if a product’s target audience is mature working professionals, a subtle font with a minimal undertone would be apt. On the other hand, if the product is meant for kids, the typography should ideally be huge, bright and colourful. Packaging guidelines contain a detailed guide for font usage across all your products.

Brand Colours – Colours help customers identify your products on the shelves. Packaging Guidelines come with a set of brand colours which could be used across all your products making it easier for the customers to identify your products, thereby increasing chances of repeated sales.

Branding and Target Audience – It is important to understand the target market of your product and carry out an in-depth study of their demographics, physiological patterns and behaviour, etc. before selecting the packaging. Every packaging guideline is prepared after a holistic understanding of the target audience and their preferences.

Competition – Before preparing a packaging guideline, a detailed study is carried out to understand why your competition’s product failed or succeeded owing to packaging. Having said this, it is important to make your product stand out from your competition and also learn from your competitors’ mistakes.

Selling – For deciding the right packaging, it is important to understand how it will be sold. For instance, if you are selling your product purely online, people are not able to get the look and feel of the product. Therefore, the packaging must appeal to other senses and your packaging guideline would ensure this happens.

Content – On the packaging, mentioning the content that actually matters to the audience is key to getting their eyeballs. A clutter-free design and text placement makes the customer want to read what’s written and also makes it easy for him to understand how the product is beneficial for him. In case your product sells in malls and shops — if the customer isn’t able to instantly read why he should buy your product, he is most likely to have his attention shifted to the competitions’ shelf.

Apart from offering the aforementioned specifications, a packaging guideline is an ideal packaging solution if you are a multi-product  manufacturer. Custom packaging for multiple products can be expensive. Therefore, unless it serves a significant purpose, it could be a waste of marketing budget.

All in all, packaging guidelines is a document allowing your brand to create the packaging of your dreams and that of your customers’ with the help of your packaging vendor. Apart from being highly cost-efficient and budget-friendly, it offers a bundle of benefits to keep your brand packaging shining and winning, in the long-run as well as short-run.

Also Read – A Preparation Guide for Your Brand, for the Dubai Expo 2020

The ABC of brand awareness- Find out best ways to increase brand footprint in KSA


“Products are made in a factory but brands are created in the mind.”  – Walter Landor, Founder, Landor


Mr Landor wasn’t mincing words when he said this. The founder and CEO of globally renowned brand consulting firm Landor emphasizes the importance of perception in the marketing and advertising realm. People’s perception of a brand can literally make it or break it.

With the advent of social media, people are constantly connected to each other and to the brands that they love. If you can create an aspiring and inspiring image of your brand in the minds of people, then your brand is already successful.

Just like every country has its own unique language, culture, and cuisine, every country also has its own bespoke marketing dos and don’ts. To make the most out of a market, a brand needs to be sensitive towards this, and work alongside to create maximum impact.

Saudi Arabia, also popularly known as the KSA (Kingdom of Saudi Arabia) is famous for many reasons such as oil, Arabian coffee, the world’s largest sand desert, the world’s largest oasis etc. With a population of 34.54 million, it’s also an emerging marketing and business sector. The land of Sheikhs have about 72.38% active social media users. which makes it a marketer’s dreamland who is looking to put their brand out there.

Social media for branding. Really?

A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well. – Jezz Bezos, Founder and CEO, Amazon

You name it. And social media has it. Every product that you can ever think of, is now active on social media. And why not? With the arrival of technology, everything is online and it becomes imperative for a brand to have and maintain a relevant social media reputation.

With the COVID-19 pandemic affecting the world, it has now become the need of the hour to give consumers an insight into your brand story, right in the palms of their hand, in an electronic device of their choice.

Consumers are adapting to the changing times, and it’s important for the brands to keep up and innovate and invent to continue being a part of their consumer’s life.

Just like any other market, the KSA also has some cultural nuances that should be kept in mind while curating a brand story.

Some ground rules before you break ground with your brand


The language 

Arabic is the primary language in Saudi. A large number of Saudi Arabians use Arabic in the common parlance.

Saudi welcomes people from all over the world therefore English becomes the secondary language because many of these expats use English for their everyday communication. Keeping your brand bi-lingual and using both English and Arabic SEO keywords is your best bet to ensure that it is inclusive and reaches a large and diverse audience.

The culture 

Just like a lot of countries in the gulf, Saudi Arabia strongly adheres to local customs. Traditional viewpoints and customaries are followed in dressing, salutations, hospitality etc. Although no laws specifically regulate the culture content of ads, insensitivity may destroy credibility and prove to be a strong blow in your overall brand story. The moral of the story is steer clear of ambiguity and stick to the things that will respect the local customs and affirm the consumer’s faith in your brand.


Out of all the social media platforms, YouTube scores the highest when it comes to consumption by the Saudi Arabian population. The users spend a notable amount of time on the website, making it a lucrative avenue to explore for your brand. So the next time when you think of an idea, ask yourself “Can I make a YouTube video of it?” and if the answer is yes, reach is almost guaranteed provided you use the right media mix to deliver your message.

Social Media

In general, the social media users in the KSA are increasing at a rapid pace. No matter what you do, having a relevant social media profile will allow people to get a glimpse inside your brand and its story before they decide to delve deeper. As a brand, it also enables you to be present where your audiences are, so even before they interact with the brand, you can use this opportunity to engage with them by becoming a part of their lives.

So keep an eye out on the latest geographical trends and curate a story that your audiences will understand and love.

At Vowels, we live and breathe the beauty that is Saudi Arabia. We are constantly learning and widening our horizons about the KSA. And the more we get into the bloodstream of the culture, customs, and heart of the country, the more we are able to create a bespoke brand that aligns with the values of the locals and delivers the brand truth in an honest and sensitive way.

If you have been planning to launch a new startup or rebrand an existing one, now is the time to get started. Whether it is a logo redesign, a website redesign, refreshed messaging, or a complete brand makeover, it’s time you get in touch with professional branding agencies like Vowels to make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

Learn and grow with us. Stay connected and master the art of branding in the KSA with Vowels.

Also Read – Which Is Better For You: In-house vs Outsource Creative Agency