Brand Strategy – What It Is? Why Is It Important? Where It Can Take You?


Gone are the days when building your brand identity was all about creating a striking logo and coming up with awesome visuals with regard to advertising. Today, building your brand is much more than just visuals. This is where brand strategy comes into the picture and this is what we will have a look at in the course of this article.


Now, brand strategy is a vast field that can create a huge brand facelift to make a difference to your business. So, if you thought that you could just go the usual way and create a nice design, chances are you are just on the horizon while your competitors could be going far ahead of you.

In fact, this is an area that comes with new insights each day, where new strategies are invented for brands to showcase themselves effectively. While on the outside, what may just look like a plan that keeps a business from getting stuck halfway down the road, brand strategy comprises much more.

No, it’s not just about developing a good looking brand, but much more. Let us have a deeper look at that here:

  • What would you like to achieve as a brand?
  • Who is the target audience that you need to appeal to?
  • What is the best way in which you could appeal to that audience?

Now, these are just a few of the many questions that brand strategy seeks to ask you in order to structure your plan for your brand. In other words, a brand strategy considers all the elements of your business plan in order to ensure that you have the best possible chance of reaching your destination with a good brand story. And all this requires much more than just creating a good corporate image. We shall consider a few of them here:

Conveying Your Message Interestingly


Times have changed and a voice that once worked so well in the 80s would not have the same effect today. It is here that a brand strategist would jump to the rescue. Perhaps he would suggest that you come down to a more human level that would make your message more interesting. He would even go the extra step to show you how to convey your message in just the right way to create a tone and feeling of familiarity.

Helps You Appeal To Your Audience Better


In other words, a brand strategist is someone who sits down with you to consider your audience and find the best way to appeal to them. At the end what he gives you is not just a plan but a brand that is more human and as a result, more beautiful. He helps you give birth to a brand that connects to its audience in a more human way.

Gives You Expert Advice


So, you see, promoting your business today is not just about design. And while you can have freelancing websites today and that can convince you about offering good brand consultancy, offering you competitive prices and a lot of scope to get some things done independently, don’t expect the end result to be anywhere near to that of what you would get from an acclaimed brand strategist, who has specialised and gone all out and digged into this subject called branding to find a wealth of secrets to help you with, from this vast world called branding. Now, what these websites could be giving you is just the tip of the iceberg in comparison.


A full fledged brand strategist, on the other hand, is someone who has spent serious time to progress in every step of the journey and not someone who has just read a handful of articles before starting off on his own. Here, you have experts with all the advanced knowledge to help you come up with strategies that are sure to succeed.

So, in the end, while what you may be paying is something more than just a small fee, you can be sure to receive all the right tools and resources from experts who have been in the field for years, all presented in an easy and understandable way so you are not struggling alone.

Finally, Gives You the Confidence You Need In Your Brand


Here, you don’t just get a style guide with rules and so on. Instead, you get all that you need in order to enter the marketplace, to communicate the message of your brand in the best possible way. You get a good brand manual that you can actually use when you want to create an advertisement or put up a post on social media.


In other words, you get just what you need by way of tools to communicate with just the kind of consistency to find that level of trust and loyalty from your consumers. In short, you enjoy a much better control over your brand which is so important for success.

We are spread over multiple countries over the globe from as far as India and the Middle East with names like UAE, Soudi Arabia, Kuwait, Qatar, Oman and Bahrain to the US in the West. Just reach out to us for an effective brand manifesto and a CI manual that lets you walk your business with just the right confidence you need.

Also read – 10 Golden Laws of Branding You Need To Know Today

A Preparation Guide for Your Brand, for the Dubai Expo 2020


While most of us are still recovering from the adverse effects on our businesses and brands, due to the COVID-19 Pandemic, The UAE expo 2020 has emerged as a ray of hope for us. Being blessed by such an opportunity, how do you determine if your brand is ready yet?

With an expected footfall of 25 million people, from across the globe, The UAE expo is all set to welcome you to the ocean filled with abundant growth opportunities for your brand. Now it’s time for your brand to gear up for the dive and prepare in full swing.

Preparation is the key!


The clock is ticking, and the countdown has already begun!

Planning and preparing paves a concrete pathway towards the success of anything. Planning for such an event, does not end with the hotel bookings and securing your booth, it BEGINS right there. With proper strategy and plans in place, your brand can secure the spotlight and get the best out of the UAE expo 2020.

Is your Brand strategy in place yet?


The UAE Expo is a perfect opportunity for every business or a brand to re-analyse its Brand Strategy. Whether you are thinking of launching a new product, or curating a new service, it is extremely crucial for your brand, a well executed brand strategy can help you secure the spotlight at the UAE Expo 2020.

While trade shows and expos can be a challenging space for brands, they also provide a space for immense growth and development at the same time. Crafting engagement led experiences which deliver the authenticity of the brand can help build stronger consumer relationships.

A brand strategy also consists of a Brand experience which not only highlights the product or a service, rather it focuses on communicating the brand story woven with the nuances of serving the consumer. While the tangible aspects always seem to steal the show, it is also significant to focus on the intangible aspects, like the brand promise of assurance and quality, smooth communication, and consumer support. A well planned brand strategy serves you with an opportunity to focus on the intangible and deliver an experience which evokes a sense of reliability for the consumer.

A brand strategy involves telling a story consistently across all platforms yet uniquely tailored for each platform. Conveying a story involves putting your core competencies & Values into a consistent brand identity which uniquely associates with your brand. Effective communication of the visual identity of the brand, derived and developed from the brand colour palette, can help develop and create an associative image in the consumer’s mind, which in turn compliments the loyalty of the consumer to the brand.

Update your Brand Guidelines

Update-your -Brand-Guidelines

The UAE Expo 2020 is all set to provide you with a stage to showcase the ultimate potential of your brand, you possibly cannot afford to go wrong. Brand guidelines consist of a toolkit which ensures a consistent brand identity, through various communication channels and delivers information about what the brand actually does. Whether it’s your packaging design, or landing pages for your website, or even your social media campaigns, an effective brand communication crafted surrounding your participation in the UAE Expo 2020 can help you create a rather relatable brand image for your consumers.

UAE Expo 2020 is an opportunity for you to uniquely craft an experience which tailors your Brand identity with brand guidelines and bridge the communication gap between the consumer and the brand. Detail out information in various forms like product brochures, Activation creatives, Newsletters, and advertisements to announce your presence at the Expo 2020.

Crafting a unique Communication strategy


Communication plays a very important role in generating awareness amongst your consumer base. While we are living in the Digital era, we are blessed with numerous platforms to establish an effective communication channel with our potential audiences. This also comes with a challenge of identifying the uniqueness of every platform and tailoring your strategies around the same.

This is where you answer all the questions for yourself, and for your audience. Focus on all the preparatory hype that your brand could create about your presence at the UAE expo 2020.

Get Social!


Develop a Social media campaign in order to spread awareness about your presence at the UAE Expo 2020. Every brand is unique in its own ways. There are a set of Brand values which define the roots of the brand. It’s a unique opportunity for your brand to re-communicate its potential, by deep diving into the brand story and pulling out content which conveys the most relevant information about the brand. With exercising regular social media engagement, one can also look at expanding horizons, in terms of the content that needs to be circulated. Remember the underlying focus of the campaign is to “tell people” about your presence at the expo, and Social media can result into being an extremely effective tool if your Engagement plan is right in place.

Focus on generating content around the information related to the UAE expo 2020, this can result in increased traction for your social handles, and help you gain a better reach. You can also focus on Email marketing, reach out to your existing customer base via email, it is completely free of cost and you might just end up making a sale. LinkedIN is emerging as another effective platform for brands to connect with their audiences, many brands are already out there communicating to their audience about the UAE Expo 2020. Look at how Swatch has started with a Video marketing strategy which highlights their new product and uniquely announces their participation at Expo 2020.

Your communication strategy should focus on nurturing your existing consumer base and at the same time also focus on generating more leads by creating and curating engaging content across various communication channels out there.

The time is NOW!


That new product or a service that you’ve been waiting to launch for so long, and 2020 just brushed away all our plans just like that! Well, no more, especially when we have learnt to survive amidst a Pandemic. The UAE Expo 2020 has swooped in like a superhero and has provided us with a pool of limitless opportunities, it’s time we revisit our plans and deliver even better products/services for our audiences.

Trade shows are the best places to launch new products and services, as it provides you with an opportunity to connect with a vast variety of audiences. It’s time for you to look at developing a branding strategy around your new product or service, and create an effective visual language which communicates all the relevant information about your product or service.

Once you have the right Branding in place, it is time to plan your launch and create a hype around the same. Feature content which helps you create a build-up around your product/service, this will get your targeted buyer groups excited to meet you at the UAE Expo 2020.

Create an unforgettable experience for your visitor!


Once you are past the pre-planning stage, and you have got your marketing tools in place, it is time to also plan your presence at the UAE Expo 2020 . Now when you have secured the booth, and marketed your presence in the most effective ways, it is significant that your setup speaks your Brand Language out loud.

It is an opportunity for your brand to engage with potential leads and tell your brand story in the most interactive manner. Design your booth in a way that it complements the visual language of your brand, which means choosing the right colors, and décor products. You can also look at Video marketing and create motion graphics targeting the product/service you want to showcase. Make usage of print marketing by investing in designing a brand catalogue for your audiences, and keep it handy at your booth. To generate better one on one engagements, you brand can focus on activations by curating contests and planning giveaways. Product demonstrations can also prove to be extremely effective as it provides your audience with a first-hand interaction with your product.

Get Set Go!


Now, when we have our communication tools and right brand strategies in place. It is time for us to take action and make the most of this opportunity that has been handed to us. You cannot afford to lose out on such a vast opportunity of growth for your brand. It is the best time for you to begin with crafting a plan of action and deliver an outstanding performance at the Expo2020.

Have something in mind? Let us take over and we will make sure your brand stands out at the Dubai Expo 2020! From brand consultancy to crafting the most effective Digital Marketing strategies, we’ve got you covered. We curate brand experiences like never before. Get in touch with Vowels, and get your planning and execution sorted right here!

Also Read – Smart Packaging Is The Future: Packaging Strategies of HUL, ITC, Red Bull and more

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