Adapting Brand Strategy for the UAE and KSA Markets
Expanding into the UAE or Saudi Arabia presents exciting opportunities for brands, but it also requires a strategic approach that considers the unique cultural, economic, and social differences between the two markets. While both countries share many similarities, their distinct consumer behaviours and cultural values mean businesses must carefully tailor their brand strategies to succeed.
In the UAE, the market is highly diverse, with a large expat community alongside the local population. International brands often find success by creating a brand identity that is aspirational yet accessible, blending luxury with approachability. Your brand must appeal to both locals and expats while embracing the cosmopolitan nature of the UAE’s cities. This requires a deep understanding of the local culture as well as global trends, to create a brand that feels both familiar and exciting.
In contrast, Saudi Arabia’s market is increasingly focused on national identity, with a growing preference for local brands that reflect the country’s heritage and Vision 2030 goals. Consumers are seeking brands that align with the country’s modernising vision while still respecting its deep-rooted traditions. National pride plays a significant role in purchasing decisions, and brands that strike the right balance between innovation and cultural authenticity will resonate deeply with Saudi consumers.
For example, I had the pleasure of working on the brand creation project for Myra (view project case study), a luxury French-inspired patisserie with locations in Riyadh and Jeddah. Myra blends traditional French patisserie techniques with a modern Middle Eastern twist, offering handcrafted, decadent pastries. The visual identity I developed for Myra reflects its sophistication and quality, combining elegance with subtle, luxurious touches that resonate with the region’s affluent clientele. This project highlighted the importance of aligning brand aesthetics with cultural nuances to create a memorable and impactful identity in the Saudi market.
For businesses looking to succeed in both the UAE and Saudi Arabia, it’s essential to develop a brand strategy that is flexible yet tailored to the unique characteristics of each market. Whether it’s adapting your messaging, visual identity, or overall approach to meet the cultural demands of each country, understanding local preferences and values is key to positioning your brand for success.
With over 15 years of experience working with brands across the UAE and Saudi Arabia, I can help you create a strategy that ensures your brand resonates with both markets. By understanding the cultural and economic nuances of each country, we can craft a strategy that aligns with your vision and positions your brand for long-term success in the Middle East.
Thank you for reading!
