Brand is Everything. Not just a logo!

For the past 3 years in Saudi as well as in rest of the region, I have witnessed quite a few campaigns (deemed as Brand strategy and Branding campaigns by local ‘Misstra Know-it-Alls’) that made my head spin. Someone I know recently posted on his Facebook the following:

Our local brands are globally competitive

If he thinks so, I guess he’s in a different world than most Branding experts

First, realizing our truth can only push us forward but denying or manipulating the truth can only falsify our reality. My thoughts on his Facebook post was:

Yes, we have the potential to be such but not till we admit and embrace the truth that our market and companies hold a false understanding on ‘Brand and Branding’

Local Market’s level of understanding:

A Brand is:

  • Logo
  • Design
  • Colors
  • Fonts

Few think of Positioning Statements and Brand Promise because both hardly work with their core Business models

While, Branding is: 

  • Advertising on Billboards/Outdoor Medias
  • Merchandising
  • Social Media

If the above was correct, then we should all expect to have the most competitive Brands roaming world markets. At times, coming to term with ourselves and setting our personal egos aside might serve the company and the community a better future

Once a Saudi Marketer said something that I found to be very true, he said:

You need to think of mature markets for Brand and Branding to work, the regional market is still on trading mindset

My lighthearted advice: 

  • Define your Audience (understand them really well)
  • Clear Goals, Vision and Mission
  • Define your Business Model
  • Hire professionals who know how to carry your Brand
  • Understand your Brand: Know its Values and Benefits
  • Understand your Marketing Mix, in line with your Business Model and remain Focused
  • Revisit the above every 6 months

In short, take your Brands VERY seriously if you wish to sustain growth because Brands are…timeless

Said Baaghil is the ‘Unconventional’ Branding and Marketing Adviser to reputable companies in the Middle East, author of many reputable books including the ‘The Power of Belonging’ and a Speaker. Baaghil appeared in books published by America’s experts on Branding and Marketing such as Dan Hill and Libby Gill. Most recently Baaghil was interviewed by world renown Brand Consultancy firm Siegel+Gale on Branding in the Middle East

He can be reached on

The article was first published on Linkedin Pulse on 5th January, 2015

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