A comprehensive brand guidelines manual governs the use of the brand logo to promote its core essence: where old meets new. Developing a strong brand identity is the most important thing any company can do to develop its brand within the Middle East region, especially when it comes to the GCC region of Gulf countries.
It’s a fact that most organizations fail miserably at this very basic task though. Brand identity is how you want your company or products to be perceived. If you get this wrong it could lead to big time problems later in your brand image. So how does a company build its brand identity in the Middle East and how does it go about getting it right?
Start with performing some branding research. When was the last time you went out to customers, prospects and past clients and asked them what they thought of your industry? Do you really know what client’s desires are? What about what they do not want? Do you know where they go first to find a company like yours? Are they going to the internet and doing searches or finding you in a trade publication? How your brand is identified with both Gulf Arabic, Western and Indian audiences?
Be well aware that branding within the Middle East carries with it unique risks and rewards, we suggest starting with developing strategies and tactics that will leverage that new brand identity and positioning. They should all tie back to corporate objectives. Avoid wasting money on reactive marketing that gets you know where and wastes your marketing budget. Some of the tactics may include search engine optimization, direct mail, advertising, banner ads, e-newsletters, e-mail marketing, trade shows and much more and the Middle East has a very few relevant platforms for conveying your brand message.
Keep in mind that money isn't taboo. Once you've found a company you'd like to work with, discuss it from the outset. It's better to agree on financial terms from the start than for either of you to be in a precarious position somewhere down the line. This may start with a simple question, like: "What's your budget?" or "What would you typically charge for this kind of work?" If they ask you, give a number if you one in mind, but don't pull it out of nowhere. Be sure you've educated yourself on the costs involved with the kind of work you need, and don't expect them to give you a discount just because you have kind eyes. If you ask them, try to be specific. Ask how much it cost to produce a specific project in their portfolio for each of the Middle Eastern Markets you would like your brand to be represented in.
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