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Saudi Arabia’s Vision 2030 is redefining the Kingdom’s global image through strategic branding. Brands in Saudi Arabia are embracing cultural nuances, integrating the Arabic language, and leveraging technology to connect with customers. Ibrahim Lahoud, Head of Strategy & insight at Brand Lounge, a branding consultancy based in Dubai and Riyadh, elaborates on how Saudi Arabia’s vision has triggered a cultural renaissance, leading to a surge in innovative branding projects and a growing emphasis on sustainability, experiential retail, and authenticity.

Saudi Arabia’s Vision 2030 is redefining the Kingdom’s global image through strategic branding. Brands in Saudi Arabia are embracing cultural nuances, integrating the Arabic language, and leveraging technology to connect with customers. The nation’s vision has inspired a cultural renaissance, leading to a surge in innovative branding projects and a growing emphasis on sustainability, experiential retail, and authenticity.

Bringing Vision to Life

The Kingdom of Saudi Arabia’s trajectory is clear and deliberate. With a laser-focused vision, strategy, and an unwavering action plan, Vision 2030 seems poised to become a reality soon.

Branding plays a pivotal role in achieving visions. While often overlooked or sidelined, brands operating within a nation are crucial in executing a vision, especially when we consider the broader impact beyond logos.

As brand consultants, we consistently emphasize that organizations don’t own their brands; their audiences do. Ultimately, end users determine the success or failure of a brand. Therefore, it’s imperative to examine how brands in the Kingdom are contributing to positioning the nation on the global stage and assisting in the realization of its vision.In the mid-1990s, Gulf nations experienced a surge in professionally developed brand identities. This ushered in the implementation of full positioning and branding programs across various industries, including government entities. At the time, Saudi Arabia hosted international brands vying to participate in the nation’s development.

The Power of Cultural Nuances

The Kingdom of Saudi Arabia, a nation deeply rooted in tradition and conservatism, is undergoing a radical shift. The nation’s strategic vision has ignited a cultural shift, leading to transformative changes that are reshaping the branding landscape and influencing the Kingdom’s image both locally and globally.

With the country opening up to the world and inviting everyone to actively contribute to its success, global brands establishing operations in the Kingdom have emerged as influential catalysts for boosting awareness toward strategic branding. Notably, emerging trends have taken over the local scene, with both established brands and new, more daring ones engaging in extensive positioning and branding projects. Recognizing the importance of investing in their brands to elevate awareness and drive sales, these brands are embracing a range of innovative approaches.

One of the most transformative trends is the growing emphasis on incorporating the Arabic language and local cultural nuances into organizations’ brand development. By celebrating their heritage and integrating Islamic values into their brand strategies, these brands resonate deeply with the domestic market and appeal to global audiences seeking authenticity and cultural diversity.

Additionally, trends such as sustainable fashion, experiential retail, entertainment, and digital marketing are also making a significant impact on the market. Small and medium-sized enterprises (SMEs) and startups, often supported by government initiatives, are generating impactful branding through these innovative approaches. These innovations inspire local brands to adopt creative strategies, further shaping the evolving Saudi branding landscape.

“The “Made in Saudi” label promotes local brands and products globally and locally, fostering a harmonious symbiotic relationship that elevates the nation’s own brand...”

Technology for the Better

Technology plays a pivotal role in shaping brands and branding practices. Brands are not just logos; they are carefully engineered ecosystems that encompass every aspect of strategy, verbal and visual identity, design, and communication. The rise of digital influencers and content creators has accelerated how Saudi brands reach their target markets and influence their behavior and brand perception through compelling storytelling.

In the era of the Experience Economy, brands transcend products and engage audiences through experiential touchpoints. Saudi Arabia, capitalizing on its rich heritage, vibrant culture, and diverse geography, is crafting brands that resonate with its future-oriented leaders and captivate the global audience. From the iconic Diriyah to the cutting-edge Jax, the harmonious synergy of Saudi brands in promoting the past and envisioning the future is truly remarkable.

“It’s fascinating how a nation’s vision cannot only rally organizations to generate business but also rally brands to build equity.”

The Influence of Public Opinion

Public opinion has been a significant factor in Saudi Arabia’s rapid ascent on the global stage. Beyond the projects they spearhead, Saudi brands have leveraged the power of branding to generate widespread awareness. The Line, the Cube, and Neom are not just engineering marvels; they embody the essence of branding, working collaboratively to position the Kingdom on the world map. The emergence of fashion designers, artists, and even corporate and consumer brands has blurred the lines between traditional and mass, creating an amplified brand that represents the nation as a whole.

Public opinion is not swayed by products alone; it is shaped by brands and their connection to the country of origin. Even traditional family-owned businesses, deeply rooted in their heritage, are recognizing the need for repositioning or rebranding to secure a place on the nation’s brand registry, all while preserving their inherent culture. Local hospitality and real estate brands are undergoing transformations, not to compete with international giants, but to align with the Kingdom’s vision and earn a share of the market.

The realization of this understanding underscores the profound impact of branding on public opinion. In a globalized market where consumers are bombarded with choices, Saudi brands have grasped the significance and challenge of benchmarking against the best, rather than merely striving for the next best.

One Last Thing

Saudi Arabia has long been a regional leader, with renowned brands like Aramco, Almarai, Saudi Airlines, Panda, Al Rajhi, STC, Sabic, Mobily, and many others recognized both regionally and globally. Today, branding in the Kingdom is not a sudden occurrence but rather a strategic realignment with a clear vision and a purposeful repositioning.

This realignment serves as a catalyst, encouraging both outdated brands to rebrand and reposition and newcomers to think strategically before engaging in branding. This formula is driving exponential growth in the branding scene, and the benefits are boundless. The cycle is only moving upward.

It’s fascinating how a nation’s vision cannot only rally organizations to generate business but also rally brands to build equity. The Kingdom of Saudi Arabia is a brand in itself, built upon the thriving brands within it. The “Made in Saudi” label promotes local brands and products globally and locally, fostering a harmonious symbiotic relationship that elevates the nation’s own brand, which, in turn, elevates the brands that operate within it.

We also believe that differentiation occurs through how a brand builds value for its stakeholders and customers. Differentiation and value are generated by tapping into the Kingdom’s industrial, human, and business wealth. As brand consultants, we act on the principle that a brand is built upon four pillars that we call the Dimensions of Differentiation. Purpose, Innovation, Culture, and Image work in tandem to define a brand’s reason to exist, and how it manifests internally and externally through the right verbal and visual cues.

Branding as a National Asset

Saudi Arabia is proving that when harnessed correctly, branding is a powerful tool for nation-building. The Kingdom’s success lies in its ability to unite diverse brands under a shared vision, creating a national identity that inspires pride and garners international respect.

As brand consultants, we are proud to witness and contribute to this transformative journey. Through purposeful branding, the Kingdom is not only reshaping its own identity but also setting a benchmark for others to follow.