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

10 Golden Laws of Branding You Need To Know Today



Brand is just a perception, and perception will match reality over time. - Elon Musk

The success of any brand depends not on quality but on the ‘perception of quality’. In other words, a brand that makes people consistently believe that it offers most premium quality products enjoys the greatest market share. Perception of quality is exactly what branding does (or exactly what branding is). Let’s dive deeper and understand how Branding is a magic wand for new brands, well-established brands as well as for a brand idea that is cooking in someone’s head right now. If your brand falls in any of the categories, you’d sure want to keep the foundational laws of branding up your ally. Say no more, we got you! Here are 10 branding laws which when applied strategically and creatively, would brighten up your brand image in the market like never before. Let’s get started:e human nature.

1. A brand should know no borders.


Expanding your product line across the world is the need of the hour. Reaching out to more people exposes your brand to more potential audiences, thereby strengthening the presence of your product. With the advent of technology and increased preference for e-shopping, expanding globally is a win-win for the brand as well the customer. Rebranding your start-up or business to fit the global customer’s emotional, physiological, demographic expectations is of paramount importance. Here is where creative agencies like Vowels come into the picture. Apart from providing research-based strategies and deep market analysis to shield you against market challenges, we also hand-hold you throughout the process while paving the way for your global and domestic success, long term as well as short-term.

2. Promotions keep a brand afloat


Saturated market demands promotions and advertisements to ensure the smooth sailing of business. Whether it is direct advertising or indirect advertising, making people see your brand logo, listen to your brand name, see the product you are selling, understand what you believe in, etc. is important. The primary benefit of advertising is that the visual and hearing senses of the customer gradually familiarise with your brand and the next time they go shopping - online or offline and spot the same brand logo, brand colours, etc. which they saw in the advertisement, they would be mentally open to picking your product up against all the other options available.

3. Hues and Dimensions


Brand name is the face of the brand and so is the logo. Choosing the shape of the logo to filling in the right brand colours and picking a typography style which is easily readable is supremely important. Logo building done right is 40% branding done right. It is advisable to keep your brand colours distinctively different from your competitors. Take Netflix for example. The red colour of its logo was not just a random pick. Red, as a matter of fact, is a colour of deep feelings, and high levels of energy. On the other hand, orange stands for playfulness and friendliness. Blue brings in a feeling of peace and like so, every colour has a different meaning that plays a major role in setting the brand tone and vibe. With an eye for detail, an unsurpassable expertise in logo creation and a thorough understanding of every specific brand, Vowels has established itself as the leading creative agency with special expertise in branding.

If you are working on a new startup or rebranding an existing one, look no further for all your branding needs. Whether it is a logo redesign, a website redesign, powerful packaging, 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

4. Singularity


Be ready to portray your product as different. Creating an impression that your product is something that people have never seen or experienced should be the first step to introducing your brand. All the successful brands have deployed this branding tool to spread their magic across their respective markets. Setting yourself apart from others is the route to becoming “the brand” which not only people talk about but also aspire to own. This encompasses sharing a unique brand story with the audiences. A very simple contrast to understand this: A fabric company portraying themselves as nothing more than fabric sellers VS another fabric company portraying themselves as revivers of natural regional crafts and supporters of craftsmanship. Both these companies may be selling the same quality, same designs but the latter would become the beneficiary of greater customer attention and patronage, all on the back of a solid brand image. Sharing the brand image is crucial but knowing how to make the sharing look effortless is an elusive art - one that professional creative agencies hone.

5. Keep it short and clean


The law of “More The Merrier” has led to failure of brands, time and again, across different geographies. More products with different variants deteriorates the brand image. The brand image shouldn’t be cluttered in the customer’s minds. It should be as crystal clear as possible. A brand with a one line description in customer’s mind about how it solves their problem or serves them better -- this is something that has proved to be a game changer for brands then and now: Amazon, Starbucks, Volvo, Rolex, etc. While Starbucks could be all about confectionaries and baked goodies, it purely only focused on coffee. That’s how when people think about Starbucks, they think about coffee and what’s even more victorious is that it also works vice versa.

6. Conquer The Senses: Conquer The Shelves


Conquering all the senses of the target audience is the secret recipe to conquering the shelves. With the visual senses (eyes) being the most powerful influence on decision making, aesthetically and professionally created advertisement is every brand’s pot of gold. While they may not remember the brand name so vividly while they are out shopping, the brand colours and the logo stay saved in their visual memory.

Brand logo, brand colours and the overall brand’s look and feel play an important role while you are trying to maximise customer attention via advertising. Hence, marketers stress on consistent packaging across all touch points so it is easy for the customer to connect the dots and identify the product.

7. The Leader Mentality


Smart brands don’t portray themselves as better than other brands. They simply portray themselves as the leader. For instance: BMW portrays itself as “The Ultimate Driving Machine”, Burger King uses the tagline: “The Home of the Whooper”. When the branding is based on the Leader Mentality, a perception is created in the customer’s minds that the brand is elite and premium. As a matter of fact, everyone in their head wants to own the best, wear the best, use the best. If they don’t already use your product, their ego and inner drive makes them want to raise their standards and own it.

8. Higher Price; Higher Brand Image


Selling your products and services at a higher price is another significant way used by brands to set the Perception of Quality. Intangible emotions like pride and prestige are physiological terms that brand experts and creative agencies understand deeply. It is these feelings that overpower the customer’s decision while he is least aware of them. Humans are driven by reputation in society. As discussed earlier, when the brand image is set higher, the customer aspires to upgrade and provide better to himself and his family. Rolls Royce, Rado are examples of such brands.

9. The branding of brand name is unmissable


At general shops, people sometimes are heard saying “Give me a packet of duracell”. This is an indication that the brand’s name has penetrated inside the consumer’s mind and it has become synonymous with pencil batteries. Domino’s has become synonymous with Pizza. Maggi has almost become synonymous with noodles. In short, the market leader of that product category becomes more than a brand name but starts coming off as a general name in people’s everyday conversations. And that’s the real magic of branding -- to conquer and occupy their minds.

10. Humans Follow Humans


Human nature is such that if a consumer sees a crowd around your product or sees your product even in three people’s shopping carts, he would naturally tend to add your product to his cart. It’s exactly how a restaurant with queues of people waiting outside for a table continues getting more queues as people feel confident to go in a direction where other people are going - it is simpl true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding. Just in case you are planning your new product launches or simply wanting to repackage already existing products with impressive content that strikes a chord, we’ve got you covered.

Vision 2030: The Case of 5 Successful Saudi Arabian Rebrands


It was April 2016 when the Royal Court and Crown Prince Mohammed bin Salman first published their boldly ambitious yet perfectly attainable Vision 2030. Built around three key themes: a vibrant society, a thriving economy, and an ambitious nation, the Vision 2030 when put simply is a comprehensive plan to transition Saudi Arabia’s economy away from their reliance on oil to diverse sectors of their economy for a much more balanced investment model.

One of the key reasons behind this plan is to develop other industries and sectors to ensure that the government is no longer dependent on a single source of revenue. Call it a rebranding exercise or a controlled experiment, it is foresighted that Saudi has decided to grow financially and socially when the economy is rich and prospering, all thanks to its traditional reserves of oil.

However, the journey is long, and change takes time. To attain this vision of a thriving economy, the Saudi Arabian society will have to go through a series of commitments to encourage education, innovation, and the spirit of entrepreneurship. Some of the most promising industries range from high-end manufacturing to financial services and tourism to entertainment and culture.

In this article, we will focus on some of the native and foreign brands that have aligned themselves with Vision 2030 and have decided to rebrand to cope with the changing times.




The Vision 2030 is a strategic master plan that encompasses a range of social and economical changes. The goal is to invest resources in hospitality and tourism to increase international travellers and double the number of UNESCO heritage sites. To align themselves with Vision 2030, InterContinental Hotels Group (IHG) got into an agreement with Mohammed AbdulAziz Al Rajhi & Sons Investment Co to revamp and rebrand two hotels in Saudi Arabia.

The plan is to convert Coral Hotel to Saudi Arabia’s first, Voco Al Khobar, and the independently run Holiday Inn Al Khobar Ulaya will undergo a major refurbishment turning it into Holiday Inn Al Khobar, Voco’s first managed property in the Eastern Province.

This partnership between Mohammed AbdulAziz Al Rajhi & Sons Investment Co. has helped IHG, debut Voco in Saudi Arabia, and on the other hand, joining forces with IHG has helped this homegrown brand be a part of a strong legacy and leverage the growth opportunities that Saudi Vision 2030 presents.

Dammam Airports Company (DACO)



One of the other goals of Vision 2030 is to raise the standard of native companies to international levels. As a part of Saudi Vision 2030 Dammam’s King Fahd International Airport is being privatized and rebranded to give itself a more approachable, dynamic, and timeless look.

This new visual and verbal identity will help the brand Dammam International Airport establish itself as professional, dependable, and an industry leader. The aim is to transform the Kingdom of Saudi Arabia into the Middle East’s biggest economy and become an attractive financial and tourist destination.

Al Tayyar Travel Group To Seera



Al Tayyar Travel Group, one of the Middle East’s leading technology-powered travel and tourism companies, announced a complete rebrand in 2019. The reason is simple: Saudi Arabia’s travel and hospitality industry is undergoing a major economic and social transformation, and they are determined to be at the forefront, ready to serve travellers across B2B, B2C, and other verticals.

This rebranding exercise included changing the logo, identity, and even the brand name from Al Tayyar Travel Group to Seera, meaning journey.

When asked about the new brand, Seera’s CEO Abdullah Bin Nasser Al-Dawood said they are excited for this new chapter that will make their journey even more remarkable. Seera with its new identity will help fuel growth, accelerate progress and allow every employee, stakeholder, and every traveller to foster understanding amongst strangers, connect and breed tolerance.

Saudi Hollandi Bank To Alawwal Bank



Saudi Hollandi Bank was founded in 1926 becoming the first-ever bank to operate in the Kingdom. For decades, the bank has not only served the Hajj pilgrims but also gained the government’s trust with its premium services and maintained the long-standing commitment to supporting the economy. Presently, they are responsible for holding the Kingdom’s gold reserves and receiving oil revenues on behalf of the government.

However, in the digital times, even Saudi Arabia’s oldest bank had to step up and rebrand to connect with this tech-savvy, new generation of business leaders.

Aligning themselves with the government’s Vision 2030 plan, the bank underwent a digitally-driven rebranding changing its name from Saudi Hollandi Bank to Alawwal Bank, meaning ‘the first’ in Arabic. Along with that they have redesigned the entire visual identity across physical and digital touchpoints. The brand expression and visual language are designed to protect Alawwal Bank’s brand heritage while giving this institution a fresh, vibrant, more engaging aura to appeal to younger audiences.

SAFCO To SABIC Agri-Nutrients Co.



The Saudi Basic Industries Corporation (SABIC) announced its 100% acquisition by Saudi Arabian Fertilizers Company (SAFCO), leading it to change its name to SABIC Agri-Nutrients Investment Company.

One of the classic instances to rebrand, this deal is a result of the shared vision of expanding its global footprint by SABIC and SAFCO, to enhance and improve agri-nutrients solutions offered by KSA and expand its market to regions such as Africa and the Americas. It also envisages considerable opportunities for the growth and development of competitive advantages in the global marketplace.


The strategic framework of Saudi Arabia’s Vision 2030 to push through economic and social reforms is a promising start. With this initiative, Saudi Arabia will successfully be able to carve its dependency on the raising and falling stocks of oil and finally develop public service sectors through trade, tourism, and property development.

In this article, we have listed some of the major players from diverse industries who have embraced the kingdom’s Vision 2030 but there are several more who are yet to discover the great potential that rebranding holds when the goal is to grow and expand to a global scale.

Here’s where we come in! Vowels is a branding and designing agency, proficient in refreshing your visual identity, revising the brand messaging, and repositioning your brand identity to help you connect with a new generation of the Saudi Arabian population without compromising with your values.

Along with that, we assist businesses with logo design, a website design, tailored 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.

We believe in providing exclusive solutions to all your brand problems.

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Also read- Branding Solutions: Thinking Of & For The Customer