Brand Archetypes: Why is it the first step to Branding?


Archetypes – it is that magical tool which makes your customer feel connected to you, your brand. Archetype is the persona of any brand that guides its communication with the world outside. It is the soul of the brand shaped by its core purpose of existence, its vision and mission. Archetype does not just represent a brand, it represents where that brand has come from and where it is ready to go. It is a long-term picture, a long-term feeling, a long-term connection! It is a medium of communication that, scientifically speaking, hits right on the subconscious mind, and hence, largely influences a customer’s perception about a brand, very effortlessly, seamlessly and so much more intuitively.

The world recognises 12 major types of archetypes as denoted by Carl Jung. Every successful brand is guided by its archetype to interact with its customers. Before we dig into archetypes furthermore, let’s understand why they are the first and foremost step in the process of building a brand.


Why are archetypes so important for branding?


Imagine you are watching a movie featuring different characters with different traits and behaviours. Some are soft-spoken and understanding, some are old and grumpy, some are jolly and childish, some are simple and naive, etc. Every character has a different personality and that is also reflected in their dressing sense, lifestyle, way of talking, etc. In the same manner, every brand has its own personality — and that gets reflected through its logotype, typography, colour palette, behaviours, communication pattern, website layout, product properties, etc.

When Brand Personality matches with the Customer Personality, a connection sparks and that is what successful brands or brands aspiring to be long term players are looking for. That connection is timeless, it only stays and flourishes!


12 Types of Brand Archetypes by Carl Jung


The 12 types of archetypes are: The Innocent, Creator, Ruler, Magician, Everyman, Hero, Outlaw, Explorer, Lover, Caregiver, Jester, and Sage.


Every archetype arouses a unique feeling and attracts different human beings with certain desires. Let’s take a basic tour of the various archetypes to understand them better. 


“The Ruler” archetype


Core Value: Leader, Top of the game

Example: Ritz Carlton

Human desire that matches: Control

Now let’s dig a little deeper in “The Ruler” archetype. This archetype is about showing control and asserting power. It is suited for luxurious and expensive brands. People feel powerful when they stay in Ritz Carlton, when they wear a Rolex timepiece, when they buy a Georgio Emporio T-shirt – which are some of the brands that fall under this archetype.


Most popularly used fonts for the Ruler archetype are Trajan and Garamond. Brands falling under this archetype associate themselves with famous personalities. They also show their control by showing the good work they are doing for the world through donations and large-scale social associations. The websites and social appearances are clean, minimalistic and effortless with white accents.


“The Caregiver” archetype


Core value: Caring, Nurturing

Example: Johnson & Johnson

Human desire that matches: Service

Let’s talk about “The Caregiver” – an archetype that is increasingly grabbing a lot of attention from Dubai and Arab brands as well as UAE target markets.

This archetype is all about showing that you care. Brands promising to deliver farm-fresh vegetables to nurture their customers, Dove promising to take gentle care of the skin, Nintendo promising a happy and pampered time are just a few examples of brands following the Caregiver archetype. The idea is to create a pure and safe world, with no adulteration and preservatives.


Dove is cruelty free and hence, makes the consumer feel guilt-free while using its products. Naturally grown products – be it perfumes, creams or vegetables are trending and if you are one such brand offering love, nourishment, nurturing, then you fall under Caregiver archetype. Soft green, peach, purple, blue and of course white are the colours associated with this brand personality. The suitable fonts are Manu and Omnes.


“The Everyman” archetype


Core Value: Supportive, friendly

Example – IKEA

Human desire that matches: Belonging

 Next, let’s talk about Everyman. Brands providing solutions to daily problems and making life easier for one and all, fall under this archetype. Whether it’s eBay which provides easy access to goods across the world or Levi’s which makes a pair of jeans for every gender, all sizes and income groups. These brands become a household name and people feel like they belong here. Classic examples of everyman brands invoking belongingness are Facebook and Instagram. Rather than opting for a celebrity endorsement, these brands hire common-looking artists to advertise for them. The fonts used are Motiva Sans and Myraid.

A common mistake that some brands do to save on budget is integrate a few characteristics of a certain archetype through the brand colours and communication as that is something which can be imitated or searched directly on the internet without brainstorming about the different aspects of their own unique brand. However, archetype is an overall persona of the brand, which suggests the brand’s perception about life and what kind of lifestyle it supports.

Let the perfect archetype guide you in humanising your brand and connecting with your target audiences with a vibe so good, it’s hard to go unnoticed! Like all successful brands do, it is advisable to consult professional branding experts who strategically pick the best archetype for you and holistically humanise your brand based on that, taking customer connection to an altogether new level!

We’d love to know what your brand archetype is in the comments below. If you are a new brand or an existing brand looking for picking the perfect archetype as part of your rebranding process, we’ve got you covered. From India and the Middle East to the US in the West, our brand consultancy is spread across different countries to assist all new and existing businesses with brand archetyping, brand identity and all things branding. If there is any question you might have, please feel free to contact us or mail us here – We’d love to hear from you!

Steps To a Beautiful Packaging – What We Do For You!


When it comes to your brand’s logo, you stop for nothing but the best. The logo can speak volumes to a customer checking out your product. So, if you thought it is something as easy as putting a word, designs and colors together, this article is going to show the amount of thought that goes into the creation of a logo so you realise why it is so important to get nothing but the best.

Speaking of best, we are going to throw light on what we do here, so you know how committed we are to your needs and you. The following article is a glimpse into the kind of work someone like us would be going through to ensure that you end up with an attractively packaged product.

Let’s assume that we have a package that you would like to redesign, let’s take a pack of Energizer batteries for now, come and take a look at how we redesign it.



The Prework


Drawing and all is fun, but obviously that’s not the first thing a logo designing agency does. So, what do we do? We come up with as many logo concepts as we can and then go through the entire process, mock up and all for a new logo. Sounds like fun? Then read on!

And then for something interesting, at least for an agency, we draw an image, and probably here it would be a kind of art that speaks of energy or speed. Was that what you guessed?

Are you ready for what comes next? Okay, we list out the words. What words? Well, anything comes to mind when we look at the image we just drew: electricity, passion, infinity, speed, energy, come on, you’re smart, you can give me more! Now, that’s quite some work, ain’t it?

Now, why are we doing this exercise? I’ll tell you. See, if you’re done with these words, put the sheet down before you as you brainstorm, and see the difference it makes to your results and the ideas that now come up in mind.


The Interesting Part


And with that begins the real part: the experimenting: icons, more images, simple and complicated patterns, a designer studio just keeps creating! So, what we are actually doing now is getting those words translated into visuals. Who ever said that art is all about visuals and a designer agency doesn’t play with words?

So, these words that came up by looking at the image drawn are now soon going to become the gateway to your awesome logo!

This brings the next big challenge to mind: choosing a typeface! See, when it comes to typeface, the idea is to keep experimenting. Try it out with different varieties, and don’t get tired till you have arrived at the one you think you are sure would be the best, the letters with the kinds of shapes that convey the elements in the best way.

And then, well, we sketch, still experimenting and seeing what more we can do and what different you can do all the while. We experiment with angles, movements, strokes, shapes,  in short, anything you can think of, till we come up with something new that seems just right. To be honest you will surprise yourself in the process, you will see.


We’re Not Done Yet


And finally, when we come up with the best sketch, well, we clean it up! We can never be done till we’re really done. You like colorful? The same mantra again, we experiment. We experiment till we are sure that we have just the shade for your logo! And just before you think you’re done, there’s more! We need to test your design on your package. You really failed to realize that?

Nothing is too much of a hard work here, we can never be excited enough when it comes to your logo, but explore till we find that one that finally clicks, and shouldn’t be changed in any way.


Did You Enjoy the Journey?


And all the while we do not forget to keep in mind what the primary piece of information is. What I’m trying to tell you is, we don’t miss out on all those relevant pieces of information to go through the entire designing process again. Like, since we are talking batteries here, maybe you should keep in mind the information regarding the voltage.

So, how long does this entire process take. This is a process that could take two weeks or so. The idea is to be thorough as you attack the whole problem. We are talking about packaging for a brand and this is no drawing class, right?

So, would you like to through all this all along? While the above information is interesting to know, if you want these steps taken in professional hands, Vowels‘ team have them right here for you.

Logo Designing in Dubai, UAE and Saudi Arabia – Decoded


Just like how we humans primarily trust a person based on their looks and appearances, a company primarily builds its trust through its logo. Whatever age group your customers fall in, the first and foremost method they use to identify your product is the logo. Long story short: Logo is the face of the company and it matters, it really does! If you are a brand owner looking for a new logo or wanting to replace your existing logo, you have landed at the right place. Before we dive any deeper, let’s recognise the unsaid importance of a logo (and a good one!).


The beauty of professionally crafted logos is that it brings out a specific connotation which is favourable for the brand. The final logo is just not a piece of art or well-placed aesthetics. It is a summation of the different stories related to the brand. It is the deep hidden meaning behind every good logo design that contributes to the success of brand aura and imagery. Every logo has its own unique vibe and personality. Every logo arouses a different emotion.

Let’s take a brief look at the lovely dual-toned logo of Dubai Tourism.


After launching this logo, Issam Kazim, CEO of the Dubai Corporation for Tourism and Commerce Marketing said, “The new logo features the word ‘Dubai’ written in both Arabic and Roman alphabets, representing the fact that the city is a fusion of cultures and nationalities – a result of the historic and present day approach of being outward looking and open to ideas from across the globe.

Arab companies – big or small, national or international are becoming highly focused on getting an appropriate brand logo which strikes a chord with its customers. With different types of logo designs available, every brand is exposed to different choices. To make a smart decision, let’s understand the 4 major types of logo design.


1. Word Mark


A logo made out of a word like Dell, FedEx, Coca Cola, Dubai-based make up brand Huda Beauty, etc. are all examples of Word Mark. This type looks supremely simple, outrightly clear and is a great alternative for companies with tight budgets. However simple it may seem to look at, there is a world of difference when an amateur makes a wordmark logo and when a professional creative agency makes it. That difference ultimately suggests the level of  branding you are opting for your brand.


2. Pictorial


Pictorial logo is about using the image of a certain object as the entire logo. Examples of this would be Apple, Lacoste, etc. The image could either suggest the name of the brand like in case of Apple or it could be an image of something else altogether like Lacoste’s logo is that of a crocodile. Fun fact: Lacoste’s logo came to life because its founder was nicknamed as “crocodile” while he was playing tennis.

As we discussed above, a logo is built keeping a story in mind; it could be depiction of the motive behind building the brand, or the thoughts of the person building the brand or something else which is more personal to the founder(s). We, at Vowels, encourage our clients to speak their hearts out while giving us brand briefs. Based on all the experiences, thought processes, motives and vision we have gathered from the client, our creative team masterfully creates a logo which is revolutionary in itself, and one which resonates with the values of the brand and of the founding members.


3. Abstract Imagery


This is everyone’s favourite logo type in Dubai and UAE. Unlike the other two types, abstract imagery is something someone has never done before, it is fresh and unprecedented. This is about creating a unique brand logo on the design desk right from scratch. Examples of this would be The Emirates, NBC, Pepsi, AirBNB, Windows, etc.


Based on personal preference, brands go either of these logotypes or use a combination of these types. Middle-Eastern e-commerce brand, Noon features a successful mix of wordmark and abstract imagery in its logo. It is clean, abstract and doesn’t fail to grab your attention online. 




You must have noticed Google has a new logo on every special occasion. If it’s Women’s Day, the logo will suggest so. On another day, if it is the birthday of a renowned personality, the logo will feature him/her. That is Logo Systems. Likewise, MTV is another classic example of Logo Systems. The basic logo framework remains the same but the surrounding elements change depending on the theme.


Logo Systems is a growing trend across various geographies including UAE. These are different graphics which adapt to different themes, events or causes which the brand wants to promote. Having said that, this type is majorly only appropriate for online companies or channels. Also, this alternative is naturally more expensive than others. 


What’s Your Pick?


Which logotype do you prefer for your brand? Which colour palette should you go for? How will your logo look on websites, apps, bills, pens and letterheads, etc.? Is it created with a futuristic approach and stay relevant or would it get outdated soon? All these parameters and more should be taken into consideration before creating that perfect logo which attracts your audiences and stands the test of time. With you having to handle your business, it is best to leave logo designing in the hands of creative agencies specialised in logo designing.

From India and the Middle East to the US in the West, our brand consultancy is spread across different countries to assist all new businesses looking for a brand new logo, a solid marketing strategy and impressive brand identity, as well as old ones looking for a holistic corporate rebranding. If there is any question you might have regarding logo designing/branding/rebranding, please feel free to contact us.

Guide to Understanding Gen Z, The Generation of Digital Native



If you are working out of a cafe, posting about every moment with too much detail, and think that the tear face emoji is so in, we have news for you. You are ancient on the Internet.

With the advent of Gen Z, the first generation of digital natives, traditional and digital marketers are in for a surprise. Unlike the millennials – who came of age during the Great Recession and have witnessed the post-liberalization period– Gen Z has inherited a stable economy, a crumbling socio-political environment and degrading ecosystem.


Born between 1995-2012, Gen Z is the most educated, ethnically diverse, and truly mobile generation that has outnumbered millennials and constitutes 32% of the global population. The oldest of this generation is ready to join the workforce and quality as potential customers for many luxury and utility brands alike.

What makes catering to this new generation so challenging is their innate ability to collect, cross-reference, and analyze data from multiple sources to make a sound choice. Unlike their predecessor, Gen Z is not idealists and dreamy; they are thrifty, woke, less emotional, more analytical, and most importantly, individualistic. So, the old tricks of marketing that dazzled boomers, persuaded millennials, might not work on them.

In this article, we will learn more about this up-and-coming generation? How are they different from the others? What motivates them and what ticks them off in life? How do they connect with the media and how can you tailor your brand to cater to their taste?


But First, Who Really Is Gen Z?


Similar to the 90’s kids who have witnessed the market change, technology evolve and culture shift, Gen Z is the product of their time, however, with one key difference – unlimited access to information. Gen Z has grown up in a fractured society filled with data breaching, an overload of information, fake news, #MeToo, #BalckLivesMatter, police brutality, and the changing climate.

Along with the cons, they have also inherited a world that is more fluid in its approach to gender, and identity. Although they witnessed the horrors of fake news and data breach, they understand the importance of privacy and demand transparency.

Being the first generation of social natives, they are vocal, connected, and unafraid of being political. They are the first generation that aggressively forced society to face the environmental crisis, created pressure, and pushed them to work for the better.

In terms of brands, Gen Z is not phased by famous logos, they gravitate towards products that align with their value systems. A brand purpose is a driving factor for decision making and values like sustainability, cruelty-free and ethical business practices are popular among them.


What Is Their Relationship With The Media?


Mobile Holds A Key To Their World


The last two decades have completely reshaped the digital landscape of UAE and KSA. The upcoming policies and Vision 2030 in the case of KSA aim to create a conducive environment for digital technologies and innovation.

According to Global Media Insight 2020, the Emiratis population spends an average of 2.57 hours on social media daily. Out of the total population of 9.83 million, 9.73 are active social media users. The three most popular platforms are Youtube with 8.65 million users, Facebook with 7.77 million users, and Instagram with 6.68 million users.

In regards to KSA, the number of internet users increased by 4.3 million between 2019-2020. Today, Saudi Arabia has the largest social media presence in the world with Saudi youth making up to 75% of the total UAE population. Although millennials take 44.3% share of the pie, Gen Z closely follows them with a solid 39.5%. (Source: Talkwalker)

This data sheds light on important points like the boom of mobile social media usage and 9.7 million users access social media through their mobile devices. Also, Gen Z is closely competing with millennials and marketers can no longer afford to ignore them.


A Close But Private Relationship With Social Media


It is no secret that Gen Z lives and breathes on the Internet. They spend an average of 3 hours scrolling through social media but that doesn’t mean that they share every movement and passing thought on the platform. One of the major powers this group holds is their uncanny ability to filter, compartmentalize and distance themselves from social media images.

For example Platforms like tik-tok are used to fun dances, art, bizarre food trends but also create a snappy 15-sec video of their opinion on social/ political issues. On the other hand, Facebook, though hardly used, is seen as more appropriate for sharing with larger networks of friends and family.

The most interesting of the lot is the trend of Finsta’s, or fake Instagram accounts, set up to share raw, unfiltered moments with a select group of friends with content.


Influencer’s Influence Is Big


The upcoming trend of influencers is not out of the blue, it is created out of necessity and borderline desire. Rather than following mainstream actors and popstars, Gen Z prefers more authentic and relatable role models that align with their set of values. When the values align, Gen Z develops a sense of affection, appreciation, and a strong relationship with influencers, which is more powerful than you may think.

To put in context, what cinema and Tv were to 90s kids, influencers are to Gen Z. These influencers help empower fans through beliefs, self-expression and give them a purpose to care about, but also influence their purchasing decisions. Hence, even luxury brands like Dior and Marc & Jacobs are collaborating with YouTubers and Instagram celebrities to persuade the ever-elusive Gen Z.


Omnichannel Experience Is The Way To Go


Although Gen Z relies on the Internet for everything, it is important to understand that there is a method to their madness.


  • They follow influencers for empowerment and inspiration.

  • Instagram, youtube, and tik-tok are great platforms to discover brands and products that are up their alley.

  • Their purchasing decisions heavily rely on feedback, word-of-mouth from a trusted source, and recommendations from friends and family.


Compared to other generations, they might be less likely to shop in physical stores but that doesn’t mean you underestimate the power of motor and brick stores. One of the key traits of Gen Z’s personality is thriftiness, they are careful with their money and are likely to cross-reference the product on different sources. They appreciate the good experience, so consistency in both online and offline channels is the way to go.


Digital Platform They Heart


Social media has become a lifeline for Gen Z and Millennials alike. Especially in these times when you are stuck at home, quarantining and social distancing to connect, distract, and comfort. While several platforms are popular among the sub-groups of Gen Z including clubhouse, Spotify, Twitch, and Tumblr. There are 4 platforms almost everyone loves.

Youtube is their platform of choice for either knowledge or entertainment. Since the influencer trend is big with this generation, the youtube format helps them gain deeper insight into their idol’s life and connect with them.

Instagram operates as a platform catching up with pop culture, daily updates on friends, and all things lifestyle. Unlike the millennials who are big on oversharing, Gen Z uses this platform to find something new and interesting.

Snapchat: In 2020, Snapchat, in partnership with Kantar, shared that it reaches some 90% of 13-24 year-olds, essentially gen z, across the US, more than Facebook, Instagram and Messenger combined. Gen Z uses Snapchat to connect with friends, fun filters, immersive content, nuggets of content, and transparency between users and the platform.

Tik Tok: Tik-Tok, is immensely popular among the gen z. They can solely be credited for the platform’s initial success. Long gone are the days we used to ridicule tik-tok dances and skits. Today they are all the rage, and in the lockdown, even the celebrities joined in.


Tips To Connect With Gen Z Better:


  1. Talk about your brand values and purpose, not just your product and brand. Gen Z wishes to invest and promote brands with meaningful stories or missions.

  3. Representation and diversity are important to them in a brand but stray away from the trap of tokenism. They are digital natives; they know a facade when they see one.

  5. One of the best strategies in this complex, and polarised is to be positive. Gen Z might not have faced recession but they are the generation grappling with unemployment, climate change, and mental health crisis. Acknowledge the challenges but focus on celebrating as a community.

  7. Be real. The younger generation is okay with imperfection and even relates better to brands that have the strength to be vulnerable. Growing up in a hyper-commercialized world brimming with ads and branded content, they appreciate originality, realness, and especially – individualism.




To be honest, most companies aspire to cater to the younger generation but aren’t ready to market to do so. The generation divide is huge and ‘winging as you go’ won’t work in this case. So, it’s time you get in touch with people who actually understand them and help you guide the way to the future.

Vowels Branding Agency with its team of expert strategists and designers, will help you with customer persona to help you target and strategize better. Along with that, the agency can help you create unique and original visual and verbal brand identity to stand out among the competition.

Some of our other services are logo design, and a complete brand makeover. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.


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Find Your Brand Voice- Choose a Style!



Ever felt like your brand could do with some attitude? Well, then that’s a good start, and this article is written to address you. Building a brand personality all starts by asking the big question: what you would like to represent to your audience.

While the visual identity is very important, you also need to be aware of the tone and voice in which you address your consumers. How would you like to deliver your message to them? Would you like to humour them? Or impress them? Would you like to motivate them? Or inspire them towards the greater things of life? Or would you just like to sound very businesslike and sophisticated as you describe what you have to offer to them? Well, we shall have a look at each of these by taking a look at some of the best brands that have implemented these tones here:

Table of Content



Ever Appealing, Like Lego


If you were once a child, you will probably remember one of those brands that went a long way in encouraging motor coordination and creativity. Created in 1932, today even after almost nine decades, this is a brand that touches a number of cultures, thus connecting to people, with themes that can vary greatly. Overall the brand communicates in a youthful, fun loving way.


Command Sophistication and Class Like Alfa Romeo and Mercedes


Style and sophistication are their characteristics of communication so needed to impress someone buying a car. The images used here are what set this brand of cars apart.

Now, another automobile company you have is the famous Mercedes Benz. Now, how could we exclude that? Prestige, success are status and this is what you need to join our club is the message communicated here. Refined and authority, the message is all about success here. Now, you may like this or you may not, if it’s more of the latter, then let’s move on to the next one.


Or Be Sweet and Innocent Like a Dove


Here is a style that is more innocent, we give you the favourite of girls and women: Dove. The very name states us this, right? The tone is one of appreciation of beauty that can be found in all women. Now, where can you find a tone and a brand that can get more humane than this? Optimism and honesty are the tones used here, which we all know is normally so hard to find in a feminine product.


But If You Have To, Inspire Like Nike


The famous brand of shoes can’t be left out of the list of big brand personalities, can it? So, there you go. Inspiration is the key word here with its very tagline Just do it. The brand highlights a winning mentality. Nike, in fact, more like an athlete’s second coach, motivating every athlete on the way.


Get the Young to Laugh Like Lynx


Humour and jokes are good as long as your jokes connect to the audience and not simply make them laugh and then forget about you the next minute. So, as a joker, you first understand the people you are going to humour and what their needs are.

Now, while they are humorous, they are also serious about the message they want to communicate, they know who their audiences are. This is a brand that acts as a big brother to teens going into adulthood, giving them a message of confidence.


Touch Hearts Like Toms


And if you are a brand with a purpose behind it, you know the one who is not there to just sell but plays a role in helping humanity, an example you could use in communicating your message is Toms. The communication style here is warm, supportive and reassuring with an aim to bring all people together, from their customers to humanity and large, giving everyone hearing about them that feel good which is so encouraging for the promotion of charity and brotherhood. Warm, caring and helpful are the keys here.


Celebrate Like Coca Cola


Thirsty already? Now, this is one brand that celebrates happiness, linking itself to all the happy occasions of life. Recall the ads you have been watching from your childhood days. Vacations, outings, friends are probably some of the central themes that could come to mind, right? The message communicated is forget everything, have Coke and be happy.


Or Get Serious Like IKEA


Opposite to that is IKEA, no nonsense in tone, they mean business, as they talk about providing solutions to people with specific needs and requirements. While the language is simple, let’s not judge them as downright boring, there is a bit of humour here and there. So, while it is serious, it is also light hearted with a tagline that focuses on the brighter side of life.


Finally, Play It Down Like Apple


Another example of a brand that is minimalistic is Apple. A simple language and a quiet tone, they have managed to communicate their message of innovation and creativity to the world. Now, that’s an achievement, isn’t it?


Final Words


Developing a brand voice is not as easy as it looks to be. There are several factors to consider in order to arrive at that brand voice that goes best with what you have to offer as a brand. That being said, we at Vowels are here to walk with you and help you come up with just the right voice that is perfect for your brand. Here, we show you how to think out of the box, to come out as a brand that is unique with a tone and voice and style of your own.

Vowels, The Branding Agency, give you all the inputs you need to decide on the style of your brand and what you want to communicate, or you could get a whole new tone created for you if you want to.

We are available for you in different parts of the world. So, if you are located in UAE, Qatar, Kuwait Oman or Bahrain, reach out to us for all your brand needs and we will make your brand needs ours too. Apart from this, we also have our centres in India and the US.

From packaging design to corporate rebranding, our services are varied. We also help you build your brand identity and your brand as a whole with the right brand strategy. So, if you think your brand needs help in areas like these, remember that we are just an email away.

Also read – Logo Design: Its Place In Brand Strategy

Logo Design: Its Place In Brand Strategy


In a world of brand strategy and brand marketing techniques, let’s not forget that a good logo still has a place in determining the look of your business, and is in fact, one of the important parts of brand strategy. We shall thus, in this write-up provide a little more focus on this part of brand strategy.


As we would already be aware, a good logo design is far from being a beautiful representation of a symbol or monogram of company. A logo, on the other hand, is one of the most important parts of visual design as it takes the big role in conveying the message of your business.

So, creating a logo is not just about coming up with a mix of many ideas that have resulted from all the research that I, as a designer have created in my excitement. A good logo, in fact, is one with more of quality, and not quantity.


Place of Logo Design in Your Brand Identity


In fact, brand identity today, to put it in easily understandable terms, can be looked at from the scene of a man trying to propose to a woman.

  • Marketing Strategy

    He walks up to her, invites her for dinner, during which he puts forward his best foot to win her over. The same way a brand does it’s best to highlight its best features to its clients.

  • Internet Marketing

    He could call her up and during the conversation keep sounding like the nice guy, all the while trying to impress her. For a brand, this is internet marketing. That takes the form of social media posts, Instagram and so on.

  • Public Relations

    Sometimes a man could get friends to help. He tells them to build his identity before her by saying good things about him. For a brand, this is public relations, where the best talent is hired to spread the word.

  • Advertising

    And then there are some men who never miss a chance to tell the girl how lucky she will be to have him. For a brand, this is advertising, like brands that pay TV shows to come in between their breaks and present themselves to viewers of soaps and reality programs.


And finally, the woman feels she likes him. In the same way, a brand succeeds when the client is convinced. Now this is what branding, that all the above steps have led to. In other words, branding is nothing but this gut feeling that a customer has about a company he hears about.

But of course, we are all aware of the importance of this today. What’s important to note is that in the sea of new concepts and ideas and strategies, let’s not forget that visual design still has a role to play,  though functioning as a very small concept in this overall process called branding.

Perhaps visual designing can be compared to those men, who while all along putting in their best, also take the same care to look their best, because they don’t want this to be a factor to lose the woman they are trying to win. So, you see, visual design still has a place of its own in this vast world of branding, though it can’t be considered an end in itself

This could include various things like the graphics on the brand website, and the consumer experience and staff behaviour in a brick and mortar store, and then, most importantly, the logo design: the emblem that provides a visual or a graphic design that defines a company.


Why Are We Telling You This?


Because, with us, you are not going to have a design simply created for you. Because, here we understand the fact a good brand strategist is one who thinks more, and more importantly, discusses more, taking down points as you express what you have in mind and in the process,  and then, finally comes up with an end product on the lines of the conversation that you had.

Because here, we do not forget that it is going to be your logo, and do all we can in making you a part of the whole process of creating. Here, we believe that the objective reality presented should always be in line with the subjective expectation of our clients.

And we now hope that this gives you a clear picture of what could be your expectation when you look for a design from our brand consultancy.

From India and the Middle East to the US in the West, our brand consultancy is spread over various countries to assist all new businesses looking for a marketing strategy and brand identity, as well as old ones looking for a corporate rebranding. If you have any question, please do not hesitate to contact us.

What Is Brand Architecture & How Important Is It For Your Business?


The current marketing scenario is buzzing with brands and their branding activities. From businesses, NGOs, and governments to religious bodies, leaders, and their political parties – everyone has become brands that are performing to better position themselves in different areas of society.

As organizations grow, they aspire to appeal to different audiences through different product, and services, these commodities are either introduced or acquired through company acquisitions. While branching out is profitable for business, it adds an extra layer of complexity to your brand identity that perplexes your customer, making your brand seem ‘complicated’.

Although it is difficult to gaze at the confusion from the inside, it is sure to impact your brand equity in the long run. So, how do we manage the perception and gain better control over the brand? That’s where brand architecture comes in order.

An intuitive and intelligently designed brand framework can assist you to pair your products with the right target audiences, define your relationship with each sub-brand, help you with cross-promotion and gain control over the audience’s perception of your brand.

In this article, we will discuss in detail brand architecture, its importance, and its benefits in solidifying a brand architecture. Finally, we will discuss how Vowels, a neutral third-party can bring a ton of value to your brand consolidation.

So, What Is Brand Architecture & Why Should I Care About It?


Brand architecture is an organized structure of brands in a company. It is a guide that helps define the relationship of a parent company with its various sub-brands, and subsidiaries. In a nutshell, brand architecture is a road map for defining brand identities, product development, and visual identity.

There is a general misconception that brand architecture is valid for large organizations but it couldn’t be further from the truth. Small companies and startups can witness considerable improvements in the performance of the products/services they are offering.

Here are some of the other major benefits brand architecture provides:

  1. Defined Set Of Audience & Their Needs
  2. Solid Brand Messaging & Positioning
  3. Reduces Marketing Costs
  4. Boost Confidence Among Stakeholders
  5. Protect Brand Equity



1. Defined Set Of Audience & Their Needs


Brand architecture helps segment your audience according to their needs. In this way, a specific brand can tailor it’s messaging and give the customer exactly what they are looking for.

2. Solid Brand Messaging & Positioning


Nothing hurts a brand more than a muddled brand positioning. With brand architecture, you can gain greater clarity in your position in the market and the messaging to dial up the sales.

3. Reduces Marketing Costs


When the structure is intelligently and intuitively designed, you increase your chances of effective cross-promotion and save a lot of marketing budget and effort.

4. Boost Confidence Among Stakeholders


A great brand architecture helps the brands capture the attention of their specific marketplace, promoting sales and brand awareness. This structure of growth and innovation boosts the confidence of existing stakeholders and attracts potential investors.

5. Protect Brand Equity


Brand architecture helps a company define its breadth and depth. Not only does it provide clarity around the products and services you are offering, but it also helps you gaze at the perception of the consumers about it. This information is enough to influence customers’ behaviour and maximize the transfer of brand equity between the parent and its sub-brands.

What Are The Types Of Brand Architecture That Exists?


There are three main types of brand architecture:

  1. House of Brands
  2. Endorsed Brands
  3. Branded House



1. House of Brands



House of brands is a slightly more flexible brand architecture strategy where the parent brand owns and manages various sub-brands, each of which has a unique brand identity.

Under this architecture, the sub-brands are not linked through visual and verbal identity rather they address distinct market segmentation needs, with individual marketing and communication strategies.

2. Endorsed Brands



In this architecture, unique and distinct sub-brands are linked together by an endorsing parent brand. To put it simply, a parent brand is an umbrella that hosts a variety of sub-brands with its own brand identity.

The best example to understand this structure is the Marvel Universe. They host a variety of series and movies like Captain America, Iron Man, and Spider-Man but they got more traction because they were associated with the Marvel Universe.

3. Branded House



Branded house is the common type of brand extension where the parent company is closely associated with its sub-brands. The fundamental aim of the branded house is to gain maximum visibility for the master brand. To gain maximum use out of its subsidiaries, the parent brand aligns itself with them through logo, packaging, and brand communication.

How Can You Create Your Own Brand Architecture?


  1. Research
  2. Clarity
  3. Strategy
  4. Plan A Timeline



1. Research


The single most important tool in creating a sound brand architecture strategy is to do your research. It is important to know your customers, their associations, and brand loyalties.

The research data will help you determine which brand architecture type will best support your business strategy. The qualitative and quantitative research analysis will give you an insight into your strengths and weaknesses along with your competition.

2. Clarity


Be clear about your organizational structure, business vision, and ambition. A brand architecture will demonstrate how your parent brand and their sub-brands communicate and support each other. Therefore, before determining whether a strategy will benefit or harm your corporate identity, have a clear idea of the brand’s perceived value in the eyes of customers and investors.

3. Strategy


How closely do you want to associate your sub-brands with your parent brand? To what extent should the associated brands cross-promote each other? Should they even interact or remain independent?

These are some of the questions, a company answers while determining its ideal brand architecture type. In the strategy phase, a company assesses the value of the relationship between the parent and its subsidiaries. It determines if the relationship can provide additional brand equity to support the main business. Since the portfolio brand architecture is the most expensive investment, the company also determines the most cost-efficient structure to tackle it.

4. Plan A Timeline


Once you have narrowed down your ideal brand architecture type crafted to your needs, it’s time to plan and introduce your timeline. If you are planning to implement the master brand structure then you decide on the homogeneous visual identity to pull everything together. If your ideal structure is having distinct sub-brands then you need to craft a unique identity system to support that architecture.



While creating a successful architecture, it is important to understand that it doesn’t just happen. It requires careful thought, meticulous planning, and most importantly a neutral third-party perspective. Brand architecture when gone wrong risks brand dilution, or at the least, not optimizing the brand assets to their maximum potential.

If you are confused and looking for experts to assist you in creating your unique brand architecture, Vowels is here at your service.

What Do Winning Brands Have In Common?


Have you ever walked into a store exploding with products but somehow unable to create an impact? Yes, then this article is for you! We live in a world of the brand explosion, where the aisle of supermarkets is increasingly flooded with more and more products every day, rendering an overwhelming pressure on the customer at times leasing to choice paralysis. But why are some products revered and others do not make it to the cart? The reason is lack of differentiation or USP, the mentality to create carbon copies of a successful product without understanding what made that particular brand so special.

To put it simply, we live in a market filled with two types of brands: ones that are loved and others that are overlooked. While the failed brands become an excellent case study in what not to do, the winners become franchises and amass huge wealth, at times towering up to billions of dollars. Even though there is no recipe for success, the winning brands do have a checklist, a blueprint to achieve their goals and attain extraordinary heights, they so dream to possess.

In this article, we will explore what makes a winning brand different from the rest. What is the ‘magic’ hidden behind the name that strikes the emotional chord with the customers? Let’s get started!

  1. Promises and Making Them Come True
  2. Values and Abiding By Them
  3. Strong Identity and Self-Expression
  4. Understanding That ‘Change’ Is The Only Constant
  5. Decoding The Emotions



Promises and Making Them Come True


Why do you buy a product? It’s because it gives you a compelling reason to do it. The reason is linked to the benefits a customer is sure to receive, hence making a promise that will always be honoured, elevating the entire transaction, transforming it into a brand promise. For example, Head & Shoulder promises to remove dandruff or Maggi noodles offers a quick and tasty fix in a matter of 2 minutes.

If the benefits and promises are unique and resonate with the customers then a brand witnessed a growth in sales. Now, these promised qualities and benefits can be both subjective and objective.

The objective quality refers to technical superiority, like mileage of a car or quality of ingredients, with statements like ‘imported from Madagascar’.

The subjective quality is rather abstract and refers to the perception of a product in the customer’s mind. For example, Swiss watches are perceived to be of superior quality when in reality Japanese watches could be far superior in terms of technology and functionality. So, whatever, your product might be, we suggest you think over your brand promise and honour it.

Values and Abiding By Them


In our daily life, we perform numerous rituals on auto-pilot such as brushing, bathing, drinking the morning tea, or as mundane as polishing shoes. Consumer behaviour is driven by societal norms and cultural values, however, the influence of these values are rarely felt and often taken for granted.

For instance, in a religious country like India where bathing became associated with purity; so something as common as personal hygiene became a ritual resulting in the growth of bath-related products and accessories. After years of consuming and advertising, marketers have realized that consumers prefer brands that do not violate the social, cultural, ethical, or moral code. They prefer brands that add value to their routine and their life, at large.

For example, a watch is associated with status, it adds an essence of luxury to people’s life. For the same reason, Sonata offers watches in silver and gold tones.

One of the brands that have gained a bad reputation due to its different set of values is Valentine’s Day. A day that is dedicated to celebrating love across the world, has attracted violent protests in some parts of the country as being against the Indian culture.

Strong Identity and Self-Expression


All of us at some point in time have been part of the Android vs Apple debate. Why do we get into such discussions? The reason is simple, aside from benefits and cultural values, people buy brands not only for their functionality but also for their ability to express a part of the consumer’s personality. A brand speaks a lot of speaking on behalf of their customers. This statement is especially true for people that are brand conscious and actively segregate themselves in small communities.

Bikers riding Harley Davidson feel connected to the brand as it represents an adventurous and nomadic lifestyle. Woodland shoes stand for endurance and adventure. Similarly, Armani characterizes its consumer as ‘ sophisticated, classy and suave’.

If you want your brand to shine, highlight the brand’s personality and what it stands for.

Understanding That ‘Change’ Is The Only Constant


Winning brands are those who rely on logic as much as their perception in the market. One of the earliest instances is when Cadbury was first introduced in the Indian market, it was perceived as an indulgent treat for kids but they refused to be limited by their perception. They embraced the change and expanded their sales by positioning themselves as a special treat for adults and later became synonyms with ‘celebration’ and an alternative to the traditional mithai.

One of the core strengths of a successful brand is its availability to reprogram and change with the times. While some moved from print to digital, some narrowed their area of expertise and focused their strategies on a certain region or target audience. Moov is a classic example of repositioning, instead of tackling the entire spectrum of ‘body pain’, it focussed on ‘backache and muscular pain’.

Decoding The Emotions


Everyone in the world thinks their emotions are unique when they can never be further from the truth. Emotions are universal, we love, hate, like, dislike, get angry, cry when we are sad, and laugh when we are happy. In marketing, brands that go beyond the superficial performance and connect with the audience on an emotional level perform better. Competitors of Nescafe can duplicate the product and packaging but they can’t replicate the feeling of motivation that it inspires. This is how Nescafe became more than a product, it became a ritual.

Some of the other brands that have decoded the emotions are Cadbury, Kama Sutra, and American Express. Cadbury’s Valentine’s day campaign ‘Share the love’ envelopes the feeling of love and how you can make them happy. American Express evokes the feeling of luxury and makes their customers feel exclusive and privileged. Kama Sutra on the other hand is built on the emotion of joy and ecstasy that comes with lovemaking.



The brand is everywhere, and over years some have seamlessly become a part of our lives but that doesn’t mean the process of creating a brand is easy. A brand is a vision that takes birth as an idea, germinates, grows slowly, and later manifests into something magical. If you are in search of those visionaries that have the potential to set your brand apart, look no further, Vowels, branding agency is here at your service.

LinkedIn, the new Instagram



While we are blessed with numerous digital platforms to showcase our brand‘s potential, we often fail to identify the right one, and right strategies required to make the most out of it. It is crucial that brands understand the value that these platforms hold and create strategies to engage with each of them in a value based barter.


In this new digital age, every brand is struggling with creating an impactful digital image on various social channels. With new algorithms snatching your organic reach, it also lands one in a worrying situation, leaving them juggle between platforms. LinkedIn, on the other hand has proved to be one of the best platforms to establish consumer relationships like never before. It helps brands engage directly with their consumers, create brand awareness, and It also helps brands and businesses to develop professional relationships globally.

Here are a few reasons to deepen our understanding of the value that LinkedIn as a “Marketing platform” holds.


  1. B2B clients
  2. Organic reach
  3. The unique algorithm
  4. Targeted advertising
  5. Content strategy


1. B2B clients


LinkedIn‘s social content is distinct in the type of communication that follows. If you are a business that serves other businesses, LinkedIn is the place to be. As each business there, is seeking to not only market their products, but also collaborate and seek partners to create an exceptional customer experience. Marketing with appropriate and niche content reaps businesses well when your customers are able to associate with the content and value proposition you put out.

It allows you to design a communication strategy in the platform itself, reducing the different stages of customer journey in making a sale. Your communication strategy also brings in room for effective visual design which facilitates a hassle free communication between brands and businesses.

2. Organic reach


While the creators are focused on saturated social platforms like Instagram and Facebook. The data presents that organic reach in these platforms are well below one percent. Having a downward curve since there’s an overabundance on content’s supply.

Organic reach on LinkedIn though is at an all-time high, since there is a huge gap between the creators and user awareness. We all know the feeling when an exceptional content and design doesn’t realize the potential it holds for your business. With LinkedIn’s high organic reach and an abundant motivated audience, you can use your page’s content to drive traffic in your brand’s other social handles and website.

It provides your brand with a perfect opportunity to create content which stimulates interaction, the interaction in turn generates value for both, the consumer and the brand. Creating visuals which align with the values of your audiences will help you target niche consumer groups and will let you attract relevant audiences in order to make a sale.

3. The unique algorithm


Unlike any other platform. Shareability and awareness in LinkedIn is uniquely designed to increase meaningful relationships.

Explaining with an example. Say when you like a page’s post from your LinkedIn account. That page gets an added potential of reaching out to your network. The LinkedIn RSS feed of your network will show you that post since you hit a like or made a comment and that increases the potential of the value providing content. When aimed at generating engagement and comments, it is very helpful to reach an exponential growth and make further more relationships in a shared sense of community.

Hence, the more likes, comments you get, the more it spreads among the followers and connections of the engaging audience.

While the uniqueness of LinkedIn’s algorithm lets you engage with varied audiences, it is important that the content that goes out there is visually accessible. For example, if you are targeting to get more corporate clients, share your brand catalog pdf. Make information easily accessible. It will help you engage with the right audiences.

4. Targeted advertising


Whilst most digital platforms are diving into creating exceptional brand experiences by uniquely tailoring advertising for brands.

LinkedIn’s target advertising differs from any other social platform, as it not only lets you target audiences based on their interests but also lets you segregate audiences professionally.

With easy targeting tools it gets easier to know your audience better and then one can tailor content according to their target groups.

For example, if your product targets executives, create content related to leadership roles, communicate through unique designs, which encourages interaction and guides to your website or other social channels.

5. Content strategy


Like they say, if you are not already using LinkedIn to market your products and services, then you are already a step behind.

LinkedIn has proved to be one of the best places to find high quality content according to the top tier marketers.

While we have discussed about all the value that LinkedIn marketing holds and how it is crucial for your brand to be out there and make an impactful presence, It is now important to understand how your content strategy has to be aligned with your brand strategy, what kind of visual design will lead to impactful results, How the content can be designed in a way that it derives ultimate value from your social channels, etc.,

Once the brand is out there, your communication strategies play a very crucial role in stating your brand values and make your brand or business stand out from the crowd. While LinkedIn also lets you understand your competitors better, it is an unique opportunity for the brand to create relevant content and derive maximum value out of it .

For example, Recently Bank of America started creating short video clips, not just related to banking, but more generalistic content like talking about their stance on a particular social issue.

With usage of simple visuals and relevant yet trendy topics, you can engage with your followers on a much deeper level, and maintain meaningful relationships with your audiences.

Infographics are also one great way to communicate about your brand on LinkedIn, For example, you have a Christmas sale coming up and you want to attract audiences for corporate orders, creating visually appealing graphics which are easy to read and ensure effective communication is a great way to communicate with potential audiences. These infographics can also be converted into targeted ads.

In conclusion


Now when we know the significance that LinkedIn holds for your brand. It’s time to work in action towards creating an impactful brand image on LinkedIn by creating unique content which helps you cater your targeted audience better.

Focus on creating visuals which speak to your audiences, share your brand catalogs to provide information about the brand, engage in trendy content to generate better traction.

If you are looking to start your Journey on LinkedIn, and want to create an impactful brand image, by rebranding and effective brand design, you have come to the right place, Vowels can help you craft just the right brand image.

We specialise in brand catalog design, style guides and everything that your brand needs to create a meaningful presence out there.

Contact Us


Check out our work at Vowels

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Essential Guide to Creating a Strong Branding Strategy



“People don’t buy goods and services. They buy relations, stories and magic.” – Dan Wieden 

The year 2020 will be marked as the time which transformed the way businesses operate. With the ongoing pandemic and more time on our hands, we have been introduced to more new businesses, traditional products and services moving online, and employees working remotely or in a hybrid setting for over a year.


With the world changing so much around us, brands have come to the difficult realization that they can’t really succeed without a sound brand strategy. Or perhaps worse, they have a strategy in place, but it is ineffective in generating traffic, leads, or revenue. In short, it’s not persuasive.

If you are brand and can relate to the above-mentioned situation, do not panic! Crafting a sound branding strategy is not an overnight job; it takes time, planning, commitment, and a lot of introspection.

In this article, we will take a step back and get back to the basics. As more detailed you are in your branding strategy, the easier it will be to execute on a larger scale and meet your business goals.

So, What Is A Branding Strategy?


According to Danish author and brand strategist Martin Roll, branding strategy is the ‘big picture’ plans and tactics deployed by an organisation/brand owner to create long-term brand equity and competitive advantages from branding.

Long story short, your brand is more than your product, logo, name, or website. A well-defined branding strategy goes beyond the superficial facade of marketing and encompasses all aspects of business especially connected to consumer needs, emotions, and competition

Consider it as a blueprint that will help you understand and communicate your audience and stakeholders efficiently.

And, Why Is It So Important To Have One?


Truly effective and well-crafted branding strategies try to understand their audience; what do they like, what excites and motivates them, or what ticks them off. Well, that being said, what are some of the other values brand strategies provide to the brand.

  1. Thanks to globalization, the market is overflowing, and competition is fierce. A great brand strategy sets you apart from the competition.
  2. Today, we have numerous counterparts of the same product. An effective brand strategy helps position the brand better, hence, saving the product from being labeled as a commodity.
  3. Your brand is much more than the product you sell — it’s the intangible stuff like care and nostalgia that creates loyalty. But it’s that hard-to-pin-down. A brand strategy helps create an emotional connection with the customer and foster loyalty in their hearts and minds.
  4. As the definition suggests, the brand strategy shows you the big picture. It allows you space and flexibility to grow and expand your range of products.
  5. No matter how much marketers plan and position, buying decisions occur in split seconds. The brand strategy considers minute details to create a well drawn-out process based on a verbal and visual identity that increases your chance of a conversion.


How To Create A Perfect Brand Strategy For Yourself?


Define Your Brand & Its Purpose


Like every person, every brand has a purpose. It’s the reason they exist in the world. While understanding your business, it is necessary to know the specific purpose of your brand, the problem it solves, and the value it imparts.

A defined purpose helps marketers to position better and differentiate between you and your competitors.

Here are some of the question every brand owner should ask itself:

  1. Imagine, if my brand was a person, what would its personality be like?
  2. What values will it cherish and the issues it would stand for?
  3. What problem does my brand solve in the marketplace?
  4. Is there someone else who does it better?
  5. What do I make my target customer feel? What emotion do I want to be associated with?


Lead With A Brand Story


When Ian Rowden said, “the best brands are built on great stories.” He was 100% right. A brand story is more than your product or service description, website content, or the presentation you used to dazzle your investors.

A brand story is a cohesive narrative, encompassing facts and feelings that you aspire to convey to the customers. It is one of the key elements that elevate your product from a commodity to the status of a brand.

While leading by a story seems easy, combining a story strategically is much more complex and nuanced. It is about thinking beyond the superficial functionality of products and services and striving to create something that people care about. However, it is only through a brand story you can foster loyalty and forge meaningful bonds with your customers.

Understand The Subtext. Communicate Better


Humans are complex creatures. What they say and what they mean are oftentimes two different things. That’s why it is all the more important to pay attention and understand the sub-text. Listening to the said and unsaid words, actions, behaviours, and silences will give you more insight into your customer’s mind than any market research data or survey could ever do.

Margo Aaron best describes the situation in her article, The Best Marketers Read Mind (2017)

What They Say:I try to cook 3x a week. I just don’t have time.

What Untrained Ear Hears:They’re busy. They really want to be healthier. We need to emphasize convenience and low-cal in our marketing!

What Trained Ears Hear:They want to cook because they think they should, but honestly, they don’t give AF. It’s not a priority for them. They just feel guilty about how much they order take out. They’d be happier if they allowed themselves to not feel like shit about how much they order out.

The difference in insight between ‘being healthier’ and ‘reducing guilt’ is the billion-dollar industry.

Create Your Unique Visual Identity


Let’s face it, no matter how great your product and messaging are, visuals will always reign over text and is usually the most effective way to capture your audience’s attention and build brand recognition.

Contrary to popular opinion visual identity is more than colour and design, it is the reflection of a company.

So, when you’re building your brand, and getting into nuances like the brand story, brand purpose, brand personality, and brand promise, strategically tailoring the visual components to build cohesive brand identity is the way to go.

Things to remember while creating a visual brand identity:

  1. A logo is crucial and likely to be stamped on everything. Get it right.
  2. Create a colour palette that reflects your personality and be consistent with it.
  3. Font speaks volumes about your business. It has the power to create a perception of your brand.
  4. Creating perfect individual elements is great, but making them work together flawlessly is the real test. Always test your concepts and optimize as much as you can.
  5. Lastly, present your visual elements as a unified front. They have the potential to resonate with the audience and impart a favourable impression of your brand.


Be Flexible In Your Approach


While consistency is required to create a default standard for your brand, flexibility caters to the changing interests and trends of the marketing world to remain a step ahead of the competition.

So, if you are an established business with a set branding strategy, it is time you re-evaluate and change tactics. Take this opportunity and connect with a branding agency like Vowels to engage with your audience in a fresh and meaningful way.

Make Bold Moves. Take Hard Decisions


Creating a brand strategy means envisioning future scenarios and placing your bets on those dreams. And a good brand strategy requires you to step out of your comfort zone and make difficult choices.

It also means pushing your consumers, internals, and external stakeholders against their instincts to trust your conviction and take the leap of faith forward into the future.

Taking bold actions is a double-edged sword, and a well-thought-out strategy gives you the authority and confidence to take the risk.




Brand strategy is similar to self-discovery. You introspect to understand yourself and find your core values. If the journey seems difficult, consult the professionals who challenge you and assists you to delve deeper and take the best approach.

If the thought resonates with you, it’s time we get in touch. We are Vowels, a professional branding agency that assists businesses branding and  rebranding projects. Whether it is a logo design, a website design, tailored messaging, or a complete brand makeover, Vowels will make your vision come true. We specialize in brand consultancy, strategy, brand guidelines, CI manual, brand presentation, and corporate branding.

Extended across multiple countries like the USA, India, Saudi Arabia, UAE, Qatar, Kuwait, Oman, and Bahrain, we believe in providing exclusive solutions to all your brand problems.

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Basics of Branding in GCC, KSA and The Emirates



The big question which sounds easy to answer but is the ultimate solution to your brand’s success is The Brand itself. So, what’s a brand?

A brand is a sum of notions and feelings. This is what a brand is:

  • How a person feels about a brand?
  • What’s his gut feeling about a brand?
  • What are his initial no-filtered thoughts when a brand name is spoken?


In every head and heart, your brand is perceived differently. Through everything the brand shows to its audiences, all the different ways it connects with them — they subconsciously form a sum of it all, thereby creating a perception about the brand.

Breaking it down, this brand perception gets developed on the basis of three major factors:

  • Visual aesthetic,
  • Tone of communication, and
  • Market positionin


Another marketing tool that has become a rage across the world is Rebranding.

It refers to strategically tweaking the look and feel of customer’s touch points. It is done with an objective to reset and refresh the customer’s notion about a specific brand. Smart companies and fast-paced brands of today are trusting the creative intellect of professional agencies to give their brand a makeover in a new direction, through a new personality. Changing the way of interacting with the audiences alters the perception about the brand and it ultimately forms the basis of purchasing decisions. Brands in Dubai, KSA area are increasingly shifting towards using Brand Guidelines to reset their brand tone (communication, packaging, look and feel of products, refining social presence, etc.) to maximise customer attention.

Any branding or rebranding strategising is preceded by a ‘brand audit’ – an in-depth understanding of the brand, its goals its customers, their expectations from the brand, the competitors and more. While branding and rebranding are an extensive process involving creative changes at various levels of the brand communication, the first point that needs to be in sync with the overall brand strategy and audiences is the logo – the Face of the Company and the next most important element is packaging – the messenger of the company. Take The Emirate for example. Its logo personifies the brand so beautifully. The seven lines rise up tall indicating movement, positivity and dynamism. The logo is a tribute to the seven great leaders who founded the Emirates.


Creating That Perfect Logo

Talking about the logo, here are the things that must be taken care of while getting it crafted for your brand:

  • Is it apt for the product you are selling?
  • Would it get registered in people’s mind after taking a glance at it?
  • If there is text in the logo, is it easily readable?
  • Is the logo simple and clutter free?
  • Is it going to look good on mobile screens, on buildings, on cartons or bottles – is it going to look appropriate in different sizes and surfaces?
  • For example: the logo of Nike — it is very memorable, very simple and works well on all surfaces – shirts, store walls, TV screens, etc.



The integral idea is to create a logo that stands out yet blends in. The effortless ability to create this balance is what makes a professional branding agency different from designers. If you already have a logo, now is the time to recheck its greatness. If you feel the magic is missing, there is no better time to infuse it right in, right now!

The Power of Packaging

A product is good, uses the best ingredients but how does one know about it other than word of mouth? The only true messenger in that case is packaging. Make it powerful! Whatever the brand stands for, the packaging should indicate that. How, you may ask?

Let’s say yours is a handicrafts brand. You might want to appear as a welcoming, affordable, hand-crafted brand. Packaging helps you send out that message, it lets you convince people that your brand is what they’re looking for. Noon, for example, is a Dubai brand that has garnered immense market love by portraying itself as a customer-friendly, affordable and accessible brand by deploying proficient communication techniques across all touch-points.

After doing an in-depth-research about the brand, we, at Vowels, get into the process of creating the most powerful branding strategy starting with building a brand archetype and defining its attributes. This is followed by devising a unique brand story, a story that touches hearts and creates a shift in the market. It is after devising a brand story that we move on to humanising the brand by giving it a tone and a voice through colours, designs and content that changes mindsets. This is followed by brand positioning to ensure we reach out to the audiences having the desired attributes like income bracket, age range, geographical location, and traits (like e.g.: fashionable, health-conscious, etc.)

On the basis of all these inputs, the process of stylescaping begins. Stylescape is a collection of images put together that would have close relevance to the brand’s aspired look and feel. It’s a summation of colours, designs and different typographies we would want to see in the final result. Stylescaping is just the initial mood-setter after which the real branding story begins! What lies further is even more exciting and here it is.

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Also read – 7 Middle Eastern Brands That Are Redefining Luxury In Fashion Industry