Branding is the process of creating a distinctive identity for a company, product, or service that sets it apart from its competitors and resonates with its target audience. Rebranding is the process of changing or improving some or all of the branding elements, such as logo, color palette, typography, slogan, etc., to reflect a new direction, vision, or market position.
Branding and rebranding are essential for companies in the Gulf Cooperation Council (GCC) region, which comprises Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates. The GCC is one of the fastest-growing and most diverse markets in the world, with a population of over 50 million people and a GDP of over $1.6 trillion. The region offers immense opportunities for businesses across various sectors, such as oil and gas, tourism, finance, technology, healthcare, education, and more.
However, the GCC also poses many challenges for businesses, such as intense competition, changing consumer preferences, cultural diversity, political instability, environmental issues, and digital transformation. To succeed in this dynamic and complex market, businesses need to have a strong and consistent brand identity that communicates their value proposition, differentiates them from their rivals, and builds trust and loyalty with their customers.
Rebranding can help businesses in the GCC achieve these goals by:
- Aligning their brand with their current or desired market position. For example, if a business wants to expand into a new segment or offer new products or services, rebranding can help them convey their new offerings and attract new customers.
- Updating their brand to reflect changing customer needs and expectations. For example, if a business wants to appeal to younger or more tech-savvy customers, rebranding can help them modernize their look and feel and showcase their innovation and relevance.
- Revitalizing their brand to overcome negative perceptions or associations. For example, if a business has faced a crisis or controversy that has damaged its reputation or image, rebranding can help them restore their credibility and confidence.
- Differentiating their brand from their competitors. For example, if a business operates in a crowded or saturated market where many brands offer similar products or services, rebranding can help them stand out and create a unique identity.
Some examples of successful rebranding in the GCC are:
- Emirates: The airline rebranded in 2004 by adopting a new logo that features seven lines rising up tall to symbolize the seven leaders who founded the UAE. The logo also represents movement, positivity, and dynamism. The rebranding helped Emirates reinforce its status as one of the leading airlines in the world and one of the most recognizable brands in the region.
- Careem: The ride-hailing app rebranded in 2018 by changing its logo from a car icon to a green swirl that resembles the Arabic letter “C”. The logo also resembles a smiley face that expresses happiness and satisfaction. The rebranding helped Careem emphasize its mission to simplify and improve people’s lives and its vision to become the region’s everyday super app.
- Almarai: The dairy company rebranded in 2019 by updating its logo from a blue cow to a green cow with a sunburst behind it. The logo also features a new font that is more modern and legible. The rebranding helped Almarai highlight its commitment to quality, freshness, and sustainability.
Branding and rebranding are not easy tasks that can be done overnight. They require careful planning, research, strategy, creativity, execution, and evaluation. Businesses in the GCC should consult with professional branding agencies that have the expertise and experience to help them create or improve their brand identity in a way that suits their goals, values, customers, and market.
