Building a strong brand requires creating a product that is not just better than near competitors but also delivers a clear point of marketplace difference. In the Middle East, where consumer preferences evolve rapidly, and competition intensifies, brands understand that building meaningful connections with customers is not just about selling a product—it’s about creating an experience that resonates deeply with their audience. 

From personalization to cultural sensitivity and loyalty-building strategies, experts share what it takes to thrive in this ever-changing region.

DEFINING THE BRAND IDENTITY

Amreen Iqbal, CEO of Piece of You Jewellery, says the jewelry brand’s identity centers on personalization, self-expression, and meaningful connections. In the UAE market, where luxury and craftsmanship are deeply valued, Iqbal adds that this approach, which focuses on helping customers tell their stories through customized jewelry, sets the brand apart. 

Sharing the importance of storytelling in brand communication, especially in a region where connections are central to culture, George Kunnappally, Managing Director of Nando’s, says, “Storytelling isn’t just part of our marketing; it is the essence of our work. The Middle East, UAE in particular, is home to deeply connected communities where food and daily life stories are shared around the table.”

“The more relatable our stories feel, the deeper the emotional connection becomes,” adds Kunnappally.

Salma Cherke, founder of The Attire, says that in the Middle East, where luxury shoppers and expats increasingly focus on sustainability and affordability, “resale is a perfect match.” 

“More people are moving away from fast fashion, opting for quality pieces that last, even if it means paying a bit more,” Cherke adds.

Valeria Kuzmina, Head of Marketing at Dodo Pizza, says its focus on accessibility, quality, and innovation shapes its brand personality in the competitive market. “We’re a modern, innovative, and honest brand that makes pizza accessible without compromising ingredient quality and service. We go the extra mile where competitors don’t.”

CUSTOMER LOYALTY IN A TREND-DRIVEN MARKET

In a market like the Middle East, where new trends and seasonality frequently influence consumer behavior, Maire Morris, a seasoned brand strategist, says rewards, personalized offers, flexible payments, and sustainable initiatives are all ways to build loyalty.

“In the age of AI and digital transformation, brands sometimes forget the most important element of building brand loyalty—making your customer feel seen and heard. Work on this within customer service at all levels of operations, and you’ll be surprised by how far it can go toward building loyalty.”

Kunnappally agrees, noting that human connection builds long-term loyalty, particularly in the UAE. “While much of the industry is hyper-focused on speed, convenience, and digital-first experiences, what builds long-term loyalty in the UAE isn’t just a faster delivery time or a flashier app,” he says. “It’s a human connection.”

Cherke emphasizes community-building to foster loyalty: “We build a community of like-minded fashion lovers who share their curated closets and inspire each other.”

STAYING AGILE AMID CHANGE

One of the brands ‘ biggest challenges is adapting to rapidly changing trends and evolving consumer preferences. Both Iqbal and Morris stress the importance of staying agile without sacrificing authenticity or quality.

Morris says, “To gain trust takes time and commitment. With over 190 nationalities and different levels of earning power, brands mustn’t fall into assumptions based on what they see in Western media.”

Noting the importance of staying true to a brand’s identity, Kunnappally says it’s essential to pay attention to what’s happening around us—new trends, shifting customer preferences, or cultural moments.

“But at the same time, we stay true to who we are as a brand and don’t get swept away by every passing fad,” he says. 

Cherke says Attire stays ahead of fashion trends by curating a balance of timeless pieces and trend-driven styles catering to regional preferences and global influences.

ENGAGING WITH THE COMMUNITY

Islam Abdul Karim, Regional Head of Yango Middle East, emphasizes how vital local culture and community engagement are. “Local culture isn’t just an influence—it’s a core part of how we shape our services in the Middle East. It’s not enough to offer a translated version of a global product; people want experiences that feel native to their daily lives,” he explains.

He highlights specific adaptations Yango has made to resonate with local preferences, such as introducing Yasmina, the AI assistant capable of understanding and interacting in Arabic and English. “Yasmina speaks fluent Khaleeji Arabic, understands cultural context, and interacts in a natural and familiar way,” Abdul Karim shares. “During Ramadan, we introduced a new feature that allows Yasmina to play spiritual supplications upon request in both Arabic and English, making her an even more meaningful companion during this important time.”

Abdul Karim also explains how Yango integrates cultural elements into its services, like the “Muslim Mode” feature, which provides prayer reminders, mutes notifications during prayer times, and helps users find the Qibla direction. He adds, “This level of cultural integration isn’t just about functionality—it’s about creating truly local services.”

Fast Company Middle East’s Brands That Matter is an annual recognition that honors brands making a significant impact. For more information and to start your application, click here.