Why do you book the same airline carrier every time you travel? What makes a brand click when you’re looking for an escape? Why do you scroll past new menus to return to the restaurant you order from daily? What determines why you’re willing to spend more for an item available at discounted prices? The answer to these questions often leads to what makes a great brand. Despite the crowded market, some resonate through the ages, winning consumers’ trust and making them their brand advocates.

At their core, consumers’ interactions with brands are comparable to human relationships. If a brand fails to deliver on its promise, it could potentially risk losing customers, which impacts the bottom line and brand reputation. However, in many cases, this could lead to—a worse outcome—customer indifference. Studies on customer indifference show that brands could risk losing up to $887 billion in future revenue by mishandling complaints.

So, what makes a great brand in 2025? Branding experts in the Middle East tell us what makes a brand tick.

TAKING A STAND

There’s no love loss when ditching brands that don’t deliver on promises. A study found that 70% of customers would break up with a brand over unaddressed concerns that may lead to indifference.

Brands that actively listen to feedback engage with their audience and create a dialogue that strengthens connections.

According to Elizabeth Dewar, co-founder of Violet Rae, a great brand in 2025 will consist of two parts. “At its core, it’s bold, individual, and stands for something—loudly,” she says.

A brand that is genuine, transparent, and true to its values stands out.

“It takes a stance, makes a statement, and refuses to piggyback on trends,” says Dewar.

“The brands that will make a mark are the ones that don’t shy away from being loud, proud, and unapologetically themselves. The same goes for its identity. It has to look and sound distinct—no half-hearted attempts at fitting in,” she adds. “This isn’t about blending into the background or doing what everyone else does. Think of it like a bold outfit at a black-tie event. A brand that’s truly itself takes up space and owns it, no hesitation. So, if you’re not in it to be seen and heard in 2025, don’t bother attending the party.”

VALUING SIMPLICITY

The secret often lies in not complicating things. According to Pierre Van Der Merwe, executive creative director at PIXL Global, “It’s not just about stripping things back—it’s about clarity, focus, and impact. These are what make a brand story not just good but unforgettable.”

A great brand doesn’t have to be complex to be powerful. “The most compelling brands are built on simple, meaningful narratives that resonate deeply. But simple doesn’t mean dull. It doesn’t mean easy. True simplicity—the kind that cuts through the noise and sticks with you—is an art,” he adds.

Branding is about going beyond the basics.

“Branding isn’t just a logo, a color palette, or a tagline. It’s the heartbeat of a business. It’s how people feel when they interact with you. The brands that thrive in 2025 will be the ones that create real, human, and unmistakably clear experiences,” adds Van Der Merwe.

Trust, communication, authenticity, shared values, emotional connections, and adaptability are vital to both, ultimately defining the quality of those connections.

“When you strip away the excess, your brand’s essence remains bold, honest, and instantly recognizable. In a world overflowing with digital noise, clarity isn’t just an advantage; it’s necessary,” adds Van Der Merwe.

Similarly, brands that honestly represent their values and identity gain credibility.

“Less is more” isn’t a fleeting trend. It’s human nature. The simpler your message, the stronger the connection. The clearer your story, the more lasting the impact. And in a crowded, fast-moving world, the brands that embrace simplicity will be the ones people remember,” he says.

CRACKING THE CODE

Brands that matter don’t overcomplicate the approach. It’s not about faking authenticity.

“It’s about cracking genuine, authentic localization. It isn’t about slapdash translations or surface-level cultural references,” says Alexandra Dewar, a creative entrepreneur and storyteller based in UAE.

Neither do brands with impact take things for granted.

“They’ve done the deep work to understand their audience truly,” adds Dewar.

She cites comedian Andrew Schulz as an example. Before performing in a new country for the first time, he learns local nuances, traditions, and inside jokes. The result is a visceral connection with audiences.

She says brands can learn from Schulz’s example and see immediate payoffs, as people respond with excitement and loyalty when they realize the brand truly “gets” them.

The essence of brands that matter is the ones that keep authenticity, simplicity, and deep understanding front and center. As brands strive to stand out in a saturated market, embracing boldness and clarity will be essential. The most successful brands will make a strong statement and establish genuine connections with their customers, fostering trust and loyalty.

By prioritizing meaningful engagement, staying true to their core values, and simplifying their messaging, brands can ensure they resonate deeply in consumers’ hearts and minds. As we navigate an increasingly complex digital landscape, it’s clear that brands unafraid to showcase their true selves and communicate directly with their audience will rise above the noise and thrive in the years to come.
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 to be considered one of Fast Company Middle East’s Brands That Matter of 2025, click here.