Mastercard, a global brand synonymous with delivering priceless experiences, set out to engage travelers during the summer holiday period. Their objectives were clear: drive top-of-mind awareness ahead of holiday planning, boost consideration for Mastercard’s travel experiences, and deepen the brand’s lifestyle appeal.

Mastercard launched a two-phase campaign across key locales in the Middle East, that turned Amazon into a destination for travel inspiration. In Phase One, a summer-long custom landing page on Amazon.ae showcased culinary and travel offers, supported by a full-funnel campaign that included Amazon DSP and a Homepage Hero Takeover that drove high visibility whenever shoppers landed on Amazon.ae. Phase Two kicked off with an interactive, gamified product selector on Mastercard’s custom landing page, recommending Parisian culinary experiences. Though Mastercard doesn’t sell physical products on Amazon, the team innovated by adapting Amazon’s native product selector to link potential travelers directly to Mastercard’s website.

This seamless journey, from discovery on Amazon to purchase on Mastercard’s website, allowed new and returning users to explore and book experiences. Click here to discover the full campaign results.

When OSN+, a streaming service in the MENA region, set out to launch the second season of HBO’s House of the Dragon (HOTD), it wanted something that went above and beyond a typical media plan. Before the series premiered, OSN+ and Amazon Ads orchestrated a series of teasers designed to stoke anticipation. In the Kingdom of Saudi Arabia, over 350,000 specially designed Amazon delivery boxes were produced, with the aim of transforming routine deliveries into delightful doorstep moments. Each box bore striking imagery from HOTD and included a QR code that drove customers to the OSN+ Brand Store on Amazon.sa.

Wondering what the custom Amazon boxes looked like? Click here to find out.

Moreover, OSN+ transformed Amazon.sa into an immersive House of the Dragon battlefield, where visitors chose between Team Black and Team Green through an interactive Brand Store experience allowing fans to explore exclusive trailers and character histories through a tailored experience that revealed the secrets and rivalries of their chosen house. This dual-path content journey helped visitors delve deeper into each house’s story, further increasing engagement on the page while creating a natural journey to the OSN+ website, where viewers could subscribe to watch the new season of HOTD.

During the launch day, the campaign utilized the homepage takeover, draping the website in black or green, piquing curiosity among Amazon shoppers who might not have been die-hard fans of the show, and tapped into Twitch, with a hero headline on the service’s homepage and a First Impression Takeover, where viewers would see an OSN+ pop-up during their first Twitch broadcast of the day. Click here to learn more about the impact and results the campaign drove.

The answer has historical roots. Until the mid 1990s, the business was Corporate Identity, focused on sophisticated logos and visual systems. Then, and partially coinciding with the acquisitions of all the leading Identity firms by large conglomerates (WPP, Omnicom, Interpublic) and with the rise of Brand as a financial asset (pioneered by my alma mater Interbrand) the discipline was flooded with business and marketing strategists. The notion of Corporate Branding took hold and became increasingly a leftbrain ‘science’, and that gave license to do Branding to anyone who was into any type of optimization of a business – using Brand as a lever for business success.

So what exactly is Brand, and what exactly is Branding?

A couple of accurate definitions: Brand is a central organizing principle which, if properly managed, creates influence and generates value” — “a brand is a relationship that creates and secures future earnings by growing customer preference and loyalty.” I use them, but also explain things more practically:

–          Branding is the process to create a layer between your business proposition and your marketplace – one that translates the proposition into terms that are relevant, understandable, and valued by your intended audiences.

Then, as the result of the process of Branding, …

–          … Brand is the perception that others have of you, one that transcends the merits of what you actually do or make; or as Jeff Bezos famously noted “Brand is what people say about you when you’re not in the room”.

As an example: you can promote your Pen Factory as the maker of the best pens and tout quality and features; or you can promote it in a ‘branded’ way by saying that you enable people to write.

Inside-out vs outside-in, features vs benefits: this perspective is the very core of the concept of Brand.

What is the most important takeaway from those definitions?

As the perception of you resides in the audience’s mind, you don’t own and never will own your brand. You can only define what you’d like it to be, then operate & behave & communicate in such a way as to keep earning that perception – and then work hard at letting it stay that way.

Are the laws of Brand & Branding immutable?

The definitions/laws at large are immutable, but how they are developed have changed.

Ideally, a business is examined, then the outside-in core brand concept is crafted, and then expressed in multiple ways.

For example, Airbnb’s brand is rooted in the notion of ‘Belong Anywhere’, a concept that is then articulated in multiple but aligned ways. But unfortunately for many years now leftbrained strategists define an accurate business-savvy but factually dry foundation, and then:

–     either come up themselves with a translation for the marketplace, which most often results in slogan-ish ‘clever’ wording of the business realities – say, ‘A New Way To Hotel’; or

–     ask creatives to take that dry foundation and make it sing, which results in multiple mis-aligned interpretations and expressions – albeit perhaps relevant and memorable.

In today’s digital age people think they can twist anything and still call it branding, including what AI can generate. Your view?

The process of Branding does include any and all perception-generating activities; but the issue is … are they intentional or accidental? Do they just grab attention, or are organized to establish a long-lasting persona? As to AI, it is helpful in many way – but brand-wise it’ll generate many A New Way To Hotel kind of ideas, but not quite the Belong Anywhere type. Can/will it get there? Maybe.

You’ve just launched an online Branding Course. What is it, and how is it different than the many branding courses out there?

The www.masterbranded.com website has a FAQ section that answers this question in detail. Briefly here:

–              They are generally about the science of Brand/ing, its management, and how/why Brand is important, but offer little on how to actually do it. Masterbrander.com is professional-grade specific about crafting the fundamentals of a Brand.

–              They are based on the teachers’ purview: MBA-types see Branding through a leftbrain business lens and creatives through a rightbrain expressional lens. Masterbrander.com is brand-foundational, and background- and -applications agnostic.

–              They aim to “make branding simple”, offer “four things to boost …”, and based on “you’re busy and so here are quick …”. Masterbrander.com examines and teaches the complexity – then, it’s the job of the consultant to simplify it for their clients.

–              They tend to use standardized models, but as every client and challenge is different. Masterbranded.com teaches you how to think with an outside-in perspective within flexible frameworks, so that solution can be bespoke to what each client needs.

The design elements incorporate natural textures and airy spaces, inviting guests to unwind with a refreshing cocktail or enjoy a meal while soaking in the stunning views. Toned with a quirky personality, Yula promises a unique beachside experience that captures the spirit of Dubai’s coastal lifestyle.

Why do organizations today need to consider the art of personal branding? How can it help them forefront their purpose and values?

We are all vying for attention, employing various techniques as brands to capture it. Personal branding takes a different approach. Instead of chasing, we aim to attract. I learned this the hard way after spending a decade in branding. The reality hit me, no one really cares about how good I am, my track record, or how amazing and different my product or service is. It’s similar to how we catch butterflies — you don't chase them; you build a garden and let them come to you. Your personal brand is that garden. It's not about shouting to be heard; it's about creating a space that your audience can't help but be drawn to. While everyone competes based on years of experience and niche knowledge, your branding strategy should involve telling stories. These aren't just any stories — they're everyday narratives from your work and interactions with clients, turning-point anecdotes that reshaped your perspective on your work or industry, and stories that reveal why you do what you do (your purpose). Think of your stories as puzzles. Instead of giving the entire puzzle, for instance, in one post, tweet, or video – share a piece of the puzzle in each post. Ideally, make it something one can consume in under twenty seconds or five sentences.

UGC has taken various forms, and EGC – Employee Generated Content has emerged to be one of them. So, what is it?

Employee Generated Content (EGC) is an innovative strategy that brands have yet to fully embrace. Unlike User Generated Content (UGC), which encourages customers to create content, EGC features employees as content creators. Content that provides insight into their work life, behind-the-scenes, and personal stories tied to the brand. It's the ultimate way to infuse humanity into your marketing, and easily a goldmine for personal storytelling and brand representation.

Why, today more than ever, can EGC become a game-changer for brands?

People no longer trust conventional marketing, whether it's for products, brands, or recruitment. They know it's scripted and planned. However, they do trust the individuals who work day in and day out for the brand. They want to know: who are the humans behind the brand?

EGC is like having your own influencer marketing rolling at a reasonable cost, and it's effective for both boosting profits and market research. If you specifically observe the engagement patterns of EGC creators on social media, you discover followers wanting them to try something, improve something, or create something new. Why? Because they feel a personal connection to the inner world of the brand. Followers share exactly what they want to see next and the solutions they would want the brand to provide. We often see comments like, “I love seeing the behind-the-scenes; you made me spend $1k in your shop last month!”

What can brands use EGC for, and what are the different types of it?

EGC serves various purposes for brands. It can function as a form of marketing, where employees share their work approach and interactions with clients or customers. Additionally, it proves to be a powerful tool for recruitment, providing glimpses into company culture and attracting new talent. Evidently, there's often a surge in job applications after EGC posts go viral. I received over 50 direct messages inquiring about open positions after sharing a “Day in the Life at the Adidas HQ” on LinkedIn, reaching over 3 million impressions. Different types of EGC can take the form of blog posts, social media content, videos, or even podcasts. Consider formats such as “day in a life,” “the other day a customer asked me about X,” or “yesterday I was reminded why I do this work.”

Does EGC have any effect on an organization’s workplace culture? If so, how?

Absolutely. EGC significantly impacts workplace culture, going beyond enhancing the company's image; it taps into two of the top three motivators for us humans: purpose and self-expression. Firstly, purpose: Creating content around their work reminds employees of why they joined your brand initially — the purpose and impact they have. A study on the strength of purpose revealed that purpose is twice as important as a higher salary for employee retention.

Secondly, self-expression: When employees share their stories and experiences, it makes them feel important and heard. They're not just working for the brand; they're actively shaping how the world sees it. This, in turn, boosts morale and creates a happier workplace energy.

How can brands and advertisers struggling to attract, retain, and nurture top-tier talent leverage EGC? Where can they start, and how can they build a long-term strategy for the same?

Experienced, skilled individuals and Gen Z, recognize the importance of their personal brands and will not compromise self-expression for ‘just another job.' Offering a way to integrate this into their work context provides a distinct advantage in the talent market. A good starting point is to find ways to incorporate it into talent development programs. For marketers or business development managers, it can also serve as a performance indicator within their everyday marketing responsibilities. EGC, at its best, functions as a form of talent nurturing with long-term benefits for promotional avenues.

How can organizations incorporate EGC into their holistic marketing strategies?

The essence of EGC lies in the fact that it can seamlessly be integrated into your existing schedules, further enhancing what you're already doing. This might involve having employees share their stories on social media, providing behind-the-scenes glimpses of a launch or product development. It's crucial to maintain authenticity and provide employees with the right amount of creative freedom to stay motivated. Unlike UGC, you're not spending time explaining your brand vision, values, or purpose because your employees intimately know your brand. With effective onboarding, training, and a simple 3-step approval process, you can implement an evergreen content strategy without adding extra cost or workload. This approach is far more feasible and economical than traditional marketing tactics or influencer collaborations. Both your consumers and potential talent will connect better with your existing employees when they narrate their own stories. Finding ways to incorporate revenue share, performance metrics, or talent development into the process can offset many costs usually associated with the reach you'll achieve. It will prompt you to reconsider your ad budget. Just think about it: what would you rather click on — a fancy ad about a product or an exclusive behind-the-scenes look at how it was made?

This piece was first published in Communicate's inaugural Best Places to Work 2023 issue.

The services include full wrapping with side door branding, rear bumper, and glass branding. Additionally, each of the 1,100 taxis will be equipped with in-vehicle LED screens featuring two screens integrated into the headrests of each vehicle.

The digital advertising screens within the taxis will deliver a wide array of content to passengers, elevating awareness and strengthening marketing communications within the city. It is expected to enhance the overall passenger experience in Abu Dhabi by delivering advertising content, improving the city's marketing communications, and raising awareness of various services, events, and activities.

Mukhles Odeh, General Manager of Pyxis Events LLC, said, "For us, branding and digital signage are not 'one size fits all.' We are passionate about crafting solutions that meet our customers' specific needs and challenges. This partnership is a prime example of our ability to develop fully customized solutions. We believe this strategic collaboration with Tawasul will not only expand Pyxis' product portfolio, but also empower us to provide comprehensive solutions to our clients, invigorating their brands and amplifying their strengths."

The' Earned Effect' study, which analyzed data from culturally salient (campaigns that earned coverage, conversation, and longevity, contributing value to people and communities) and non-culturally salient (that neither earned coverage nor conversation) campaigns, reinforces the need for brands to make a cultural and emotional connection with their audience in order to create sustainable value and short-term impact.

Here are some of the key findings:

• 53% of campaigns that earn coverage and conversation are more likely to drive very large business effects and 2.6 times more likely to achieve very large profit growth.  
• Culturally salient campaigns outperform other campaigns, with 57% driving very large sales gains and 40% driving very large market share gains.
• Brands worthy of earning attention and activating – not simply reaching – communities see a 42% uplift in ROI and outperform peers in every brand health metric.
• Campaigns that earn coverage and conversation are also 75% more likely to create halo effects across other products in the franchise.

Gen Kobayashi, Chief Strategy Officer EMEA, said, “The Weber Shandwick Collective believes brands that will thrive in the future understand that to earn value, they must contribute meaningful value. We call this the “earned-first mindset” and it’s how we approach work with all our clients. We don’t just believe in the power of earned-first thinking, we can see its tangible impact in this breakthrough study. The 'Earned Effect' underlines our belief that it pays to be earned first.”

The study, which was conducted globally, analyzed over 340 case studies in both B2B and B2C sectors, across 60 different product categories from the IPA’s Databank.
“As opportunities for brand communications expand in social and experiential, understanding the impact of earned and owned channel strategies is becoming ever more interesting. This report marks an important next step in IPA Databank learning beyond paid media and we hope it will encourage IPA Effectiveness award entries which are more holistic in looking at brand-building potential,” said Janet Hull OBE, Director of Marketing Strategy at IPA.

The Weber Shandwick Collective combines Weber Shandwick’s earned, creative, and data analytics capabilities with specialist expertise in digital and social solutions through its agencies Flipside and That Lot.

A summary of the Earned Effect Study is available to download here.

“Come with solutions and real actions”.

That was the rallying call from Majid Al Suwaidi, Director General of Cop28 in Dubai – a thinly veiled nod to the stark reality of where we sit against previous climate targets.

Now I’m no world leader or climate change expert but the truth is, it is one of the most pressing issues facing our very existence; it’s everyone’s business and we, as brands and agencies, have the power to lead the change.

In late November, COP28 arrives in the UAE. Let’s take a look at how brands can lead the conversation.

An expectation, not an exception

As brands focus more attention on attracting Gen Z, a notoriously difficult-to-reach and skeptical segment, they would be foolish not to bring their values in this arena to the forefront.

Consumer awareness of sustainability is at an all-time high and rapidly growing as they proactively seek out and appreciate brands with purpose. Not only that, 64% of Gen Z are willing to pay more for products and services which are environmentally friendly; so, the conversation around creating a sustainable brand being overtly expensive is, with proper management, not grounded in reality.

Take a step back and assess brand purpose and circularity of products and services. Making moves to eliminate waste and pollution can be monumental steps.

Transparency in future-proofing

Brands built for the future have the environment as a fundamental part of their foundation and are dedicated to achieving their promises. Take Siemens for example, that has not only more than halved CO² emissions in the past seven years but also created and utilized its own technology and innovation to enable the brand to hit its climate targets ahead of schedule.

For a long time, some brands have made superficial claims or lacked dedication to achieving their objectives when it comes to the environment. Elsewhere, there are brands that are performing well but fail to integrate it into their comms strategy, thinking that it’s irrelevant. The truth is, it couldn’t be more relevant.

Being open and honest is a powerful way to showcase that you are serious about the environment and that you understand and are responsible for your supply chain. Brands like Adidas even go to the extent of publishing their supplier list.

Create meaningful and powerful storytelling around your efforts in sustainability and integrate it into your comms plan. It’s a story that is dying to be heard at all stakeholder levels.

Empowering our audiences

While we know that our audiences are proactively searching for brands that care, it doesn’t stop there. It’s time to dial it up and create opportunities for customers to be part of the solution.

Brands have used their platforms to showcase how their audiences can utilize their products and services to lead a more eco-friendly lifestyle.

Check out Pinterest’s original content series "Inspire a Better Future," packed with educational content across the likes of beauty, fashion, travel, and wellness. Elsewhere, Patagonia, a pioneering brand in the space, offers an "Option to Repair" initiative for their products, enabling their audience to support the circular economy even further.

Brands can be creative when it comes to activating their brand initiatives and a focus on co-creation and collaboration with audiences is a surefire way to deliver results.

Together we are an ocean

Brands are in a competitive environment, there’s no doubt about it, but this is definitely a time to put differences aside for the greater good.

That’s exactly what luxury corporation Kering did in launching "The Fashion Pact" – a global initiative with climate, biodiversity, and ocean targets. With the backing of over 200 companies outside the group, from Ralph Lauren and Hermes to H&M and Farfetch, it shows that brands that genuinely care will remove previously regarded boundaries in pursuit of innovation and purpose.

Take the opportunity to seek out opportunities to invest in established movements or consider offsetting with not-for-profits already operating in the space. Together we can always achieve more.

Cop28 is on the horizon, but it doesn’t need to begin there and absolutely should not end there. Brands must regard the environment as a key pillar of their business, communicating this at every opportunity with authenticity and not a marketing ploy. If you are not already embracing it, it’s time to do so or risk being left behind.

What drove the decision to conduct the rebranding of Cadillac?

Last year, we marked 12 decades of Cadillac raising the bar and setting industry standards in the luxury vehicle space. The occasion was also a celebration of our loyal customers, many of whom have been with us on our brand journey through every stage and are now heading with us toward our all-electric future.

There is an image of luxury and sophistication that is attributed to owning a Cadillac vehicle, that our customers have resonated with over the years. Beyond our product portfolio, this brand image allowed for a deeper connection with our audiences, which has stood the test of time.

Yet, now we are at an inflection point in the automotive industry, driven by the need to do what is right for the future. More than 75% of Americans say that by doing business with companies that address social and environmental issues, they feel like they are partners in these actions (Porter Novelli/Cone 2019). Whilst brands with purpose have taken over the marketing landscape, Cadillac has always had a clear purpose: to innovate. 

Cadillac is currently in a transitional phase to spearhead the electric future. We entered this decade as an internal-combustion-engine (ICE) vehicle brand, and over the next few years, our ICE and electric vehicles (EVs) will coexist as we aim to leave the decade with a fully electric portfolio. Our ambition is to leverage groundbreaking technologies that set industry benchmarks in the luxury EVs space.

As we evolve, it is essential for our visual identity to reflect this transition and continue resonating with our customers, while appealing to a broader range of consumers. This particularly includes the youth, the future generation of Cadillac owners.

How would you describe this rebranding?

We see this as more than rebranding. A brand’s visual identity is at the forefront of its strategy. Accordingly, changes in the strategy ought to be reflected in the brand’s identity to keep it current.

We’re currently transforming our brand strategy. We are refreshing our brand purpose, look and feel, and the way we manifest our brand to the people through our new “Be Iconic” tagline.

Cadillac is an American icon and a brand that has always been known for luxury. We’re certainly retaining this positioning, while simultaneously reinterpreting it for a brand-new fleet and a new generation of consumers.

The rebranding is our way of communicating our brand values in a fresh and youthful way, that mirrors the ground-breaking products and services we are bringing to our markets. These include electric vehicles spearheaded by the Cadillac LYRIQ, set to reach the region this year and be followed by five other nameplates in the coming two years.

What are the challenges to rebranding a brand like Cadillac and how do you address these challenges?

There are those who believe that “If it is not broken, don’t fix it” and those who don’t. The thing with the former group is that they play it safe, and that is acceptable when not seeking growth and sustainability.

At Cadillac, we’re known for bringing groundbreaking innovations and industry firsts. These do not come from staying in the safe space and avoiding challenges.

Yes, experimenting with new things is certainly challenging, particularly with the knowledge that things can always go south. For any brand, changing the branding that customers have been accustomed to and resonated with for years, without disappointing them, brings a risk of alienating people.

After long research, trials and errors, we’ve attempted to mitigate this risk by maintaining our core Cadillac values that our customers love – “bold, sophisticated, optimistic” – but repackaging them in a way that appeals to a more contemporary sensibility.

The EV market is increasingly crowded. How does a brand like Cadillac differentiate itself from a marketing perspective?

There is no doubt the future of cars is electric. According to McKinsey (2022), battery-electric vehicles (BEVs) will be dominant across all luxury-segment tiers by 2031 and globally, more than 70% of current owners of premium and luxury ICE vehicles are willing to switch to EVs during their next vehicle purchase.

Cadillac plans to redefine the luxury EV space and set new industry benchmarks with our line-up of exciting new electric vehicles, packed with 12 decades of technological advancements designed to revolutionize the role of transportation.

Having said that, many other automotive manufacturers in the luxury space have also announced their ambitions when it comes to EVs.

Keeping this in mind, with increased competition, standing out becomes less about the product itself and much more about the brand that resonates with people in the region. Just like the ICE vehicles era.

As the products become more and more commoditized, the more significant the role brand value takes in setting one product apart from another.

The "Be Iconic" campaign is global. Were there adjustments made regionally/locally and if so, what were these adjustments for the Middle East?

Cadillac is an American brand that has called the Middle East home for over nine decades. While we endeavor to make communications that reflect the region and we’ve always aimed to cater for the specific needs of our customers in the Middle East through our product portfolio, our values do not change from one market to another. 

The “Be Iconic” campaign is about communicating our values, which cut across geographies and accordingly, we haven’t made any changes to it.

Who is the target audience in the region and how are you targeting this audience?

The “Be Iconic” campaign targets affluent luxury consumers with a global mindset.

We are speaking to people who are looking to stand out from the crowd and make statements with the products they own.

Our methodology for target and channel selection is based on a combination of psychographic profiles, customer research, and trial.

Ultimately, it varies based on our objectives, but the goal is always to expose our brand to a broad luxury audience with a message that is uniquely our own.

We can’t try to be everything to everyone or we will end up saying nothing, and that defies the purpose.

As a deeply human discipline, brand marketing around the world mostly follows a prescribed range of principles and frameworks that has guaranteed its success for decades.

And that’s where the problems begin.

In an age of information and identity overload and social media meltdowns, the long-held convention of using brands as a reassuring shorthand for products is well past its shelf life.

Today, brands need to stand out and flip long-held beliefs on their head – a task more arduous than ever. That’s why those who dare to defy the conventions of their categories are driving greater equity for their brands and standing out from competitors.

Brands that stake their reputation on breaking the rules are, in fact, far better off than those who pursue the suffocating embrace of the status quo – because a clearly defined and authentic brand is no longer a competitive advantage; it is what companies need to survive and thrive, and often drive some significant social change in the process.

It’s time for brands to take a stand, step outside of their comfort zone, and relate to their audience in a culturally relevant way.

In a culturally and ethnically diverse market such as the Middle East and North Africa (MENA), breaking the rules is a delicate dance for most brands. But then, there are refreshing campaigns that remind us that if done correctly, it pays off.

The world’s first liquid billboard in Dubai to celebrate Adidas’s Burkini Collection and underscore its commitment to making sport as inclusive as possible; Yoplait’s bold campaign to counter mum-shaming by exposing the common criticisms they constantly face, such as judgement over breastfeeding or going back to work; Mobily’s new headset that protects young gamers from predators by making them sound older, helping stave off potential child abusers in gaming platforms… These are some of the recent efforts that reflect relevance, inclusivity, and authenticity – the key parameters to driving differentiation and making them stand out amid a sea of formulaic content from competitors unwilling to push the boundaries.

Breaking the rules in the region is not about radical posturing but more about addressing the taboos, challenging cultural norms, and giving a voice to the marginalized segments of society – such as advocating mental health, encouraging financial wellness, and driving sexual literacy, to name a few.

The Nike Pro Hijab is a perfect case in point, as is Canon’s ‘Women Who Empower’ campaign.

The Nike Pro Hijab, first tested on female weightlifter Amna Al Haddad and figure skater Zahra Lari from the United Arab Emirates among others, has helped advance the inclusive conversation around hijabs and Muslim women in sports.

It is the brand’s proactive and authentic approach in addressing what has often been a controversial issue in sports that has endeared it to a new generation of loyal followers in the region and around the world. Globally, Nike was one of the first major brands to respond to the unrest in the US and support the Black Lives Matter movement, following the murder of George Floyd in 2020, with its memorably modified slogan, "For Once, Just Don’t Do It."

Canon Middle East’s ‘Women Who Empower’ social media campaign last year similarly invited women in the creative industries across MENA to bring forward their creative works, along with the challenges that they face in taking their initiative, and get the opportunity to take their projects forward.

But how and why does breaking the rules give brands such credibility?

That’s partly down to the intertwining relationship between authenticity and questioning the status quo (aka breaking the rules), and examining the scope for change. After all, controversy creates conversations and conversations ultimately drive change – a construct that reverberates with the cultural revolution playing out in the region.

Brands that can capture and capitalize on this pivotal moment of change will certainly thrive. That’s because audiences are desensitized to brand conformity; so, when a brand does something unexpected and authentic, it creates the momentum for better brand equity and recall.

In my 17 years of industry experience, it has been extremely rare [for me] to see brands that play it safe win the equity race. Whether they have a game-changing product or not, brands must therefore break the barriers and work harder to earn the attention of their audiences. Creating brand narratives is a must, by delicately balancing aspiration and provocation, and communicating brave new ideas in simple and nuanced ways from inside culture.

They can do it by doing their homework. That means not rushing to jump off the conventional bandwagon as it could backfire spectacularly. Instead, assess your risk vs reward, listen to the audience, do the research, analyze the data, and study the insights. And then write your own rules.

Once leveraged correctly, your personal brand can help attract your ideal client and facilitate growth in your business. When I first launched Cameo, I used my personal brand as a tool to get my foot in the door and work with my dream clients by following the below steps.

Re-assess your personal brand as it stands

The first step any startup founder looking to leverage their personal brand should take is to audit and revamp their personal brand to reflect what they’d like to be known for.

Start by googling yourself and asking yourself if the person presented is someone your ideal client would want to work with. If not, then you will need to either clean up your current pages or create a separate page for your business persona – and set your personal pages to private.

Your startup launch is a new phase in your career, presenting new goals and aspirations, and your personal brand must be updated to reflect your new mission – not only so you can attract your dream client but also so you can present yourself in the most authentic way possible.

Find your “why” and championed it like there’s no tomorrow

Why did you decide to launch your business? What is the “why” behind your brand? Being able to define it clearly and champion it will be a significant milestone for your startup’s growth.

For myself, it is to help brands and people re-imagine their possibilities and unlock their full potential by understanding their core business and promoting it in a fresh, targeted, and authentic way. My USP? A zero-fluff approach.

Once you’ve defined and clearly articulated your “why” (identifying your USP is always a plus, especially in a highly competitive industry), you’re ready to amplify it in the media. At the end of the day, if you don’t talk about your business, who will? Most startup founders shy away from using their personal pages to highlight their products and services, and that is the biggest mistake any founder can make.

Share your story with the world! People do business with people, not products. We naturally enjoy getting to know the people behind the brand and what talents they bring to the table, so do not keep it strictly business and always leave room for personal stories about what motivated you to embark on your business journey.

Build a personal branding strategy and execute it

Which platforms will you be leveraging to present yourself and your business? What kind of content will you put out? How often will you post? These are all questions you will want to ask yourself before you get active on social media.

My content strategy explores different content avenues on different platforms, with LinkedIn celebrating my company’s achievements and milestones, and Instagram focused on my everyday life – with my daily work behind the scenes taking part in that.

Beyond your socials, explore contributing to publications with thought-leadership articles around the topics your business specializes in. This is a great way to give back to the community while positioning yourself as a specialist in your industry.

Don’t forget to also consider network outreach and how this will be harnessed through your personal pages. What kinds of profiles will you connect with on LinkedIn? What are the relationships you hope to build on the platform? These are key factors to consider when building your personal branding strategy.

At the early stages of launching your startup, your business and personal brand will be significantly interlinked – as people will turn to your personal accomplishments and identity to assess if you are the right partner to work with. Especially at the onset of your business, it is crucial that you’re positioning yourself as an expert in your field as you will be the most valuable extension to your business.