So you’ve got a killer brand, maybe even a cult following back home. You’re eyeing the GCC—that’s UAE, Saudi Arabia, Qatar, etc., for the uninitiated—and thinking, “Alright, let’s scale.” But here’s the thing: just because something pops in London or New York doesn’t mean it’ll land the same in Riyadh or Dubai.
And that’s not a bad thing.
You’re not here to change who you are. You’re here to evolve. This article is your cheat sheet on how to grow your brand in the GCC without it feeling like a knockoff version of your original identity. We’re talking tactical marketing moves, cultural nuances, and straight-up human insight.
Let’s get into it.
1. The culture isn’t a checkbox
If your launch plan includes a Ramadan ad and a dusty translation of your homepage, please take several steps back.
Culture here isn’t a seasonal costume. It’s a full-on lifestyle. People in the GCC are very brand-savvy. They’ll clock inauthenticity faster than you can say "limited-time Eid offer."
Here’s a fictional example: imagine a UK-based beauty brand launches in Dubai. They run an influencer campaign with the same edgy, borderline controversial tone they used in Soho. But their Gulf audience? They’re not loving the sass. Instead of connecting, the brand comes off as tone-deaf. Engagement tanks.
What should they have done? Localise the tone, not dilute the voice. Keep the personality but swap the sass for elegance. Use local creators who know their audience, and lean into themes that matter here: community, quality,and subtle luxury.
2. Arabic isn’t optional
Let’s be real: slapping a Google-translated Arabic version of your tagline on a campaign is not the move.
Arabic is emotional, poetic, and deeply tied to identity. A weird translation isn’t just confusing—it’s lowkey disrespectful.
At INAT.creative, we always recommend working with a native Arabic copywriter who gets your brand’s vibe and can reflect it authentically. A good translation should feel like your brand, not just read like it.
Think of it like subtitles in a great movie—you don’t just want the words. You want the feeling.
Want to chat more about localising your brand for the GCC? We’re always down to brainstorm over coffee (or karak). Slide into our inbox.
3. What works in Dubai might flop in Riyadh
These cities may be just a short flight apart, but the audiences? Night and day. Dubai is all about expat glam, cosmopolitan energy, and convenience. Riyadh is more local, proud, and rapidly modernizing—but in its own way.
Qatar? Think boutique luxury, high-end taste, and subtlety over flash.
If you’re copy-pasting the same rollout in all three markets, you’re missing the point. It’s not about creating three different brands—it’s about tweaking the message so it resonates where it lands.
Picture this: A fashion brand runs a modest-wear campaign. In Dubai, they feature diverse models and talk about inclusivity. In Riyadh, they highlight heritage, elegance, and family values. In Doha, the focus is on premium materials and quiet luxury.
Same collection. Different storylines.
4. Don’t assume people know you (even if you’re big)
Just because you’re famous in the US or UK doesn’t mean anyone in the GCC knows who you are. Name recognition isn’t global by default. You have to earn your relevance here.
Start small. Partner with local voices. Tell your story again—from the beginning if you have to. This isn’t a step backward. It’s a chance to introduce your brand fresh, on your own terms.
Here’s a hypothetical: Let’s say a premium skincare brand wants to enter Saudi Arabia. They’ve got major clout in Europe but zero presence in the region. Instead of barging in with a global "We’ve arrived!" campaign, they work with local beauty creators, explain their backstory in Arabic, and take time to build community. They’re not changing the product but telling the story in a way that makes sense here. That’s the move.
5. The power of micro-moments
You don’t need a big bang launch to win hearts. Sometimes, it’s the tiny, thoughtful touches that make a brand unforgettable.
Send thank-you notes in Arabic. Personalize your email campaigns for local holidays. Share memes that make sense in the local context (no more NYC subway jokes, please).
Here’s a made-up-but-could-totally-happen example: A fictional coffee brand does a Saudi launch. Instead of billboards and buzzwords, they drop limited-edition Arabic coffee cups with local sayings. People love them. They feel seen. That’s the stuff that sticks.
Let's wrap up
Localising your brand doesn’t mean watering it down. It means deepening it.
The GCC is a goldmine of opportunity, but it rewards brands that take the time to really understand it. Not just demographically, but emotionally, culturally, and contextually.
At INAT.creative, we’re big believers in brand integrity. We help businesses expand into the GCC without losing the spark that made them special in the first place.
If you made it this far, you’ve already got the one thing most brands overlook: curiosity.
Now go build something unforgettable.
Photo by Visit Qatar on Unsplash