For many Luxury Brands international expansion, especially in Dubai, represents the greatest opportunity for growth.
Of course different approaches that brands are taking to connect with Middle Eastern prospects – joining the right networks and associations, incorporating new services onto a company’s website, and leveraging social networks, such as Instagram, Twitter, to connect with a broader set of prospects. All important channels for success.
But focusing on marketing strategy first is putting the cart before the horse. Simply adding a new section to your brand’s website about international capabilities is not enough to establish the credibility you need to engage international audiences.
The above channels are just vehicles; that’s a marketing strategy discussion. But first you need to make sure you’re communicating the right messages about your Brand in a way that is both authentic and compelling to your new targets in Dubai and the Middle East region. That is a brand strategy exercise.
You may see a great opportunity for growth by looking into Dubai– but you need to determine if your current brand supports such a move. How does the expanded offering fit into your Brand’s overall value proposition? And what makes your brand uniquely capable of handling the specific needs of Middle Eastern clients? These are all important questions to address before reaching out to prospects.
Remember a brand isn’t what you say — it’s what your most important audiences say and think about you. To get an accurate reading on your brand’s current brand, you need to conduct the right research. A brand audit can be an especially helpful tool for uncovering any gaps between where your brand’s brand stands today and where it needs to go in the future to resonate with new audiences. If your brand is a completely new player in the market, an audit of the existing landscape can help you identify the right positioning opportunity for your brand.
Keep in mind, too, that what once worked and was successful works today! The positioning and key messages that helped build your brand may not resonate with new audiences – and this is not a reality you are always ready to hear. But as your business strategy evolves, so too must your brand. Embrace Change.
Leveraging the right communications channels is critical for brands looking to tap into the growing opportunities in Dubai – but only when these outreach efforts are backed by a solid brand foundation. With the right positioning and messaging in place, these channels can work together in a synchronized fashion to help your brand foster meaningful dialogue with prospects and standout in a competitive market.