Entrepreneurship is gaining in popularity in the UAE with ever more businesses popping up, especially in the food and retail sector. A friend recently remarked to me: “How do all these emerging fashion designers make profits? I feel that the market is saturated.”
While it may seem that way – a factor that could deter aspiring entrepreneurs who worry about competition – when a business brands itself properly, the competition and everything else around it becomes of no concern. This is because the business has that distinguishing factor, that interesting brand story that makes it stand out.
Two weeks ago, I held our third Anjez business motivational talk with a brand strategist from Kuwait, Mohammed Al Robaian, who highlighted how branding is a large component of the success of a business.
We cannot deny how a solid investment and a good team are important components in the formula of success, but we should also not overlook the power of properly branding our business and maintaining its reputation.
To establish a brand and a reputation to go with it, here are few factors to consider:
1. Develop your mission statement.
If you are opening a restaurant, it is not just about selling food. What does the restaurant represent? What are its values? For instance it could be along the lines of: “To provide healthy food options at great prices”. Your mission statement encompasses what your business stands for.
2. Your brand and marketing should revolve around your mission statement.
Once you have set your mission statement and what your values are, start working on your brand identity.
3. Take your time to develop your brand identity.
As my guest speaker Mr Al Robaian mentioned in his talk: “Brand is more than a logo, it’s a story”. What does your brand stand for? What is its story? Let’s look at Starbucks, for instance. It not only sells coffee, it’s also a place where you can spend hours working, meeting clients, or just hanging out with friends.
4. Your brand identity and mission statement must be aligned.
If your mission is for your customers to receive a VIP treatment, then incorporate that into the way you address them, the invitations they receive, and how they are treated in-store. Your brand identity should reflect your mission statement not only in how your brand looks, or what your customer sees but also in how they experience your brand.
5. Take your branding out for a walk before you launch.
Once you have started developing your brand identity, it is important to test how others see it. Conduct the experiment on potential customers. When you are working on your brand identity, keep your own feelings and assumptions on how you think your brand should look and feel to yourself. The most important thing is how your customers feel about it. For instance you might like a certain font, but it might not be commercial or appeal to your target audience. Start by conducting a survey, or a small conversation with your target audience.
6. Maintain a relationship with your clients.
Even after you launch the business, keep an open conversation between you and your customers to continuously enhance the brand’s experience. That could be carried out via rating cards handed to restaurant customers at the end of the dinner, an email survey, or by simply asking them to suggest ways to enhance the experience. Some brands utilise their social media platforms for this purpose. They conduct a competition asking clients to provide feedback; those who do so are then eligible for a draw. Social media also provides a great platform to start a discussion group.
There will always be some competition, but how you brand your business and maintain its reputation can go a long way, and is probably the main reason behind its success.
Manar Al Hinai is an award-winning Emirati writer and communications consultant based in Abu Dhabi. Twitter: @manar_alhinai.
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Essentials
The flights
Etihad and Emirates fly direct from the UAE to Delhi from about Dh950 return including taxes.
The hotels
Double rooms at Tijara Fort-Palace cost from 6,670 rupees (Dh377), including breakfast.
Doubles at Fort Bishangarh cost from 29,030 rupees (Dh1,641), including breakfast. Doubles at Narendra Bhawan cost from 15,360 rupees (Dh869). Doubles at Chanoud Garh cost from 19,840 rupees (Dh1,122), full board. Doubles at Fort Begu cost from 10,000 rupees (Dh565), including breakfast.
The tours
Amar Grover travelled with Wild Frontiers. A tailor-made, nine-day itinerary via New Delhi, with one night in Tijara and two nights in each of the remaining properties, including car/driver, costs from £1,445 (Dh6,968) per person.
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The Buckingham Murders
Starring: Kareena Kapoor Khan, Ash Tandon, Prabhleen Sandhu
Director: Hansal Mehta
Rating: 4 / 5
Founders: Abdulmajeed Alsukhan, Turki Bin Zarah and Abdulmohsen Albabtain.
Based: Riyadh
Offices: UAE, Vietnam and Germany
Founded: September, 2020
Number of employees: 70
Sector: FinTech, online payment solutions
Funding to date: $116m in two funding rounds
Investors: Checkout.com, Impact46, Vision Ventures, Wealth Well, Seedra, Khwarizmi, Hala Ventures, Nama Ventures and family offices
The specs
Engine: 1.5-litre 4-cylinder petrol
Power: 154bhp
Torque: 250Nm
Transmission: 7-speed automatic with 8-speed sports option
Price: From Dh79,600
On sale: Now
The specs: 2019 Haval H6
Price, base: Dh69,900
Engine: 2.0-litre turbocharged four-cylinder
Transmission: Seven-speed automatic
Power: 197hp @ 5,500rpm
Torque: 315Nm @ 2,000rpm
Fuel economy, combined: 7.0L / 100km
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The Penguin
Starring: Colin Farrell, Cristin Milioti, Rhenzy Feliz
Creator: Lauren LeFranc
Rating: 4/5
The Details
Kabir Singh
Produced by: Cinestaan Studios, T-Series
Directed by: Sandeep Reddy Vanga
Starring: Shahid Kapoor, Kiara Advani, Suresh Oberoi, Soham Majumdar, Arjun Pahwa
Rating: 2.5/5
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Profile of Udrive
Date started: March 2016
Founder: Hasib Khan
Based: Dubai
Employees: 40
Amount raised (to date): $3.25m – $750,000 seed funding in 2017 and a Seed round of $2.5m last year. Raised $1.3m from Eureeca investors in January 2021 as part of a Series A round with a $5m target.
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Stage 2
1. Mathieu van der Poel (NED) Alpecin-Fenix 4:18:30
2. Tadej Pogacar (SLV) UAE Team Emirates 0:00:06
3. Primoz Roglic (SLV) Jumbo-Visma 0:00:06
4. Wilco Kelderman (NED) Bora-Hansgrohe 0:00:06
5. Julian Alaphilippe (FRA) Deceuninck-QuickStep 0:00:08
COMPANY PROFILE
Founders: Alhaan Ahmed, Alyina Ahmed and Maximo Tettamanzi
Total funding: Self funded
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Racecard
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FFP EXPLAINED
What is Financial Fair Play?
Introduced in 2011 by Uefa, European football’s governing body, it demands that clubs live within their means. Chiefly, spend within their income and not make substantial losses.
What the rules dictate?
The second phase of its implementation limits losses to €30 million (Dh136m) over three seasons. Extra expenditure is permitted for investment in sustainable areas (youth academies, stadium development, etc). Money provided by owners is not viewed as income. Revenue from “related parties” to those owners is assessed by Uefa's “financial control body” to be sure it is a fair value, or in line with market prices.
What are the penalties?
There are a number of punishments, including fines, a loss of prize money or having to reduce squad size for European competition – as happened to PSG in 2014. There is even the threat of a competition ban, which could in theory lead to PSG’s suspension from the Uefa Champions League.
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India team for Sri Lanka series
Test squad: Rohit Sharma (captain), Priyank Panchal, Mayank Agarwal, Virat Kohli, Shreyas Iyer, Hanuma Vihari, Shubhman Gill, Rishabh Pant (wk), KS Bharath (wk), Ravindra Jadeja, Jayant Yadav, Ravichandran Ashwin, Kuldeep Yadav, Sourabh Kumar, Mohammed Siraj, Umesh Yadav, Mohammed Shami, Jasprit Bumrah.
T20 squad: Rohit Sharma (captain), Ruturaj Gaikwad, Shreyas Iyer, Surya Kumar Yadav, Sanju Samson, Ishan Kishan (wk), Venkatesh Iyer, Deepak Chahar, Deepak Hooda, Ravindra Jadeja, Yuzvendra Chahal, Ravi Bishnoi, Kuldeep Yadav, Mohammed Siraj, Bhuvneshwar Kumar, Harshal Patel, Jasprit Bumrah, Avesh Khan
Read more from Aya Iskandarani
The specs: 2018 Nissan Patrol Nismo
Price: base / as tested: Dh382,000
Engine: 5.6-litre V8
Gearbox: Seven-speed automatic
Power: 428hp @ 5,800rpm
Torque: 560Nm @ 3,600rpm
Fuel economy, combined: 12.7L / 100km
Abu Dhabi GP schedule
Friday: First practice - 1pm; Second practice - 5pm
Saturday: Final practice - 2pm; Qualifying - 5pm
Sunday: Etihad Airways Abu Dhabi Grand Prix (55 laps) - 5.10pm
How to protect yourself when air quality drops
Install an air filter in your home.
Close your windows and turn on the AC.
Shower or bath after being outside.
Wear a face mask.
Stay indoors when conditions are particularly poor.
If driving, turn your engine off when stationary.
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UAE currency: the story behind the money in your pockets
