Why Storytelling is the Secret Ingredient in Building a Lasting Lifestyle Brand in the Middle East

Disclaimer: The views expressed here are my own as I explore an industry I am personally investing in through the launch of a street-wear brand- Diaspora .

1. Introduction: Setting the Scene

There was a time when the average consumer in the UAE felt like a walking billboard. Their shoes? Nike. Sunglasses? Ray-Bans. Clothing was often a mix of Zara or Massimo Dutti, while a Coach bag or something similarly recognizable completed the look. And as you climbed the socio-economic ladder, the brands became pricier and even more exclusive.

The UAE is home to over 200 nationalities, each bringing a unique cultural touchpoint, yet a shared aspiration unites everyone: the desire for a better life than the one they left behind. The population, nearly 88% expatriate, is distinctly divided into blue-collar and white-collar segments, with the white-collar group contributing significantly to a steadily growing consumer market. Over the past decade, consumer spending has risen in line with increased affluence and per capita income, establishing the UAE as a major hub for luxury and lifestyle brands.

Having grown up here, I saw how wearing these brands became a badge of achievement—a subtle but potent signal of success. It was almost as though owning these Western brands conferred a sense of accomplishment, mirroring the allure of a distant, “progressive” world.

Perhaps this is partly why some have called consumers in the region “plastic”—a term that, in my opinion, hints at a desire to emulate an ideal rather than an authentic identity. Of course, this isn’t universally true, but it’s a lens I’ve observed through my own experience.

Today, while brand prestige still plays a role, I sense a subtle shift, albeit gradual, as consumers begin to seek brands that speak more to their values, cultures, and aspirations. This shift mirrors what we see in mature economies, where products carry stories that resonate on a personal level rather than simply offering a label. It’s not yet a full-blown change in consumer habits, but like a pebble that can start an avalanche, I’d say we’re in the “pebble” stage of something potentially transformative.

2. A Diverse Market Landscape in Athleisure and Streetwear

The consumer apparel and lifestyle landscape in the Middle East is vast, so let’s narrow down to segments most relevant to my focus: the intersection of athleisure, streetwear, and fashion. This space includes a wide range of brands, each catering to different consumer tastes and demographics.

Accessible Brands and Outlet Accessibility At the more accessible end, brands like Adidas and Nike dominate, appealing to a broad consumer base with quality products and affordability. Outlet stores and frequent discounts make these brands highly accessible, drawing in a variety of consumer segments, from budget-conscious shoppers to those seeking exclusive, trend-forward collections. Accessible brands are estimated to capture around 50% of the market volume due to their widespread reach.

Elevated Experience Brands Brands like Lululemon and Alo Yoga represent the next tier, offering elevated experiences with a focus on premium quality and design. Their target audience often includes professionals and fitness-focused consumers who see these brands as lifestyle choices. Limited outlet availability and fewer discounts add to their aspirational appeal, and this segment holds approximately 25% of the market share, capturing the spending of consumers looking to invest in quality lifestyle apparel.

Exclusive High-End Brands The ultra-luxury segment, represented by brands like Gucci and Off-White, carves out a niche by blending art and exclusivity, appealing to those who see fashion as a luxury investment. Though high-end brands represent a smaller share by volume, they contribute significantly to the market’s financial share due to their premium price points. This exclusive segment holds around 15% of the market’s monetary share, emphasizing quality, rarity, and a fashion-forward ethos.

Indie and Value-Driven Brands Finally, indie brands such as The Giving Movement and Les Benjamins bring unique, regionally inspired aesthetics and story-driven products to the market. With a focus on sustainability and cultural relevance, they attract younger, value-driven consumers looking for brands that align with personal and regional identities. Indie brands are estimated to hold around 10% of the market share by volume, showing strong growth potential as Middle Eastern consumers increasingly value authenticity and purpose-driven brands.

Distinct Regional Trends: Moving Beyond Western Market Extrapolations

The Middle East is now emerging as a unique, standalone market for consumer analysis, rather than one defined by Western consumer behavior patterns.

Two critical factors underscore this shift. First, the Middle East’s economic and social growth projections far outpace those in other global markets. Saudi Arabia and the UAE, for instance, are both undergoing rapid transformation with economic diversification initiatives that boost consumer spending. Second, the region’s youthful, largely expatriate, and local, population is increasingly making the Middle East a more permanent home. This is fostering a dynamic, cultural exchange that shapes consumer tastes, with residents embracing brands that resonate with local as well as global influences.

3. The Power of Personal Narratives in Branding

Brand drives performance—period. Imagine two identical leather shoes: same materials, same build quality, same design. The only difference? One bears an unfamiliar brand, and the other is branded by a legacy name with a reputation rooted in heritage. Naturally, the branded shoe commands more demand, a higher price, and greater desirability because it has earned its reputation over time, linking its identity to quality and consistency. Brand value isn’t just a concept; it’s a powerful driver of consumer trust and preference, as illustrated by the Tracksuit and TikTok study, which found that brands with high awareness saw nearly three times the conversion rate of low-awareness brands, highlighting the substantial efficiency gains associated with strong brand recognition.

Defining Core Elements of Brand Building

While building a brand encompasses many elements, three core factors stand out: legacy, history, and associations.

• Legacy: A brand’s legacy is the foundation of its values and its connection to a specific community or demographic. This alignment of brand values with consumer identity creates a unique resonance with its target audience, transforming purchases into personal statements. Legacy-driven brands like Levi’s have long appealed to individuals who identify with authenticity and timeless style.
• History: History reinforces a brand’s reputation by consistently delivering quality and innovation, building trust over time. Consumers adopt not only a product but also a brand’s story, reflected in each new offering. Think of brands like Rolex or Chanel, which have cultivated an aura of luxury and reliability by demonstrating craftsmanship across generations.
• Associations: Influential partnerships play a critical role in a brand’s identity, often acting as catalysts for cultural or social movements. Iconic associations—like Nike’s Air Jordans with Michael Jordan or Adidas’ Yeezy line with Kanye West—don’t merely sell products; they embody lifestyles and aspirations. For example, the resurgence of the Adidas Samba can be attributed as much to endorsements by fashion influencers like Bella Hadid as to the brand itself, showing how people and culture drive brands forward as much as brands shape culture.

The Need for Authentic, Local Brand Narratives

In the Middle East, while global brands have found a strong foothold, there remains a cultural gap in organic brand building. Local representation is limited, and when global brands attempt to “localize” campaigns, they often fall short of reflecting the region authentically. For instance, while collaborations like Adidas’ Ravi restaurant sneaker did capture cultural essence meaningfully, many campaigns still default to Western-centric themes, occasionally adding only surface-level elements like images of women in hijabs.

However, brands like The Giving Movement are changing the landscape by focusing on values that resonate deeply with Middle Eastern consumers: contributing to local causes, supporting the regional economy, and aligning with community-centered aspirations. The Giving Movement’s use of social media influencers and partnerships with local celebrities has further reinforced its brand narrative, enabling it to build a loyal following among those seeking a brand that reflects their values and contributes meaningfully to the region.

Yet, to fully capitalize on the region’s growth potential and transition from niche brand to mainstream force, local brands must transcend paid partnerships and invest in grassroots movements. Long-term cultural impact will come not only from appealing marketing but from genuinely embedding the brand within the community. As the Middle East invests heavily in sports and entertainment, the narrative potential is immense. Local brands have the opportunity to collaborate with regional athletes and cultural icons, empowering them to tell their own stories and inspire future generations.

In short, the responsibility lies with regional brands to craft narratives that resonate on their own terms, avoiding superficial representations.

For a brand to thrive and build a lasting legacy, it must be authentic, rooted in shared values, and champion voices that represent the culture firsthand, not appropriated or misunderstood by external interests.

4. Audience Receptiveness—Why Storytelling Works in the Middle East

The first thing we must recognize about the Middle East today is its cultural diversity. The region has drawn a myriad of people from around the world, resulting in a unique fusion of identities not quite like those seen in other migrant communities, such as those in the UK or US. The Middle East’s geographic centrality—situated between Europe and Asia and serving as a global logistics hub—means that migrants can often maintain closer ties with their cultures. Sociologists call this phenomenon “cultural remittance,” where diasporic communities maintain close cultural exchanges with their home countries. This proximity allows for a more current, live cultural exchange, enriching the stories and shared experiences among the region’s residents and creating a vibrant landscape for authentic storytelling in branding.

Embracing Regional Heritage and Values

Beyond its multicultural makeup, the Middle East itself boasts a rich heritage that influences how brands resonate with local audiences. Cultural norms—such as the formality in relationships, attire, and language—remain integral to many residents’ identities and impact consumer expectations. This desire for respect and recognition was prominently displayed during the Qatar 2022 World Cup, which showcased Arab hospitality, ideals, and vision on a global stage, revealing the profound pride that many Middle Eastern consumers have in their heritage.

The region’s longstanding history with arts and poetry further supports the importance of narrative and storytelling. From Islamic art to Arabic poetry, cultural expressions that evoke emotion and reflect community values have always held a prominent place in the Middle East. Research shows that brands able to incorporate these emotional and cultural touchpoints foster deeper connections with audiences. As my research outlines, emotional branding and customer loyalty are strongly correlated, with consumers more likely to remain loyal to brands that resonate with their identities and values. This alignment taps into what’s known as “emotional branding”—a strategic approach that builds lasting consumer loyalty through shared values and emotional connections.

The Power of Purpose and Local Engagement

Brands that incorporate local aspirations and social causes have also seen success in this region. The Giving Movement, for instance, embodies values that align with regional concerns, such as environmental sustainability, supporting local economies, and raising awareness for causes like the plight of Palestinians. Their minimalistic designs, while understated, convey messages that resonate with a younger generation increasingly concerned with social impact. The Tracksuit and TikTok study highlights how increased brand awareness, especially when tied to meaningful causes, improves brand performance and creates loyal advocates. It’s a testament to the value of “conscious branding”—consumers are drawn to brands that aren’t solely profit-driven but contribute to broader social goals.

However, while The Giving Movement has leveraged social media influencers and partnerships to great effect, local brands can only reach their full potential by investing in grassroots engagement. As noted in my research, customer loyalty is bolstered when brands focus on fostering strong, authentic communities rather than relying exclusively on transactional relationships or paid partnerships. In a fast-evolving landscape, consumers increasingly expect brands to contribute to the fabric of society, building trust and loyalty by supporting local stories and values.

A Future Built on Shared Stories and Local Heroes

The Middle East’s growing investments in sports and entertainment signal a bright future for homegrown brands to step into the spotlight, building narratives that resonate with the region’s youth. Supporting local athletes, influencers, and cultural icons creates a foundation for these stories, inspiring future generations. As my research emphasizes, loyalty is not just about brand recall; it’s about embedding a sense of equity and belonging within consumers’ lives. By reflecting the stories and aspirations of the Middle East, brands can create a sustainable connection with the communities they serve and become essential parts of a shared regional identity.

5. Can Legacy and Global Brands be Challenged?

The first point to emphasize is that the market is not limited. Adopting an abundance mindset for the marketplace of tomorrow reveals that there’s ample room for both incumbent global brands and emerging local players to not only coexist but actively support each other’s growth. Contributing meaningfully to society means that society itself will continue to expand its wants, desires, and needs, creating space for a diverse range of offerings. In other words, it’s not a zero-sum game, as it’s often portrayed; rather, a thriving marketplace can nurture a spectrum of options for consumers at every level.

The marketplace of tomorrow has space for both incumbents and newcomers to coexist and even support each other’s growth. It’s not a zero-sum game but a dynamic landscape that allows for diverse offerings and contributions.

The Bigger Question: Can the Region’s Stories Be Exported?

As brands in the Middle East become more established, the next challenge is exporting these culturally rich stories beyond regional borders. This task—taking local stories global—is a long-term endeavor, likely taking years, if not decades, to achieve. It requires sustained effort, a deep understanding of both regional and global consumer psychology, and a strategic approach that doesn’t dilute the brand’s core values. As scale grows, there’s a risk that fundamental, value-driven propositions may lose their essence if the focus shifts solely to volume rather than authenticity.

The Risk of Over-Adaptation by Global Brands

Another consideration is the role of legacy brands, which often respond quickly to market shifts. Incumbent brands are not just passive observers—they employ sizable teams and strategists who understand how to build granular, market-specific narratives. We’ve seen how quickly global brands can pick up on social media trends, but sometimes this speed cheapens the overall experience, as the monetization of a trend can erode its original meaning. This raises the question of sustainability in brand positioning: How can local players maintain their unique selling propositions (USPs) and adapt to changing consumer demands, especially as trends go out of fashion rapidly?

This is where strategic positioning, such as Porter’s Five Forces or more complex frameworks, becomes critical for local brands. For these brands to survive and thrive, they must continuously evaluate:

• What values should they hold onto?
• How should they structure their business?
• Should they position themselves as inclusive or exclusive brands?

Local brands’ agility will be key to staying relevant, allowing them to pivot as consumer preferences evolve while holding onto the core values that resonate with their audience.

The Potential for Collaboration

Increasingly, we’re seeing examples of global-local collaborations that benefit both parties. Such collaborations combine the global brand’s reach with the local brand’s cultural insights. For instance, collaborations like On Running’s partnership with Loewe and others show how brands can blend their strengths to create unique products that resonate across different consumer bases. These types of partnerships could be an exciting direction for Middle Eastern brands, creating hybrid products that offer both authenticity and widespread appeal.

As the region grows, the path forward is about creating a collaborative ecosystem that brings together local ingenuity and global influence. By working alongside international brands, local brands have the chance to deepen connections with their audience and amplify their impact.

Perhaps the future of branding in the Middle East is a collaborative one, where local and global brands work together to enrich the ecosystem, delivering a richer, more diverse array of choices to consumers. By partnering strategically, they can ensure that local stories, values, and identities are not only preserved but elevated on a global stage, allowing the region’s narratives to impact a worldwide audience.

6. What It Takes to Build a Lasting Brand Through Storytelling

Building a brand that endures isn’t just about creating a strong identity; it’s about establishing a consistent relationship with consumers that stands the test of time. Longevity demands more than catchy campaigns; it requires a deep, ongoing connection with audiences, often through shared stories, values, and community engagement.

1. The Foundation of Brand Longevity: Consistency, Relevance, and Adaptability

Brands that last are those that consistently deliver on their promises. Consumers gravitate toward brands they trust, which is often the result of reliability and a steady brand message. For instance, Nike has faced challenges in maintaining its brand’s perceived value over the years. Under a previous CEO, Nike leaned toward short-term strategies, focusing heavily on fast turnover and trend-based marketing, which eroded its long-standing association with high performance and authenticity. This shift diluted Nike’s brand identity among its core audience, who had come to value it as a symbol of athletic excellence. Only recently, with the brand’s renewed focus on core values and the upcoming Olympics 2024, has Nike begun to recapture its intrinsic value by reconnecting with its roots in performance and innovation.

In the Middle East, brand longevity also means upholding local values while adapting to the region’s rapid evolution. To sustain relevance, brands must build stories that reflect current cultural and social values, ensuring each campaign resonates on a personal level. Authentic storytelling allows consumers to see themselves in a brand, transforming transactions into a shared journey.

2. Engaging Through Digital and Physical Experiences

In today’s digital landscape, the importance of a robust online presence cannot be overstated. But it goes beyond visibility—digital marketing tools offer unique opportunities to engage with audiences directly, allowing brands to build relationships in real-time. A brand that lasts leverages social media, interactive platforms, and personalized digital experiences to strengthen these connections.

Brands can also create lasting memories through in-person interactions. Pop-up events, limited-edition product releases, or culturally immersive experiences are powerful tools for establishing loyalty. These moments become stories that customers carry with them, solidifying the brand’s place in their lives. This strategy has been particularly successful for brands that align their digital efforts with physical experiences, creating a multi-dimensional relationship with consumers.

3. Structuring the Brand’s Story Around Core Values

A brand’s story must be anchored in values that resonate deeply with its audience. For instance, sustainability has become central to many modern brands, as consumers increasingly value environmental consciousness. But it’s not just about the message—it’s about embodying those values through actions. Brands that commit to ethical sourcing, sustainable materials, and environmental responsibility build trust that transcends fleeting trends.

In the Middle East, aligning with values such as community support, cultural preservation, and social responsibility can foster strong connections. By integrating these elements into their brand story, local companies can distinguish themselves from global counterparts, creating an emotional bond with consumers that enhances loyalty.

4. Keys to Success in Story-Driven Marketing

Creating an impactful brand story doesn’t happen by accident—it requires intentionality and strategy. Here are some steps for crafting a story that resonates and endures:

• Showcase Founders and Team Members: Highlight the people behind the brand, sharing their journeys and the values that drive them. Humanizing the brand gives consumers a face and a story to relate to.
• Engage in Community Storytelling: Draw inspiration from customer experiences, showcasing how the brand impacts their lives. This positions consumers as part of the brand’s journey and strengthens the communal aspect of brand loyalty.
• Maintain a Dynamic, Responsive Strategy: As values and trends shift, brands must stay agile. The ability to pivot—whether in response to feedback or changing social dynamics—ensures that the brand remains relevant and keeps pace with its audience’s evolving needs.

Ultimately, brand longevity in the Middle East requires a blend of cultural respect, innovation, and genuine connection. As the region continues to grow, brands that ground themselves in storytelling will not only stand out but thrive, becoming a cherished part of the community they serve.

7. Cautions and Considerations

When entering the Middle Eastern market or building a brand with a strong storytelling foundation, brands often face common pitfalls that can undermine their growth and reputation. Avoiding these missteps can mean the difference between creating a lasting brand and struggling to resonate with consumers.

1. Emulate, Don’t Replicate

While influence and aspiration from global brands can be inspiring, it’s essential not to simply replicate existing brands from around the world. Local brands have the unique opportunity to tap into a rich cultural tapestry, and there’s room for creative individuality that reflects regional values and stories. Drawing from international trends is valuable, but true success comes when brands bring something fresh and distinct that can only come from the Middle East.

2. Prioritize Product Quality Over Associations

A common mistake is to rely on strong brand associations or influencer partnerships to compensate for an underwhelming product. No matter how compelling a story might be, if the product doesn’t meet consumer expectations, the brand’s reputation can suffer long-term. Understanding the specific needs and expectations of your customer base within your product segment is essential. A strong brand story cannot mask the flaws of a poor-quality product, and overcoming this stigma may take years.

3. Don’t Overdo Exclusivity

Exclusivity can sometimes feel like a mark of prestige, but overly restricting access to products—especially early on—can prevent brands from building the traction they need. If your brand is value-driven, focus on sustainable production rather than creating artificial shortages. Increasing product accessibility, especially in the initial stages, helps build brand familiarity and consumer loyalty, creating a stronger foundation for the brand’s growth.

4. Avoid Inauthentic Storytelling

Today’s consumers are adept at identifying authenticity. Forced or overly artificial storytelling can come off as insincere, potentially alienating your audience. Have a genuine story, and tell it in a way that resonates. Even if not every product is directly tied to a brand narrative, there’s room for exploration. Some items can simply be “cool” or experimental. However, don’t stray from your brand values, as inconsistency in messaging can lead to obscurity and dilute the brand’s identity over time.

5. Building Associations Takes Time and Genuine Effort

Creating meaningful associations is not something money can buy. Building a grassroots movement takes patience, a commitment to reinvest earnings back into the brand, and a team that understands the importance of consistency. Associations should start at the community level, potentially even with younger demographics, and grow organically. Listening to those you’re connecting with, allowing them to influence the brand’s journey, is essential to building a “living” brand—one that adapts and evolves through ongoing engagement.

6. Flexibility Over Rigidity

Early-stage brands often treat decisions as irreversible, but adaptability is a strength, especially in the initial phases. The more you tune into your consumers’ core needs, the more you’ll learn to influence their preferences over time. Yet, resist the urge to get swept up by every trend. Micro-trends are fleeting, and chasing each one can dilute your brand’s identity. Focus on the larger picture and the values that are central to your brand.

7. Never Make False Promises

Above all, don’t overpromise and underdeliver. If your brand is a work in progress, communicate that clearly. Consumers respect honesty, and a transparent approach fosters trust. It’s far better to build credibility by sharing the journey than to lose consumer confidence by pretending to have achieved something you haven’t.

Conclusion: The Future of Storytelling in Middle Eastern Branding

In the end, storytelling isn’t just a tactic; it’s the foundation for building brands that last. For companies in the Middle East, this isn’t just about tapping into local pride or culture—it’s about creating a genuine, lasting connection with an audience that’s as diverse as it is discerning.

In the end, storytelling isn’t just a tactic; it’s the foundation for building brands that last. For companies in the Middle East, this isn’t just about tapping into local pride or culture—it’s about creating a genuine, lasting connection with an audience that’s as diverse as it is discerning. Brands grounded in authenticity and community values are the ones that will stand the test of time, building loyalty not just because of the products they offer, but because of the deeper narratives they represent. As consumers increasingly seek brands that resonate with their identities, the brands that step up to tell those stories will carve out a meaningful place in the region.

There’s also a whole new frontier here. Middle Eastern brands now have the potential not only to thrive within the region but to inspire on a global scale. Imagine a future where the stories we create here—rooted in rich heritage, modern aspirations, and a fresh take on what luxury and lifestyle mean—begin to impact other markets. That’s the exciting possibility for local brands that continue to grow and evolve: introducing the world to a new chapter in the Middle East’s story, one that’s as compelling as it is authentic.

And perhaps the key to it all is collaboration. As the region grows, the path forward is about creating a collaborative ecosystem that brings together local ingenuity and global influence. By working alongside international brands and across sectors like entertainment and sports, local brands have the chance to deepen connections with their audience and amplify their impact.

Ultimately, the future of storytelling in branding here is about more than strategy; it’s about listening, adapting, and being true to the stories that matter. The brands that succeed will be the ones that don’t just sell products, but honor and elevate the voices of the communities they serve, building something real and enduring.

Afnan Tayyab is a Middle East-based entrepreneur and IESE MBA graduate with a passion for storytelling and brand building. He’s currently launching a lifestyle brand that celebrates authenticity and cultural heritage.

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