How to Build a Brand that Resonates with UAE Consumers: Key Insights for Entrepreneurs From Roman Ziemian

Global entrepreneur Roman Ziemian shares his insights on how entrepreneurs can craft a brand that resonates in the dynamic and diverse UAE market. When I first ventured into entrepreneurship in the UAE, I quickly realised that building a brand here is a unique challenge. The UAE is a melting pot of cultures, and the consumer base is incredibly diverse—making it both a powerful and nuanced market. To succeed, it’s not enough to just have a solid product or service; your brand needs to connect with the local audience on a deeper level. In my experience, this means understanding the values, preferences, and aspirations of UAE consumers. Here are some key insights for building a brand that resonates with consumers in the UAE—a place where innovation meets tradition, and global influences seamlessly blend with local heritage. Understand the Power of Luxury and Quality The UAE is synonymous with luxury, sophistication, and world-class quality. From high-end real estate to fashion and dining, consumers here appreciate the finer things in life. For entrepreneurs, this means your brand must reflect quality in every aspect—from the materials you use, to your customer service, to the overall experience you offer. However, this doesn’t always mean the most expensive option is the best. Consumers here also value value-for-money, especially when it comes to long-lasting quality. Whether you’re offering a luxury product or a more affordable option, ensuring a high standard of quality is paramount. I’ve seen firsthand how building a brand that prioritises quality resonates with consumers, and how it leads to long-term trust. A great example is Carrefour UAE, which has grown from a global supermarket chain to a key player in the local retail market by offering a wide