Brand Strategy for Gulf-Based Ventures

Confident, culturally aware brand strategy for lifestyle, F&B and hospitality ventures in Dubai, Riyadh, Jeddah and across the GCC.

I help founders and marketing leads define their market positioning, clarify their brand purpose, and shape identities that resonate - with local audiences and international partners alike.

What Brand Strategy Covers

Before you design or market anything, strategy sets the foundation. It defines your purpose, positioning, and promise - so your brand resonates with the right people, in the right market. Here’s what I focus on:

  • Defining where your brand sits within the Gulf market - what you stand for, what sets you apart, and how you can show up with confidence and distinction.

  • Uncovering the deeper ‘why’ behind your business and articulating guiding principles that shape both long-term vision and day-to-day decision-making.

  • Understanding who you're speaking to - their mindset, motivations, and expectations - so your brand connects meaningfully with the people who matter most.

  • Analysing your competitive landscape to identify gaps, opportunities, and strategic angles that position your brand effectively in a crowded or emerging market.

  • Crafting a compelling narrative, tone of voice and core messages that resonate across every channel - from your website to pitch decks and social media.

  • From brand pillars to positioning statements and value propositions, I’ll help you build a strategy that supports clear communication, scalable growth, and focused creative development.

Meet Marc Cross

With over 15 years of experience building brands across London, UAE, and Saudi Arabia, I’m a brand strategist trusted by founders, marketing leaders, and global businesses.

As Co-Founder and Creative Director of international branding agency Klinical, I’ve led high-impact strategy projects for lifestyle brands throughout the Gulf.

Proven Experience in the Gulf Region

I’ve partnered with brands across Dubai, Riyadh, and Jeddah - helping lifestyle, F&B, and hospitality ventures define their positioning, refine their voice, and resonate with global audiences.

Choose a strategy package based on your goals, timeline, and market needs:

1. Core Brand Positioning

A focused, high-impact engagement designed to define your brand’s strategic foundation quickly and clearly. Ideal for businesses on tight timelines, companies exploring repositioning, or teams seeking sharper internal clarity around brand direction.

This approach is rooted in insight gathered through stakeholder input and strategic questioning - without external research. It excludes competitor analysis, audience personas, and market data, focusing instead on capturing your brand’s core: what it stands for, how it communicates, and where it’s headed.

Includes:
– Stakeholder discovery session
– Brand audit and internal review
– Mission, vision, values, market positioning and brand messaging
– 12-page PDF strategy document with key recommendations

2. Complete Brand Strategy

A comprehensive, research-led engagement designed to define your brand from the ground up with depth, clarity, and cultural relevance. Ideal for businesses preparing for growth, entering new markets, or looking to build a fully articulated strategy that informs identity, communications, and long-term decision-making.

This approach combines internal discovery with Gulf-specific market insight - including competitor analysis, regional audience research, and category trends - to shape a differentiated positioning rooted in purpose and relevance.

Includes:
– Stakeholder discovery session(s)
– Market, audience, and competitor analysis (GCC-focused if needed)
– Mission, vision, values, market positioning and brand messaging
– Tone of voice, brand personality, and storytelling
– 30 page PDF strategy document with final recommendations

Not sure which approach is right? I’m happy to recommend the best-fit package based on your goals, audience, and market focus.

Client Testimonials - Across the GCC

"I’ve worked with Marc on multiple branding projects in both Dubai and London, often supporting clients as they prepare for expansion or move into franchising. What really sets him apart is his ability to turn complex business goals into clear, confident brand positioning. He combines strategic insight with creative thinking, shaping brand narratives that feel both commercially sound and visually engaging. Every project has gone above and beyond, and I always look forward to the next collaboration.”

Charlie Mander - Co-Founder / Presman & Colard

“Marc has been a key branding partner for me over the past six years, helping to develop hospitality brands like KOA, Myra, and most recently HAZAL. His approach is thoughtful and strategic, ensuring each brand is grounded in strong positioning and brought to life with clarity and creativity. From naming to identity design, he knows how to make a brand resonate in the Saudi market. His work has been instrumental in creating concepts that feel both authentic and commercially strong.”

Amro Bagedo - Founder & CEO / KRAIV & KAB Holding

“Working with Marc on the rebrand for Global Academy International - a group of successful schools with a rich history, founded by my father - was a brilliant experience. He brought clarity to our thinking, helping reposition the brand with confidence while respecting its legacy. From our founding schools in Qatar to our expansion into Saudi Arabia via franchising, Marc’s insight, strategic focus, and collaborative approach made a lasting impact on the outcome.”

Omar Al Sheikh - Vice Chairman / OWMNYA Holding

Brand clarity starts here.