Brand Strategy for UK Brands Expanding into the Gulf
Confident, culturally aware brand strategy for UK-based lifestyle, F&B and hospitality ventures looking to grow 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, the UAE and Saudi Arabia, I’m a brand strategist trusted by UK 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 entering and expanding into the Gulf.
Proven Experience in the Gulf Region
I’ve partnered with UK-based and international brands to help them launch and grow across Dubai, Riyadh and Jeddah - defining positioning, refining their voice, and helping brands resonate in regional and global markets.
GCC Expansion Projects:
Bread Ahead - Positioning an Iconic London Bakery for Global Growth
I supported Bread Ahead’s expansion from London into the Gulf with refined brand positioning and a strategic franchise deck designed for international growth.
Brand Strategy & Positioning / Global Franchise Expansion
Burro Blanco - Strategic Brand Refresh & Positioning for QSR Franchise Growth in the UAE
I helped Burro Blanco reposition its brand for regional franchise growth, leading a strategic refresh to support expansion from the UAE into wider GCC markets.
Brand Strategy & Positioning / Global Franchise Expansion / Creative Direction (Visual Identity)
Client Testimonials - Across the UK & 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