I was delighted to be invited as a guest on the CREW podcast hosted by business matchmaker Carmen Taubman, who connects founders, consultants and business experts in Dubai with real intention.
In this 15-minute conversation, we cover everything from running a business before Instagram even existed (yes, really!) to how I now help UK businesses expand into Dubai the right way. We also discuss:
- Why “ugly” brands sometimes win but miss out long term
- The biggest branding mistakes founders make in Dubai
- Why real luxury is not about price tags
- What it takes for international brands to earn respect in Dubai’s market
- How purpose and giving back became part of my business DNA from day one, 25 years ago
You can listen to the full conversation on the CREW podcast or read my blog below for the key takeaways and insights from our discussion.
In today’s business world, brand values are more important than ever, especially for the younger generations. They care deeply about what a business stands for, how it operates, and the choices it makes. From sustainability to ethical sourcing and craftsmanship, modern consumers want to support brands that reflect their own beliefs.
Understanding what your brand stands for
When working with clients at Creative ID, I often find that many come to me asking for a new logo or a brand refresh. But before we discuss design, I take a step back. I ask about the heart of their business. What does it stand for? What are its values?
If a client is unsure, I work closely with them to uncover and define their values and create a brand story that reflects who they are. Every business faces competition, but what truly sets one apart is its unique values and the way it communicates them. A brand built on a clear purpose shines brighter and connects more deeply with its audience.
The importance of brand values
Consumers today pay attention to every detail of a brand’s story. They want to know where materials come from, which artisans are involved and how sustainably products are made. It is no longer enough to simply have a beautiful product. A strong brand communicates why it chooses sustainable materials, handmade craftsmanship or artisanal processes instead of mass production.
Businesses that clearly express these values build trust and loyalty. It also helps them stand out in a crowded market.
The branding challenges many businesses face in Dubai
In Dubai, image plays a significant role, but many businesses focus too heavily on visuals and overlook their brand message, I often find. Flashy visuals can capture attention, but without a meaningful story, they do not build connection or trust.
Some brands also rely solely on Instagram to promote themselves, but branding goes far beyond social media. True brand building includes email marketing, content creation, SEO, networking and so much more. Consistency across every touchpoint helps create a strong brand presence.
Organisations and communities that encourage real-world networking, such as CREW, also play an important role. Building relationships face to face often has more long-term value than a polished Instagram feed. Consumers are increasingly discerning and can easily see through brands that lack sincerity or purpose.
Building relationships and adapting for success in Dubai
Relationships are at the heart of business, and especially in Dubai. After 25 years in business, I’ve seen how essential personal connections are for long-term success. In industries like events and hospitality, strong relationships built on trust, respect and reputation help businesses thrive, even when timelines are short.
Dubai is a true melting pot of cultures, faiths and influences. A successful brand must speak to this diversity with cultural sensitivity and awareness. UK businesses expanding into Dubai cannot simply copy and paste their approach. They need to localise their visuals, messaging and look for collaborations to ensure cultural relevance.
‘Luxury’ in Dubai also takes on a deeper meaning. It’s not just about price, but about experience and attention to detail. For UK businesses entering this market, understanding what luxury means locally is key. Working with local suppliers, engaging in regional shoots and forming meaningful partnerships are all important steps.
Commitment and presence matter
To succeed in Dubai, brands need to demonstrate commitment. Some UK businesses express interest in expanding here but fail to visit or engage regularly. To earn respect and build credibility, brands must have a consistent local presence. Attending industry events, building partnerships and nurturing connections are all part of that process.
Without that commitment, it is easy for local suppliers and professionals to feel overlooked. Integration, collaboration and respect for the local industry are essential for success.
Making purpose part of your business
Giving back has always been part of Creative ID’s DNA. From day one, I pledged to donate 10 percent of profits to charity. In the early days, this was not about financial performance but about a desire to make a difference. As the business grew, so did the scale of giving.
Today, my giving includes pro bono work for charities, mentoring individuals who work in the charity sector and environmental initiatives such as tree planting. This commitment to community and sustainability has never been an afterthought, but a core part of how I define success.
Building a business that makes an impact
For me, giving back is both a responsibility and a privilege. It is about contributing to something bigger than myself. Growing up in a family that built schools, hospitals, and orphanages shaped how I see business… not just as a way to make money but as a platform for positive change.
Running a business is challenging, but having a clear purpose makes every challenge worthwhile. Businesses that combine strategy, creativity and compassion will continue to stand out. When values and purpose are at the core of a brand, success follows naturally.
Thank you to CREW for inviting me as a guest on your podcast. I really enjoyed our engaging conversation.
Let’s design something that’s truly yours.
Until next time,
Vaishali