In our interconnected world, brands are increasingly operating across borders – particularly here in the region and specifically between the UAE and Saudi Arabia, where markets are booming and audiences are digitally savvy. But while the region may be united by geography and cultures, communication styles and consumer expectations can vary widely.
So how can a brand tell a story that travels – one that feels personal and relevant, no matter where it’s heard?
Consistency NOT copy-paste
We know that a brand must be consistent, but that doesn’t mean identical. One of the biggest mistakes brands make is rolling out a global or regional campaign word-for-word and visual-for-visual in every market. What works in Dubai may fall flat in Riyadh, and vice versa.
Instead, think of your brand story like a song. The melody (your values, mission and purpose) stays the same, but the arrangement (tone, language, imagery, local relevance) should change to suit your audience.
✅ Don’t translate your message directly without context.
✅ Don’t use imagery or messaging that doesn’t reflect local cultural values.
✅ Don’t assume everyone consumes media the same way – platform preferences differ across countries.
Know the cultural code
What matters to your audience in the UAE may differ from what drives decision-making in Saudi Arabia. Saudi consumers, for instance, are increasingly value-driven, with strong engagement in purpose-led initiatives. UAE audiences tend to favour innovation, inclusivity, and regional leadership. Great storytelling considers this – not just in what you say, but in how you say it.
✔ Adapt your tone of voice for the local market (formal vs conversational).
✔ Use local references and case studies.
✔ Respect cultural sensitivities in images, symbols and colour use.
✔ Make space for Arabic-first content — it goes a long way in both trust and reach.
Meet people where they are (literally)
Platform behaviour varies by country. In Saudi Arabia, Snapchat remains a powerhouse. Instagram Reels, TikTok, and X dominate youth engagement. In the UAE, LinkedIn has more prominence in the business community, and lifestyle content performs well on Instagram and YouTube.
✅ Don’t assume the same content will fly on all platforms or in all markets.
✅ Don’t ignore format – short-form video, stories, and carousel posts all serve different roles depending on the platform.
Human stories travel best
Whether you’re speaking to an investor in Dubai or a customer in Jeddah, one thing cuts across borders: Authenticity. Human stories – those that reflect real experiences, challenges, values or aspirations – are far more likely to make an impact.
Consider featuring team members from different offices, spotlighting client success stories across the region, or even co-creating content with local influencers who already have trust and connection with their audience.
Be local. Think regional.
Your brand story is powerful. But for it to resonate, it needs to be tailored with intention. Communicating across borders isn’t about having one message for many – it’s about having one message told many ways.
We’ve been helping brands in the UK, UAE and Saudi Arabia craft compelling narratives that speak with local relevance and regional consistency for decades, so please do reach out if there’s anything at all we can help with, whether you’re just entering the market or looking to grow your presence. We’re more than happy to share our thoughts on cross-border comms strategy for a coffee or two!
