Saudi Arabia’s Founding Day (February 22nd) is a celebration of the country’s deep-rooted history, unity, and resilience. For businesses, this day presents an opportunity to reinforce brand identity by aligning marketing efforts with national heritage. By integrating Saudi traditions, culture, and values into branding strategies, companies can foster deeper engagement with local audiences and strengthen their market presence.
The Day commemorates the establishment of the First Saudi State in 1727, highlighting leadership, unity, and cultural pride. Businesses that embrace these themes in their branding can build stronger emotional connections with customers, demonstrating a commitment to Saudi heritage and national progress.
To authentically align with Saudi national heritage, businesses should focus on storytelling, design, partnerships, and community engagement. Here’s how:
1. Storytelling that reflects national pride
A brand’s narrative should honour Saudi Arabia’s historical milestones while showcasing its own contributions to the nation’s growth.
As an example, a Saudi-based company could share a heritage timeline showing how its journey aligns with the Kingdom’s development. Meanwhile, social media campaigns could feature employee stories that reflect personal or family connections to Saudi history.
2. Culturally inspired visual identity
Incorporating Saudi elements into branding—such as colour schemes, typography, and imagery—can enhance authenticity, in this case by using traditional Saudi patterns, Arabic calligraphy, or national colours (green and white) in logos and packaging. Brands could also seek to create limited-edition products featuring Saudi-inspired designs to celebrate Founding Day.
3. Partnering with local artisans and influencers
Collaborations with Saudi designers, artists, and cultural ambassadors can bring authenticity to branding efforts. Partnering with local calligraphers can provide unique Arabic typography in marketing materials, while working with Saudi influencers who promote cultural heritage can align their content with the brand’s messaging.
4. Themed marketing campaigns for Founding Day
A well-crafted campaign can connect the brand with national pride while engaging audiences. Launching a Founding Day video could showcase the brand’s journey alongside the nation’s progress. In parallel, creating a social media hashtag challenge should encourage customers to share stories related to Saudi heritage – and proved further User Generated Content.
5. Engaging employees in the celebration
Internal brand alignment is just as important as external marketing. Businesses should encourage employees to participate in Founding Day initiatives, and look to host educational workshops on Saudi history and cultural traditions, or organise a heritage-themed company event, incorporating local music, food, and attire, for example.
6. Supporting community and CSR initiatives
Brands that actively contribute to the local community strengthen their reputation and credibility, this could be through sponsoring cultural events, museums, or educational programs related to Saudi heritage, or launching CSR projects that support traditional crafts, historical preservation, or youth education.
The key points to remember with all of this are:
- Authenticity matters: Ensure that branding efforts genuinely reflect Saudi heritage and values.
- Visual identity should tell a story: Use national symbols, colours, and cultural motifs in branding.
- Engagement is key: Connect with local influencers, customers, and employees to foster meaningful participation.
- Long-term commitment: Aligning with national heritage should extend beyond Founding Day and be part of an ongoing brand strategy.
Founding Day is a valuable opportunity for businesses to reinforce their identity by embracing Saudi Arabia’s rich cultural heritage. Through thoughtful storytelling, strategic partnerships, and community engagement, brands can strengthen their connection with local audiences while contributing to the Kingdom’s broader vision. Aligning with national pride isn’t just about a one-day celebration—it’s about building an enduring brand legacy rooted in cultural authenticity.
