Offices in Dubai (Al Qusais) and Sharjah (Muweilah), working across the UAE, including Abu Dhabi, and in Oman.
7 Falcons strategy boards on a studio wall in Sharjah, a concept for this service. See the original work →
In short
Brand strategy is where a business decides who it is for, why they should choose it and what it should stop saying.In Sharjah, owners often arrive with a new licence, a second branch or a competitor next door doing the same thing at a lower price. We work with them from our Muweilah office: a diagnosis of the business, research into customers and competitors, a position, a message and, for groups, the structure that ties companies and products together. The result is a written strategy that you can hand to a designer, a sales team or an agency. You can sit down with the people doing the thinking, rather than send a brief into a queue, and challenge anything that does not sound like your business.
Trusted by
What is included
What brand strategy covers for Sharjah businesses
The depth depends on whether you are launching a business, growing one or repositioning one. A typical engagement includes:
01
Business and brand diagnosis
A frank look at how the business makes money, who actually buys and where the brand is helping or hurting.
02
Audience research
Who your best customers are, how they choose and what they say about you and your competitors.
03
Competitor review
What nearby and online competitors promise, how they look and where there is room to be different.
04
Positioning
One clear statement of who you serve, what you offer and why you are the better choice.
05
Messaging and narrative
The few ideas the business should repeat, in plain words, in Arabic and English.
06
Brand architecture
How a group, its companies, sub-brands and products relate, and which name appears where.
07
Naming direction
Criteria for a name and, where needed, a shortlist, with attention to how it works in both scripts.
08
Go-to-market and growth planning
Which customers to pursue first and which channels fit, so design and marketing spend follows a plan.
09
A written strategy to hand over
A document short enough to be read and specific enough to settle arguments.
To understand what a project like this costs, read our guide to branding costs.
A strategy wall for Trus Holding, a concept for this service.
When it helps
Signs a Sharjah business needs a clearer strategy
01
Everyone sells the same thing.
Trade is the biggest part of Sharjah’s economy: wholesale and retail made up 24% of GDP in 2023, per our UAE statistics page. In a trade-heavy economy, price is the easiest way to compete and the hardest to win.
02
More new businesses every month.
Sharjah issued 4,597 new business licences in the first half of 2026, up 5% year on year, and 2,514 of them were commercial licences. Each is a potential competitor, and a position is what keeps you from being compared on price alone.
03
A customer base that is not one group.
Non-citizens make up 89% of Sharjah’s population in the Sharjah Census 2025, according to our statistics page. A message built for one kind of customer may miss most of the rest.
04
A growing city.
The 2025 census counted 2,135,888 residents, up 51% over the decade. A business that grew with the city may still be describing itself the way it did at the start.
05
Several companies, one confusing name.
Family groups often run a trading company, a manufacturing arm and a food business under related names. Without a structure, customers do not know what the group does.
06
Marketing that changes every quarter.
If the message, the colours and the offer change each time someone new takes charge, nothing builds. A written strategy gives continuity.
Process
How we work on brand strategy in Sharjah
Every project follows the same four stages. This is what they mean here. Read more about our process.
01
Diagnose
We begin with the owners and the people who sell. We ask how the business makes money, who the best customers are, what you want to be known for and what you are tired of explaining. We review your materials and competitors and, where possible, speak to customers. You can join us at Muweilah for the working sessions.
02
Architect
We turn the findings into a position, a message and, for groups, a structure. We test the position against real situations: a sales conversation, a shopfront, a social post, an Arabic headline. We refine until it works in all of them, then write the strategy in plain language.
03
Deploy
We hand over the strategy and brief the next steps: identity, packaging, website, campaigns or sales material. Our designers can carry the work on, or the strategy can go to another team, since it is written to be understood by someone who was not in the room.
04
Compound
We review the strategy as the business changes, such as a new branch, a new product or a new competitor, and update it, so decisions keep pointing in the same direction.
Trus Holding colour swatches fanned on an oak table, ready for a brand strategy workshop, a concept for this service.The Trus Holding emblem on a navy board beside blank notes, mapped out during strategy, a concept for this service.
Selected work
Strategy at work in our portfolio
Strategy shows up in the work it shapes: a promise carried onto a truck, a family of companies kept distinct, a name with a story. These examples show the thinking behind the finished design.
We quote every project after a first conversation, so the proposal matches what the business needs. These are the things that move the cost and the timeline most.
A single business is simpler than a group whose companies each need a place in the structure.
Research depth
Interviews, customer conversations and competitor reviews each add time, and more people involved means more sessions.
Workshops
The number of working sessions at the Muweilah office or on your premises affects how much time the team spends with you.
Naming
A naming direction is smaller than a full name development with a shortlist and checks.
Languages
Writing the positioning and messaging in Arabic and English, not translating one into the other, adds writing time.
Follow-on work
Design, packaging, websites and campaigns that follow the strategy are scoped separately.
What clients say on Google
★★★★★5 out of 5 stars
Absolutely amazing experience working with this team. Their creativity, attention to detail, and understanding of branding is on another level. Highly recommended for anyone looking to elevate their brand presence.👍👍
We (Tayn Roastery) have been working with Abcon Branding for the past 4 years for social media management, packaging design, and printing services. Their team has always been professional, creative, and reliable with on-time delivery. We’ve been consistently happy with the quality of work and highly recommend them.
It is the decision about who you are for, why they should choose you and what you will say and not say. Design and marketing then express that decision. Without it, a logo or website is only a guess.
Can we work on the strategy in person in Sharjah?
Yes. Our Sharjah office is in Muweilah, and the working sessions often happen there. Bring the people who sell, who decide and who know the customers. We can also run a session on your premises if that is easier.
We have a new licence and no brand yet. Is strategy too much?
Not if it is scaled to the business. For a new company it may be a few focused sessions that settle the customer, the position and the name before any design is paid for.
We are a group of companies. Can you help structure the names?
Yes. Brand architecture is part of our strategy work. We decide whether the companies share one name, sit under a parent or stand alone, and set rules so new ones are easy to add.
Can you research our customers?
We interview customers and staff, review your sales and enquiry patterns and examine competitors. We say clearly what the research can and cannot tell you, and we do not invent statistics.
Will the strategy work in Arabic and English?
Yes. We write the positioning and key messages in both languages, with an Arabic version written for Arabic readers, not translated word for word.
Do we have to use you for the design afterwards?
No. The strategy is written to be handed to any designer or team. Many clients do continue with us, so the people who understood the thinking also do the identity.
What should we share before a brand strategy project in Sharjah?
Tell us what the business sells, who your best customers are and what you want to change. Share your logo, website, brochures and any past marketing, a list of competitors you are compared with and your trade licence details. Tell us who makes the final decision.
Do you work with businesses in Abu Dhabi and the other emirates?
Yes. We work with businesses in Abu Dhabi, Ajman, Ras Al Khaimah, Fujairah and Umm Al Quwain from our head office in Al Qusais, Dubai, and our office in Muweilah, Sharjah. We do not have an office in Abu Dhabi. Meetings happen in person at either of our offices, or online, whichever suits the project. Abcon Group also works in Oman.
Preparing the first conversation? Build a brand project brief around your business challenge, audience and priorities.
