Creating an iconic identity
Oman Brand Management Unit is in the final stages of launching a branding campaign for the Sultanate. As the countdown begins OER catches up with H H Sayyid Faisal bin Turki al Said, CEO, OBMU to get a first-hand account of the developments

Malaysia: Truly Asia, India: Incredible India, Hong Kong: Discover Hong Kong, Oman…, this is set to change from December 2008 as the Sultanate of Oman will have its own distinct brand identity and a message that sums up the essence of the country. Branding a nation is a concept that has been around for a while but it has recently caught the fancy of a number of countries like Finland, India, Montenegro, Greece, Slovenia, Singapore, Malaysia, Croatia, Estonia and Poland.

The government of Oman hired Landor Associates, a consultancy firm, three years back, with the mandate to start a branding process for the country. The firm carried out the spade work for the exercise and based on its recommendations an Oman Brand Management Unit (OBMU) was formed in 2007. Says H H Sayyid Faisal bin Turki al Said, CEO, OBMU, “It was felt that there is a need to have a dedicated entity that takes care of the entire branding process.” The enormity of the task at hand necessitates the need for such a unit. To draw a parallel while a branding message for a consumer product may work for a couple of years, the branding message of a country pans out over 15-20 years as it takes a long time to build up a particular association for a country. The challenge is to figure out what a country wants to achieve and then to mould that into an iconic identity. “The essence of Oman lies in its people, its heritage and culture and that is what we want people to come here and experience,” says Sayyid Faisal. The challenge for OBMU is to present the traditional strength of Oman in a modern idiom.

The one question that OBMU has been working overtime is – How do people perceive Oman? OBMU is expected to answer this query when it formally launches the brand Oman campaign in December 2008. The soft launch will see the unveiling of a national logo and an iconic message that sums up the essence of the nation and a campaign that will carry these across the globe.

To be effective, the core idea behind a brand needs to do various things. It needs to work on an emotional as well as a rational level so that it appeals to people’s hearts and minds. It must be relevant to all of the brand’s stakeholders and be distinctive. Finally, it must be true; it must get to the heart of the brand, avoid clichés, and outline a concept that is recognised as realistic and inspirational by all target audiences.

Four-fold approach
Based on extensive research the unit has identified four major pillars around which the campaign will play out. These being tourism, inward investment (business and trade), ICT and higher education. Tourism will be the first off the block and the effort is to send out a unified message about the country. This would be like the ‘Essence of Arabia’ campaign. The unit carried out studies in the Middle East, Europe, Asia and North America. Perceptions of Oman were hazy, confused and in some cases negative; Oman was seen as bureaucratic and sleepy.

There were background images of the ancient frankincense trail, hospitable and friendly people, rich heritage, breathtaking scenery, eco-friendly and forward thinking foreign policy. There were of course a variety of national nuances: Britons, Swiss, Emirates, Germans, Indians and other countries each regarded Oman slightly differently. The overall effort will be to package Oman as a modern and vibrant nation which is true to its heritage and culture.

OBMU and Landor have worked out a few key messages that Oman would like to project. For example, the Sultanate would like to highlight the path of natural growth that the country has pursued over the years. “During the past 38 years there has been no sudden shoot ups or dips in growth, rather there has been steady growth,” says Sayyid Faisal. This natural metaphor will also be used to promote the natural beauty of Oman.

Inward investment will promote Oman as a business destination. The effort will be to send out the right messages about the country in a transparent and accountable fashion. The OBMU will also keep an eye out on competitive reports and work on improving the international standing of the Sultanate. Omanis who have excelled in various fields will be used as brand ambassadors and their profiles will be leveraged for branding purposes. Products and services of repute will be highlighted in its campaigns. Says Sayyid Faisal, “The effort is to involve all the stakeholders in the process and create a dynamo effect.”

The OBMU is aware of the need to live up to the promise of the brand. For example, efforts to attract tourists need to be backed up with the requisite infrastructure, similarly investors should get the people with the right skills to take their business forward. OBMU sees 2009 and 2010 as crucial years for the success of the campaign. The unit will carry out regular audit of its initiatives to see whether its message is hitting home or not.

Aware of these challenges, the unit is planning to roll out the campaign in a calibrated fashion. Prior to the launch in December there will be a series of engagement workshops conducted jointly with Landor Associates for all sections of Omani society to disseminate information about the initiative. This will be followed in 2009 with a major education exercise in schools and colleges to engage the youth. “We will go in for a soft launch, educate people and then gradually phase out the programme in its entirety,” says Sayyid Faisal.

The right backing
The OBMU reports to a committee headed by H E Maqbool Ali Sultan, Minister of Commerce and Industry. The committee comprises members from the ministry of tourism, information, commerce and industry, the Royal Oman Police, the Omani Centre for Investment Promotion and Export Development and the Oman Chamber of Commerce and Industry. This high-level body empowers OBMU to implement its agenda. Its composition also reflects the political will and importance attached by the government towards the exercise.

A stronger recognition is expected to benefit the country in a number of ways. It will increase international trade opportunities and economic growth, enhance Oman’s appeal as a niche tourism destination and help in securing foreign investment. Branding will enhance Oman’s appeal to creative industries and build familiarity with and loyalty to Oman’s unique products and services. Finally, it will establish the Sultanate’s global connections. Sayyid Faisal sums up the need for such an initiative, “I am passionate about it because I strongly believe that it is time for the country to stop working in silos and to give out a unified message”

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