Problem
The Mohamed Hareb Al Otaiba (MHAO) Group, a UAE-based conglomerate with a legacy dating back to 1946, sought to streamline its brand messaging across platforms. Despite its leadership in key sectors such as transportation, technology, retail, and F&B, the company’s digital presence needed a fresh, strategic narrative. The leadership team wanted to honor the company’s legacy while aligning future communication with its vision and values.
Action
Leveraging expertise in digital branding and content strategy, I collaborated with the MHAO Group’s leadership to create a cohesive brand communication framework:
- Discovery and Brand Positioning
- Conducted workshops with senior management to uncover core values and priorities.
- Performed a keyword audit to ensure SEO alignment and relevance to target audiences.
- Defined brand positioning that reflects the group’s rich heritage and future-focused vision.
- Content Strategy and Messaging
- Developed guiding principles, key messages, and a unified voice and tone to inform all communication.
- Created a content roadmap to guide ongoing development across the group’s diverse portfolio of brands.
- Brand Storytelling
- Delivered SEO-compliant web copy for multiple MHAO brands, showcasing their contributions to the UAE’s growth and innovation.
Outcome
The project provided the MHAO Group with:
- A strategic communication framework to ensure consistent and impactful messaging.
- Engaging, SEO-optimized web content that reflects the legacy and future potential of the group’s brands.
- A digital presence that aligns with the company’s vision and values, enhancing its impact across platforms.
Reflection
This collaboration with Mohamed Hareb Al Otaiba Group demonstrated the value of integrating legacy and innovation into a cohesive digital branding strategy. By engaging with senior leadership, I crafted a strategic brand story that not only celebrates the group’s historical impact but also positions it for continued growth and relevance in the UAE.