UAE. As the tallest building in the world launches on to the world’s stage, the agency behind the brand’s development, The Brand Union, explains the creation of its new strategy for Burj Dubai to become “a living wonder”.

Emaar Properties, the emirate’s most renowned developer, approached The Brand Union in May 2009 to develop a brand to truly represent this stunning, visible testimony to the aspirations of Dubai and the United Arab Emirates.

Explaining the role of the world-class global agency in the brand development, Michael Hughes, Executive Director of Strategy at The Brand Union said: “Emaar was concerned that the Burj Dubai logo already in place had been created purely from a development perspective – and focussed purely on building and selling the tower and this was not sustainable.”

With the striking tower almost complete, The Brand Union was challenged with developing a truly engaging and inspiring consumer-facing brand for Burj Dubai. The brand needed to move beyond ‘history rising’ and engage a much broader range of audiences locally and internationally.

Uncovering fresh strategic insight for the Burj Dubai brand, The Brand Union developed a robust brand strategy and defined relevant messaging for multiple audiences to deliver a consistent brand that is now translatable through all communications.

Additional roles for the agency included developing a distinct and engaging brand world – how the brand engages audiences across every touch point and connects with people’s lives – and engaging employees – educating and providing employees with the understanding and tools to deliver a consistent and distinctive brand experience.

“To evolve the brand and engage a wider audience set, ultimately, we wanted to drive a perceptive shift from ‘building the tallest tower’ to become ‘a living wonder’,” explained Michael.

Using a seven step mastery system, The Brand Union built out from a core ‘bright idea’ into a compelling and distinct brand world. In the case of Burj Dubai, the agency needed to assess the current identity and collateral and refine the identity and developed the following brand story.

I am the power that lifts the world’s head proudly skywards, surpassing limits and expectations.

Rising gracefully from the desert and honouring the city with a new glow, I am an extraordinary union of engineering and art, with every detail carefully considered and beautifully crafted.

I am the life force of collective aspirations and the aesthetic union of many cultures. I stimulate dreams, stir emotions and awaken creativity.

I am the magnet that attracts the wide-eyed tourist, eagerly catching their postcard moment, the centre for the world’s finest shopping, dining and entertainment and home for the world’s elite.

I am the heart of the city and its people; the marker that defines Dubai’s shining dream. More than just a moment in time, I define moments for future generations.

I am Burj Dubai.

“By aligning the brand identity with the brand’s behaviour and performance to build a compelling and consistent brand world, we provide the framework, training and tools to ensure that what Burj Dubai promises is delivered through every little detail and experience,” said Michael.

Today; the Burj Dubai is the tallest building in the world but the work of the Brand Union ensures it will forever be known as a living wonder.

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