Branding and Marketing Halal
Products and Services
Branding & Marketing Halal
International Islamic Tourism and Halal Conference
December 9th, 2009
by Muneer A. Rasheed
As-Salaam Alaikum,
Intro remarks:
We are taught that history rewards those who study it.
As such, let’s quickly look at branding from a historical perspective.
In ancient times, animals, coins and tailoring all carried some form of identification that showed ownership.
Romans captives were branded.
The problem was with resale or the transfer of property. Several marks on the body would reduce the overall value.
Slavery in the USA produced a brand; the so-called American “Negro”. This brand was carried for 400 years until The Honorable Elijah Muhammad introduced the Blackman in America to Islam and giving us pride in our original brand.
Sometimes changing a brand requires time.
However, the trend today is to have everything instantaneous!
From instant noodles to instant wealth; we want it all and we want it now!
Even as Muslims, forces pull at us from every direction to join in or fall further behind.
But at what cost?
What are our obligations as Muslims when we engage in branding?
While the nature of business should be about ethically providing superior products and services; have we arrived at the point where we are willing to sell our beliefs to achieve profits?
How much is your dignity worth?
Will you lend your name to a brand knowing that it is harmful?
As an OD consultant; one of my principles is:
“To Do the Client No Harm”
In developing brands that target those in and outside of the Muslim communities you should keep this in mind...
“I Want For My Brother What I Want For Myself”
In the Christian Bible it reads:
“Do Unto Others What You Would Have Them Do Unto You”
Therefore, as people of faith, if your brand so closely mirrors those things that are not good; then you have to re-evaluate not only your brand, but your motives!
Is your brand a reflection of your organization and is your organization a reflection of your brand?
Is it sending a healthy image to the public or does it contain unhealthy subliminal messages.
I saw a TV advertisement that said:
Black is beautiful, brown is beautiful, yellow is beautiful, but if you want to look fairer then use xxx
What is this and similar brands telling our women?
Someone is telling them that they are not beautiful unless they look like something they are not.
Where do branded items like halal beer fall into this?
What happens when people want the real thing?
Today it’s halal beer; what’s tomorrow halal pork!
It appears that some of us have adapted the mentality of:
If you can’t beat them join
But why are we taking the worse that’s being offered and trying to halal it?
Success leaves clues; even in branding.
Therefore to create and build a successful brand, consider the following:
1. Identify your target group
2. Understand your market
3. Understand your competition
4. Avoid being too generic (Tongkat Ali)
5. Test your brand.
6. Tweak your brand.
7. Don’t fix it, if it isn’t broke (Coke, Micheal Jackson) yet,
8. be willing to let it go
9. Dare to be different
10. Keep It Simple
Your brand is successful when it:
1. Leads to a desired result
2. Instills confidence
3. is congruent
4. Identified having integrity
5. Is clearly articulated throughout the organization
In conclusion
Logic dictates that when you are sick you go to see someone like
Likewise, when your brand is under performing; get assistance.
In the movie “Field of Dreams” a distant voice says…
“If you build it they will come”
I say, if your brand appeals to people’s hearts and minds, the money will come.
AS-Salaam Alaikum
Muneer A. Rasheed
AS Consulting
The World Muslim Consumer Association (PPIM)
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