Hello SOTGC community,
If anything, events in the Middle East during the past few years have shown us one thing: we are in a period of great change. Unsettling though that might be, the disruption of the status quo creates opportunities for those prepared to take them. It’s as if a huge rug has been shaken across the region, and there is the potential for much movement before the dust inevitably settles again.
The importance of identity
When established traditions and institutions are shaken, a crisis of identity can ensue, and this is clearly happening in the world right now. Some people cling to the past and try to resist the changes, while others look into the future and seek a new identity – both for themselves and their communities.
Often, this goes hand-in-hand with striving for an increase in individual and collective socio-economic power.
As Yusuf Sidani put it, in a paper now ten years old, well before the Arab Spring changed everything:
“Arabs seem to be in a futile search for a new identity in a world that is transforming: power structures are shifting, societal expectations are changing, and male-female relations are developing. The Arabs seem to yearn for a new identity that does not displace them from their roots, and at the same time connects them to the future; the search seems incessantly fruitless.”
To forge a new identity, both as businesswomen and as representatives of the community and region, the power of branding must be understood and utilised.
Branding creates identities to which the dispossessed can hold on to, a fact that even political parties use as they seek the public vote. Just as in business, to ensure a powerful and consistent brand image, the message must be clear and strong and presented to the right people through the right channels.
The time is now
The time is ripe for confident, motivated, and intelligent businesswomen to seize the chance to step into the light and use their unique talents to position themselves and their businesses – or those of their employers – at the forefront of their industry.
Even the most unwieldy and change-resistant corporations are waking up to the fact that they must now evolve, and entrepreneurs within those companies are increasingly being valued as a lucrative resource.
The economic underdevelopment of various Arab countries and the desire for improvement has been the subject of many debates. There is considerable latent power for change ready to be tapped; what is needed is an equally strong message to mobilise that growing force!
Are you looking for new business opportunities in the Middle East/Arab World? These opportunities are safe and support communities, countries, and the individual woman!
Join Nicole at the Economic Identity of Business Women in the Arab World Convention & Exhibition on Dec. 14-16th in Dubai, UAE.