1 May, 2016

As the Iranian start-up environment will keep on growing, so will do their market presence, and the value of branding. With each new start-up that creates a logo and brand persona, older and larger Iranian companies are being forced to overhaul the face of their market presence, both online and offline.

This will include re-imagining their logo, website, brand persona and corporate culture, among other things. It is the proof that today’s SME’s can compete against larger businesses. Older Iranian companies of greater size never saw a reason to update themselves on many aspects, since they always controlled a big part of the market share, had no competition until recent times and-to put it very blunt-didn’t care enough about factors such as customer experience or corporate culture because, well, they didn’t really have to. This has badly affected many aspects of the market. Big companies of other economies already have their healthy competition on domestic and international level. So the isolation factor of Iran has made this trend much stronger on domestic ground, and much more felt by the country’s older companies with a higher market share.

The current SMEs’ of Tehran comprise teams of young, educated and intelligent people, who are innovative, creative and who know how people tick. They can uphold as a tough competitor against larger scale companies in Iran, and Iran is not the only example for this trend. They know how to present themselves through branding, what people look for in quality and apply their knowledge. They know- just like many other Iranians- about the prejudices and false ideas that many foreigners have on Iran through western media but also are the generation who has the guts and means to make a difference in Iran’s picture and its development.

Eventually Iranian leaders of larger enterprises are planning strategies for improving their digital marketing along their branding and start establishing themselves on social media in Iran, to not get compromised in their audience reach by Tehran’s very innovative startup scene.

So in effect, digital marketing in Iran can be quite of a game-changer for small to medium-sized enterprises but also for larger and older companies. Since SME’s are more modern and have a fresher business culture they tend to realize these opportunities very fast, and know the value of the latest marketing tools. This can make them competitive and more of a threat against big companies on these terms. SME’s do very well realize how competitive they can get with larger companies, when they have a decent workforce who know about things such as SEO, integrated marketing communication plans (IMC), 360° campaigns, branding, low-cost but quality advertising in Iran (it’s all digital) and how to win over an audience for their product. This trend counts for effective SME’s around the world, and Iran is following this standard.

Branding is an important part of digital marketing and many digital agencies in Iran also offer branding as part of their package. Iranian entrepreneurs, startup founders and investors try to improve their game for the international economy. They have realized how crucial it is to not only get foreign brands into Iran, but to also create original, quality Iranian brands that one day will have to enter the global economy. This thought might be one of an undefined future, but nevertheless will have to be materialized to further improve Iran’s economy.

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