How to translate a UK brand story for a UAE audience

By: The Jargon Group

I’ve spent more than 3 years working in the UAE PR industry and one thing has become very clear: translating a brand story for this market is not about language. 

Yet many UK brands still assume that sending a press release in Arabic is enough to secure coverage. It’s a common misconception, and one that often leads to missed opportunities. 

In reality, language is rarely the barrier. English is widely spoken across the UAE, particularly within media, business, and government circles. The real challenge lies in understanding what resonates with journalists and audiences in the region. 

It’s about understanding what journalists and audience in the region look for. From positive and futuristic stories to regionally relevant announcements, I’ve realised what gets picked up the most in the region. 

What works in the UK won’t automatically resonate in the UAE  

Every media landscape operates differently. What drives headlines in the UK doesn’t necessarily translate in the UAE. For example, controversy-led stories – often seen in some UK publications – may generate attention in the UK, but they are far less likely to gain traction in the UAE.   

It’s not translation, it’s reframing 

Translating a brand for the UAE market is not a linguistic exercise, it’s a strategic one. To create a story that appeals to local journalists, organisations need to build it around credibility, trust and local relevance. Often, this can mean reworking the narrative entirely.  

How does it look in action? A simple announcement story of a UK-based company entering the UAE market may not be enough. It should be reframed to reflect the contribution to local innovation or economic growth and align with local values.  

The importance of adapting early 

One of the most common mistakes brands make is adapting their story after entering the market. By that stage, companies are already trying to catch up – competing for attention without a narrative that truly fits the region.  

However, the brands that win are the ones that adapt their narrative early - before launch - so they enter the market visible, relevant, and trusted. With this proactive approach, brands can secure media coverage as well as strengthen credibility in a highly competitive landscape.  

The takeaway 

Ultimately, successfully translating a UK brand story for the UAE is about understanding the market beyond the surface level. It requires brands to move away from a one-size-fits-all approach, and instead build narratives that reflect the region’s priorities, ambitions, and values. Companies are more likely to succeed when their narratives reflect the priorities of the local market and the UAE’s long-term vision for innovation and development. 

At Jargon Group, we work with companies across the globe to help them build visibility and drive credibility in the UAE market. From creating newsworthy stories to building long-term media relationships on behalf of global clients, our UAE PR team ensures that our clients cut through the noise.