Become a brand
blessed with success
in this life and the next
A shariah governed Muslim brand with a halaal business model that seek to acquire both profit and virtuous deeds, to fulfill its Islamic rights, obligations and overall purpose in life whilst also being instrumental in the realization of the higher, established Islamic objectives; to please Allah and be successful in both the dunya and akhirah.
the litmus test—
Islamic Branding
ISLAMIC BRAND CONSULTANCY
Welcome to a multidimensional branding approach where the goal is to develop Islamic brands that are of benefit to you in this life and the next.
Halaalbrands intersects branding, design, Islam and story through the use of Islamic Brand Design and Innovation (IBDI) and Halaal Standards (HS) methodologies. It is the process of connecting halaal strategy with halaal creativity—not halaal strategy with haraam creativity; neither haraam strategy with halaal creativity nor haraam strategy with haraam creativity.
We need to create Muslim tailored, superior Islamic brands that deliberately includes a halaal dimension.
FEATURES
A multidimensional brand that considers both the dunya and the akhirah
A business with a niyah to attain success in both the dunya and akhirah
Strives for tayib and virtuous deeds with the niyah to please Allah
Fosters brotherly relationships with stakeholders and customers
Dawah to tawheed and the correct aqeedah, upon the manhaj of the Salaf
Establish amr al ma’ruf nahi al-munkar in the organization
The display of praiseworthy akhlaq and adab from stakeholders
Establish ilm, cooperation and ashura in the organization
Considers maslahah in dealing with competitors
Enjoins and facilitate ubudiyah in the workplace
Human relationships dealt with justice and hikmah
The business extension of the Islamic way of life
Products/Services that are mabroor and halaal
Business operations performed with ikhlaas
Have sabr in times of both ease and difficulty
Respect others’ rights and give them their haqq
Content with the qadr of rizq
of islamic branding—
Islamic Brand and Design
Innovation methodology
The Islamic Brand Design and Innovation (IBDI) methodology intersects branding, design and story whilst applying the Islamic worldview to create stronger, more dynamic Islamic brands. It merges the overarching concepts of Design Thinking, Brand Thinking, Islamic Thinking and Story Thinking into a cohesive whole for the establishment of halaal brand experiences.
Introducing the new
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Design ThinkingIn an environment of phenomenal speed and clutter, those who thrive are the ones who innovate. To innovate, you have to design. Business practices dictate knowing (historical data) then to take action. Design adds an additional step: creative making. It refuses to accept the usual because we don’t really know what’s possible until we push the boundaries or go beyond. Therefore we can’t just decide our way to the future, we have to design our way to the future. Outcomes should necessarily be influenced by design processes—marking the bridge between what is and what could be. The solution to a problem that existed in the past can no longer bear as a solution to the future because businesses are different. Design bridges the gap between vision and reality: it expands the range of options of what is possible. Left to its own devices, design either benefits or harms, so we need the Islamic principles for control. For ongoing innovative business endeavours in a dynamic market, you need to establish a design culture. But design without Brand Thinking, has no business direction. “On average, design alert businesses increase their market share by 6.3% through design. Nearly half (46%) of design alert businesses saw turnover increase in the last twelve months by more than the amount they spent on design in the same year. The Design Council Index—an index of 61 design-led businesses—has outperformed the FTSE 100 by more than 200% over the past decade.” The Value of Design Factfinder Report, The Design Council 2007, UK
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Brand ThinkingMost of what you learn in business school have become irrelevant in today’s business environment where consumers control business behaviours and the barriers to competition are beyond your control. We live an era of fast moving markets—overwhelmed with clutter and remarkable innovation. People are now interested in who you are and what you stand for. Brand thinking concerns itself with your purpose, values and islamic authenticity, in relation to your competitors and the aspirations of your audience. Branding is about building and nurturing a set of perceptions about you, in the minds of your audience—giving them a sense of purpose and meaning, aspirations and hope. How many times have you seen big brands surpass the generation of their founder? But design and branding left by their own devices can be harmful to both the image of Islam and the Muslim ummah. The God-fearing Muslim man accepts these models of success on condition that Islamic Thinking guides it. “More successful outcomes tend to be generated where creativity and design are aligned with strategy.” DTI Economics Paper 15, Creativity, Design & Business Performance, November 2005
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Islamic ThinkingIslam is a way of life. It has a set of systems, rules and methodologies in place that guides the life of the Muslim along every way. Islamic thinking interweaves and evaluates thoughts, processes, information and methodologies of various involved disciplines; then ascertain only the truths and benefits to be incorporated into your brand. Going back to this method, Muslims can re-establish themselves as the forerunners in the dunya bi’ithnillah. Islamic thinking purifies that which is impure, and more importantly every act of obedience, becomes a means of harnessing good deeds that will earn you blessings in this life & the next. Islamic thinking is what guides brand thinking and design thinking but for it to really come alive, it needs to take people on a journey where they will emotionally connect with your brand. That, only the power of Story Thinking can achieve. “Verily, we were a disgraceful people and Allah honoured us with Islam. If we seek honour from anything besides that with which Allah has honoured us, then Allah will disgrace us.” Athaar, Umar Ibn Al-Khattab, Al-Mustadrak
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Story ThinkingA good story wraps itself around you and whisks you away into a world of its own. Stories innately resonate with the human archetype due to its universal truths across many generations. Longstanding empires have been built on this powerful yet persuasive art. It is about time that we use its halaal components to forge powerful islamic brands. Stories spur people to action. It lingers long in people’s minds, giving them hope. People aspire to characters who conquered their challenges—the adversities they overcame, against all odds. Our lives must point to a purpose greater than our own. What is your brand’s purpose? Today, stories are the social currencies of brand relationships. Brands are now able to grow their reach faster than any type of advertising. Those who tell the most powerful stories, are the ones who gain the most loyal fans. What story are you telling? “Brands are built around stories. And stories of identity—who we are, where we’ve come from—are the most effective stories of all. This storytelling is a powerful way to bring brands to life.” Bill Dauphinais, Pricewaterhousecoopers
Allahﷻ wants to make clear to you (the halaal from the haraam) and guide you to the (good) practices of those before you and to accept your repentance. And Allahﷻ is Knowing and Wise.
Allahﷻ wants to accept your repentance, but those who follow (their) desires want you to digress (into) a great deviation. And Allahﷻ wants to lighten for you (your difficulties); and mankind was created weak.
QUR’AN, 4:26–28
Islam has a supreme governing body that informs every aspect of life. In every step of my processes, I use a Halaal Standards Filter (HSF) to ensure a sharee’ah compliant brand experience. The Halaal Standards (HS) methodology employs the Halaal Standards Filters which applies the Shariah strictly upon the understanding of the Salaf. I want to enjoin this goodness upon you because I understand that you wish to attain both the treasures of the dunya, as well as the eternal bliss of the akhirah.
The Halaal Standards methodology discerns processes, practices, systems, methodologies; all the way up to legalities, which includes sales, deals and contracts. It evaluates ideas and thought patterns, making absolutely sure that halaal is right on top of the mind before endeavours are pursued. Halaal Standards is in place to help rid Muslim businesses and creative endeavours from all kaafir paradigms, concepts, beliefs, religious errors and generally haraam practices. Additionally, it also puts Islamic thinking as the supreme worldview over kaafir worldviews, so that we see things through the paradigm of the Islamic mind, including noble Islamic pursuits and terminologies.
The future of blessed islamic services
Halaal Standards:
Allahﷻ is pure and accepts only that which is pure. Allahﷻ has commanded the faithful to do that which he commanded the Messengers, and the Almighty has said: “O’ Messengers! Eat of the pure things and do right.” And Allahﷻ has said: “O’ you who believe! Eat of the pure things We have provided you…,” then the Messenger of Allahﷺ mentioned (the case of) a man travelling on a long arduous journey—greatly troubled and distressed—with dishevelled hair crying to Allahﷻ, “O my Lord! O my Lord!” But, his food is haraam, his drink is haraam, his dress is haraam and he is nourished with haraam. How then is his du’a to be accepted?”
HADITH, MUSLIM
and the true needs of the Muslim market
We live in a global society where the barriers of competition have migrated from the corporate showrooms to symbols of status to intellectual properties, to the minds of the people—welcome to brand perception. The Muslim ummah is the fastest growing nation on the face of the earth. Soon, they will also be the biggest consumer market in the world: outgrowing all nations by 2050.* Yes, they want more products, more services and better experiences but tailored to their Islamic needs. This means more for you bi’ithnillah. By the decree of Allah, there are plenty of Muslims for your brand to become number one or number two in their minds. So let your customers become part of a select community when they engage with your brand. In an information-rich and time-poor environment, buying decisions continue to be based more on symbols, visual cues and stories (making them belong)—than mere features, benefits and prices.
In an environment with overwhelming marketing clutter, the emphasis of marketing appeals has shifted: from feature to benefit to experience to identification. They want to identify with a cause, so let them know who you are. Tell your story to the world. Make known your Islamic Identity. Be firm and authentic. Lead and they will follow. What better time than now? If you ensure your halaalmark is compelling, they will buy. Price wouldn’t matter because they buy into your belief, your strength, your virtue, your story—your Islamic brand. Today more than ever, the ummah needs authentic, Islamically tailored solutions only you can provide.
Higher ideals
*Pew Research
Verily! Allahﷻ will not change the good (or bad condition) of a people as long as they don’t change their state of goodness (or sins and wrongdoings, etc.) themselves.
QUR’AN, 13:11
A
purpose driven
islamic brand
The Muslim business environment overvalues narrow, short term success and undervalues big, broad long term success. You need realize that the road to success and innovation for Islamic brands in the dunya is to adopt a design driven business model.
On average, society look at aesthetics and function alone, while the pious Muslim mind looks for that which is beautiful, functional, Islamic and halaal. Design has four primary goals: to identify, to inform, to entertain and to persuade. Branding adds an additional one—differentiation. While the first four are tactical, the fifth is strategic: a powerful combination of logic, aesthetics and intuition. It’s especially rewarding when done with purpose and passion.
Innovation through design can help firms avoid competing on price alone. While some consumers will always buy the cheapest product or service in the market, non-price attributes such as quality can often be more important determinants of overall demand than price.
DTI ECONOMICS PAPER 15,
CREATIVITY, DESIGN & BUSINESS PERFORMANCE, NOVEMBER 2005
Success in this life and the next requires conducting our affairs through the Islamic paradigm because Islam is a way of life superior to all others. At the core, our purpose is to worship Allah in all our endeavours and business done with obedience becomes an act of worship. The growth of the Muslim consumer market presents great opportunities. I look forward to partner with you to explore those opportunities. Let us create strong, more dynamic halaal brand solutions from the ground up. Solutions that fulfill essential Islamic needs whilst also establishing an authentic Islamic brand culture that radiates the innate beauty of Islamic teachings to the global village. It is time that Islamic brand design goes beyond the limitations of contemporary Islamic business paradigms and flourish in the way it’s meant to:
From Communications Design to Products/Services Design to Customer Experience Design; from Brand Ecosystem Design to Operational Processes Design; from Strategic Decision Design to Organizational Structure Design; and from Business Model Design to Thought Leadership Design.
Stronger, more dynamic
islamic brands tailored for the pious
We need to design a new brand model that deliberately includes a halaal dimension. A cohesive Islamic brand design marks the bridge between what is and what could be.
Halaalmarks
A BRIEF COLLECTION OF LOGOS FOR STRATEGICALLY DEVELOPED ISLAMIC BRANDS
01
2BEARDS
02
SAWANTS
03
ACREW
04
ALLKOTE
05
AFMAILER
06
QAASIM APRIL
You are the best nation produced (as an example) for mankind. You enjoin what is right and forbid what is wrong and believe in Allahﷻ.
QUR’AN, 3:110
Riaz Sawant
GENERAL MANAGER
Sawants
Qaasim not only created a dynamic, elegant and classic logo but he gave us a brand identity which enhanced our customer experience, visually representing our company’s image from his first draft.
Aashiq Hill
ARABIC INSTRUCTOR/TEACHER
Islamic Online University
I know Qaasim April to be an upright individual, striving to be upon the Book of Allah, the Sunnah of the Prophet Muhammad ﷺ, upon the understanding of the Salaf-us-saliheen. Also, I know him as a brother active in seeking knowledge as he was a regular in attending my lessons on Islamic law as well as the lessons of other du’at and students of knowledge in South Africa. Someone of the highest adab and morals.
the
Witnesses
Sheikh Tariq Appleby
GRADUATE, FACULTY of HADITH
Islamic University of Madinah
Qaasim is committed to studying Islam from its authentic sources, applying the understanding of the Salaf-us-saliheen and is determined to always act in accordance with the Qur’an and Sunnah. I have known him to be honest, trustworthy—and as a friend—always sincere in his counsel and advice.
Binyamin Barsch
MARKETING ASSISTANT
MSA
The quality of the artwork produced by Qaasim was professional and of a high standard.
