National Day Values in Branding: Beyond the Six-Value Checklist

National Day Values in Branding is the real challenge every Saudi National Day campaign faces once the visual identity is out. This year the General Entertainment Authority released six values under the theme “Our Pride Is In Our Nature”: authenticity, courage, determination, generosity, hospitality, and vision. Most brands will slap the colors and typography on a post and call it done, without connecting any single value to their actual positioning.

Why This Is a Positioning Question, Not a Design One

The gap between a brand using these values decoratively and one using them strategically comes down to one question asked before any content gets made: which of the six values is actually closest to this brand’s real personality? Not every value fits every brand. A logistics SaaS company probably sits closer to “determination” or “vision,” while a hospitality or F&B brand naturally owns “generosity” and “hospitality.” Pick the right value and you get a message that survives past the celebration week, not one that dies the day after.

Authenticity Is Overused (And Under-Delivered)

Authenticity is the most reached-for value and the most diluted one. If you use it, skip the visual clichés — falcon, sadu weaving, palm tree — and tie it to something real about your product. A Saudi tech company can talk about the authenticity of the idea itself: how the product was built around a genuine local market need, not translated from a global template.

Determination and Vision: The Natural Fit for B2B and SaaS

If you’re a B2B or SaaS brand, “determination” and “vision” will resonate more with your audience than “generosity” or “hospitality” ever will. That’s an opening to connect your content to Vision 2030 and the country’s digital transformation, which gives your message more depth than a celebratory post ever could.

How to Turn a Value Into Actual Content (Not One Post)

• Pick one value that fits the brand — not all six at once
• Tie it to a real story from your customers or team, not a generic line
• Spread it across formats: article, short video, customer testimonial
• Make sure the message still works after National Day week ends

A Working Example: Building a Content Pillar From One Value

Say you pick “determination” as the anchor. Build a full content pillar around it: an article on local success stories, a short video with your product team discussing challenges they pushed through, and a founder LinkedIn post connecting the company’s journey to that same national spirit. That’s a completely different exercise than slapping a National Day logo on a profile picture.

This builds on what we covered in why National Day campaigns get forgotten — the same discipline applies when you’re building content around a value instead of a generic theme.

This article is also available in Arabic: اقرأ بالعربي