OUR FOUNDER OF THE WEEK- Every Tuesday, Founder of the Week looks at how a successful member of Egypt’s startup community got their big break, asks about their experiences running a business, and gets their advice for budding entrepreneurs. Speaking to us this week is Omar Hikal (LinkedIn), co-founder and CEO of The Brand Company.

I completed my undergraduate studies at Boston University, earning a degree in Business with a concentration in Marketing. After that, I pursued several executive education programs at Harvard Business School and INSEAD.

Having co-founded my fourth business, I attribute much of my success to forging the right partnerships. Despite the inherent challenges, I’ve been lucky to collaborate with exceptional partners, who know who they are, and are always there to lean on.

The Brand Company is a project that is close to my heart born out of the entrepreneurial struggle to find professionals capable of building a brand beyond the superficial elements. Recognizing the universal need for businesses, regardless of size or focus, to prioritize their brand, I partnered with Dara Abdul Hadi from design firm DNA. Together, we established a unique business model, blending consultancy and design services.

Our distinctive approach involves co-creating with the clients, steering away from the conventional practice of simply taking and executing briefs. We collaborate on the brief, identifying challenges and craft strategies together.

Our positioning sets us apart: We don’t just compete with graphic design firms, but rather provide comprehensive brand-building solutions. You can get logos on a budget on platforms like Upwork, but building a brand requires a deeper understanding — that’s something our consultancy-based model excels in.

I wouldn’t say I’m successful— the entrepreneurial path is an ongoing journey, and my partners and I continually seek new challenges. In the next five years, our trajectory aims for a more global presence, expanding beyond the UAE, GCC, and Egypt. Additionally, I aspire to see our business thrive by attracting and nurturing new, young talent.

Resilience, encompassing culture, leadership, and brand, is crucial for a company facing adversity. The Brand Company weathered the challenges of covid-19 by making tough decisions, prioritizing employee retention, and meeting client needs. As we move forward, I hope more companies will prioritize branding early and embrace calculated risks for greater opportunities.

The most rewarding part is seeing the impact of our work. When I drive around somewhere or I’m scrolling through Instagram and I see how our clients have implemented our work, that’s really rewarding. I also love getting phone calls from clients who want to join forces again.

Outside of work, my hobbies include photography, travel, and spending time with my boys who live in different parts of the world. I also enjoy watching movies, and I am fond of cycling, despite my occasional struggle with enjoying exercise.

My advice to my younger self would just be pay attention — observe your surroundings, and learn from everyone. The ability to work by choice, rather than necessity, is a luxury, and finding fulfillment in one’s work is essential.

At The Brand Company, we believe in the power of collaboration, expressing it through the mantra “I can, but we can better.” We’re so proud of our internship program because we get wonderful people coming through and we help them to identify quickly whether there's something about our work that they like and whether they want to pursue it or not.

But I need to acknowledge the luck factor. So much of what happens to us in life is a chance presenting itself and us being able to seize it. A lot of the things that happened to me in my life were strokes of luck — I was lucky to meet my partners when I did and that we were able to work together when we did. There’s a great saying that the harder you work the luckier you get. Jim Collins has this thing he calls return on luck — when an opportunity arises, if you’re not in a position to take it then it’s going to pass by, but if you’re ready for it then big things can happen.

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