Following its rebrand by Brash, Dubai Police has just been named the world’s strongest police brand. Brand Finance’s renowned metric assessed the organisation as worthy of a AAA+ rating, a 9.2 out of 10 score, and a brand value of AED 57.9 billion ($15.8 billion).
This is more than a global accolade. It’s proof of what’s possible when public sector institutions treat brand as a strategic foundation and asset, and look to actively leverage its value. While widespread in commercial fields, this practice is perhaps less common in public sector spheres such as policing.
We had the privilege of working with Dubai Police during a pivotal moment of transformation. The intent was clear: build a brand that could support the city’s long-term ambitions, right up to UAE Vision 2071, helping to foster trust and civic pride over time. Our impact ensured the brand reflected not just function, but purpose. We worked to embed values of innovation, protection and connection into its DNA, aligned with Dubai’s vision for a safe, inclusive and forward-looking society. We created a brand identity to inspire trust and connection, not just authority. And our visual system, rooted in three interconnected circles, represented happiness, protection and community, while a subtle smile in the mark reinforced a commitment to service with humanity.
Seeing Dubai Police now recognised in this manner reinforces a key Brash belief: public institutions can derive value from strategic branding just as much as any private organisation. Even in a sector such as policing – where brand really has traditionally meant little more than ‘our badge and shield’ – brand can evolve beyond identity to become a tool for impact, a driver of reputation, and a reflection of national values. It can also actively reset external perceptions and trust, and enhance internal metrics such as recruitment and employee satisfaction.
Across the GCC, this presents a clear opportunity. Public sector bodies – especially those with direct links to improving citizen experience and delivering national visions/agendas – have everything to gain by investing in their brand with the same care and clarity the world’s top companies do. The results speak for themselves.
