By Basheer Luqman Olarewaju

As the world's Muslim population continues to grow, there is a growing demand for products and services that meet the religious standards of Islam. Companies that can effectively create and market "halal" (permissible) brands can tap into a vast and growing market.
Halal is more than just a label; it symbolizes trust and authenticity that resonates deeply with Muslim consumers. Halal brands need to be built on a foundation of ethical and religious values and should be transparent and trustworthy.

In building a solid halal brand, it is vital to consider the following:
- Understanding the tenets of Islam and how they apply to branding and marketing.
- Creating products and services that are certified halal by reputable authorities.
- Being transparent about ingredients, manufacturing processes, and other aspects of the product or service.
- Being culturally sensitive and understanding the diversity of the Muslim community.
- Having a strong ethical and social responsibility framework.
- Communicating the brand's values clearly and consistently.
- Using effective marketing strategies that resonate with Muslim consumers.

It's also important to note that halal branding is not just about food and drink. It extends to all areas of life, from fashion to finance. Halal products and services should be ethically sourced, fairly traded, and produced in a way that does not cause harm to people or the environment.

In addition to the practical considerations, halal brands should also consider the spiritual aspects of the Muslim faith. By aligning with the values of Islam, halal brands can create a deeper connection with their customers and build trust and loyalty. They can also play a role in creating a more just and sustainable world.

To illustrate how halal branding can be applied in the real world, let's look at two companies: Unilever and Nestlé. Unilever, a multinational corporation, has successfully created halal brands by ensuring that all their products meet the strictest halal standards, from raw materials to production and packaging.

They have also worked to educate consumers about halal and its importance. Nestlé, another multinational corporation, has followed a similar approach, creating halal versions of its popular products and ensuring they are produced and packaged according to Islamic principles.

The Quran, the holy book of Islam, contains many verses that guide halal and haram (forbidden) practices. Some essential injunctions that relate to branding and marketing include:

- "O you who have believed, eat from the good things which We have provided for you and be grateful to Allah if it is [indeed] Him that you worship" (Quran 2:172).

- "O you who have believed, spend from that which We have provided for you before there comes a Day in which there is no exchange and no friendship and no intercession. And the disbelievers - they are the wrongdoers" (Quran 2:254).

- "O you who have believed, do not consume one another's wealth unjustly but only [in lawful] business by mutual consent. And do not kill yourselves [or one another]. Indeed, Allah is to you ever Merciful" (Quran 4:29).

In addition to the Quran, the Hadith, a collection of sayings and teachings of the Prophet Muhammad (peace be upon him), also provides guidance on halal and haram practices. Some relevant hadiths include:

- "The Prophet (peace be upon him) said: 'Allah does not accept the prayer of a person who eats of the earnings of an usurious transaction.'" (Tirmidhi).

In conclusion, halal branding is not just about following the letter of the law but also about upholding the spirit of the Islamic faith.

By focusing on ethical and sustainable practices, halal brands can create a positive impact on the world and earn the trust of Muslim consumers. It is important to remember that halal is not just a label but a way of life that should be embraced wholeheartedly.