Ho Chi Minh City: A Decade of Change for Brands

Ten years in Vietnam have taught us a thing or two about branding. And it’s not just about having a great logo.

Spend enough time in Ho Chi Minh City and one thing becomes clear: this is a city that doesn’t believe in standing still. 

New developments reshape the skyline, businesses emerge seemingly overnight, and what was considered ambitious yesterday can feel rather ordinary tomorrow. There’s an infectious energy to the place. And the branding landscape is no different. 

At Sedgwick Richardson (SR), we’ve been part of Vietnam’s branding scene for the past decade. In that time, we’ve watched businesses grow more con dent, consumers become more discerning and brands evolve from simply wanting to look good to wanting to mean something. 

Because, as much as we designers love a beautifully crafted logo, a great brand needs to work a lot harder than that. 

Think Global. But Don’t Forget Where You Are. 

Vietnam is a fascinating mix of tradition and ambition. There’s a strong sense of cultural identity, alongside an appetite for everything new, modern and international. 

For brands, this creates an interesting balancing act. International businesses want to feel relevant without losing what makes them recognisable. Vietnamese businesses, meanwhile, want to compete on a global stage without leaving their identity behind. 

And localisation? It’s certainly more than translating a tagline or adding a familiar cultural motif. 

It’s about understanding what matters to people, how they think, what they aspire to and, perhaps most importantly, what makes them connect with a brand. 

After ten years in Vietnam, we’ve learnt that the most compelling brands don’t have to choose between being local and being global. They simply know how to be both. 

Looking Good Is One Thing. Standing Out Is Another. 

Ho Chi Minh City isn’t short of competition. From property developers to emerging businesses, everyone wants a piece of the action. 

And when everyone is trying to stand out, things can start looking remarkably similar. 

A new logo? Lovely. A sophisticated colour palette? Even better. But if the business behind it doesn’t offer something meaningfully different, it’s really just a well-dressed version of everyone else. 

Take Masterise Group, for example. 

What began as Thao Dien Investment has evolved into a prominent Vietnamese property group with international ambitions. Through Masterise Homes and partnerships with globally recognised names such as Marriott International, the business has positioned itself around premium real estate and international standards. 

It’s an interesting example of how branding can help shape perceptions, communicate ambition and create a stronger position in a competitive market. 

For us at SR, this reflects one of the biggest shifts we’ve seen over the years. 

Branding is no longer just about how a business looks. It’s about what it stands for, what makes it different and why anyone should care. 

And that’s where things get interesting. 

Everyone’s Digital. But Is Everyone Connecting? 

There’s no escaping digital in Vietnam. 

From Facebook and Zalo to Instagram and TikTok, brands have more ways than ever to reach their audiences. And everyone seems to be creating content, all the time. 

But here’s the thing: being seen isn’t quite the same as being remembered. 

You can have a beautifully curated Instagram feed, an impressive website and a clever social campaign. But if the experience doesn’t live up to the promise, people notice. 

And in today’s connected world, they’re not shy about telling everyone else. 

We’ve always believed that a brand should feel like the same brand wherever you encounter it. 

Whether it’s on a screen, in a showroom, through a conversation with someone representing the business, or increasingly, through an AI-powered interaction. 

As AI becomes part of how brands communicate and engage, the challenge isn’t simply adopting the technology. It’s ensuring that speed and automation don’t come at the expense of personality, authenticity and human connection. 

After all, AI can help a brand say more. But it takes a clear brand strategy to make sure it’s saying something meaningful. 

Digital hasn’t changed that principle. It’s simply made getting it right more important. 

Purpose Is Great. Proof Is Better. 

Sustainability. Responsibility. Purpose. 

They’re words we hear a lot these days, and rightly so. As Vietnam continues to develop, businesses are becoming more conscious of their impact on communities and the environment. 

But there’s a difference between having a purpose and putting one on a PowerPoint slide. 

Consumers and stakeholders are becoming more discerning. They want to know what businesses actually do, not just what they say. 

For us, the strongest brands are those where ambition, values and actions genuinely align. 

Because a brand promise is only as good as the experience that follows. 

And no amount of clever copywriting can make up for that. 

Ten Years On. And We’re Just Getting Started. 

Looking back over the past decade, it’s remarkable how much Vietnam’s branding landscape has evolved. 

Businesses have become bolder. Expectations have risen. And there’s a growing understanding that a strong brand isn’t simply a marketing expense, but an investment in the future of a business. 

What’s particularly exciting is seeing Vietnamese enterprises set their sights beyond their home market, building brands with the confidence and ambition to compete internationally. 

For Sedgwick Richardson, being part of this journey has reinforced something we’ve always believed: the best branding happens when strategic thinking meets creative imagination, supported by a genuine understanding of people and culture. 

Our role is to help businesses strike the right balance between global ambition and local relevance, between standing out and staying true to who they are. 

And as Ho Chi Minh City continues to reinvent itself, there’s certainly no shortage of opportunities. 

So, What’s Next? 

If the past ten years have taught us anything, it’s that Vietnam doesn’t do things by halves. 

The pace is relentless, the ambition is unmistakable and the opportunities are enormous. 

But as the market becomes more sophisticated, simply looking the part won’t be enough. 

Brands will need to be clearer about who they are, more confident about what makes them different and, above all, more consistent in delivering what they promise. 

Because the best brands don’t just get noticed. They give people a reason to believe. 

And after ten years in Vietnam, we’re still excited to see what comes next.