Bahrain-based diversified Islamic banking and financial services institution Al Salam Bank recently unveiled its new Brand DNA at an event at Bahrain National Theatre.
At the event which had the Bank’s Board of Directors, Executive Management along with its employees, Mr. Rafik Nayed, Group Chief Executive Officer (Group CEO) at Al Salam Bank, revealed that “With the introduction of our new Brand DNA, we are embarking on a new era and a new visionary journey. It’s given rise to a more conscious brand, one that goes beyond purpose, which encapsulates the spirit of who we are at Al Salam Bank”.
“Like human DNA, every company has its own Brand DNA, its own genetic make-up that makes it unique. Unlike human DNA, we get to choose what kind of DNA at Al Salam. It will ensure that all our clients’ needs are met across every level and department in the bank and therein lies the heart of Al Salam’s Brand DNA, underlining our collective purpose, lies our Brand Promise – We nurture relationships by enriching experiences.”
The newly unveiled DNA holds the bank’s revived brand values that support its collaborative work culture while following the guiding principles; We Enchant our Clients, We Inspire Our People. We are Digitally Native, We Do the Right Thing, and We Act with Empathy.
The bank also announced the launch of Al Salam’s community-led platform ‘Al Salam Helping Hands’.