Most organisations begin with a brand promise and then spend years trying to deliver it. At the National Bank of Bahrain (NBB), the process unfolded differently. By the time the bank refreshed its identity in 2019, it had already spent more than six decades supporting Bahrain’s economy, businesses, communities and national development. The challenge was not creating a new identity, but rather finding the right words that genuinely reflected the foundation NBB had already built.
Those internal conversations eventually became ‘Closer to You.’ For Hisham Abu Alfateh, chief corporate communications officer, that phrase carries the weight of NBB’s history, customer relationships, employee pride and community contribution. It also shapes how the bank communicates today, ensuring that every message and initiative reflects the same institutional commitment.
Delivering on the promise
For NBB, being closer to customers means giving them choice. Some customers want to visit a branch. Others prefer to call customer service, speak to a relationship manager or complete their banking through a mobile phone. The bank’s role is to remain available across these different preferences, whether through its physical network, digital services or 24-hour access points.
Beyond banking, NBB’s closeness to Bahrain has been built through long-term investment in healthcare, education, sport, culture and community initiatives. Mr Alfateh highlights some of the most significant examples from recent years, including the establishment of Madinat Khalifa Health Centre in Askar, the National Bank of Bahrain Multiple Sclerosis Centre and NBB’s investment in Khalifa Sports City. The bank has also supported some of Bahrain’s major tourism and youth initiatives, including Hawa Al Manama, Muharraq Nights, Youth City and Bahrain Summer Festival.
This commitment is also reflected internally, with NBB remaining one of the largest employers of Bahrainis and maintaining a Bahrainisation rate of 95 per cent. For Mr Alfateh, this made the promise a reflection of reality, grounded in the bank’s long-standing proximity to the people, businesses and institutions in the kingdom.
Communicating with impact
While visibility plays an important role in remaining relevant to customers, Mr Alfateh is clear that it must be carefully planned. For a national institution, he explains that communication is not about appearing everywhere all the time. It is about knowing when to speak, what to say, who needs to hear it and which platform is most appropriate.
That discipline has helped NBB evolve from a more limited media presence a decade ago to a stronger and more visible communications model. Today, the bank is present across newspapers, social media, digital platforms, interviews, events, festivals, advertising and influencer channels, with each channel requiring a different treatment. The bank may communicate the same message, but the language, format and emphasis change depending on the audience receiving it.
This is especially important for NBB, a bank which serves diverse segments, from corporate clients and public institutions to families, students, elderly customers and employees. Each group sees NBB from a different angle. For him, understanding those perspectives is essential for communications to achieve its greatest impact, whether informing customers, engaging staff or strengthening confidence among shareholders and the wider community.
Carrying the promise into new markets
NBB’s next communications challenge is regional. The group’s growth in Saudi Arabia and the UAE requires the bank to carry its identity beyond the market where it is most understood.
In Bahrain, NBB holds a distinctive position as a national bank with nearly 70 years of recognition. In Saudi Arabia and the UAE, it enters larger and more competitive environments, where media habits, customer expectations and market references differ.
Mr Alfateh is clear that the Bahrain approach cannot simply be repeated elsewhere. The bank has to understand which platforms matter, how audiences consume information, what kind of presence is credible and how NBB should position itself among many established financial institutions.
The promise therefore has to be carried strategically. The bank has built its reputation locally through decades of trusted service, national contribution and long-standing relationships. As it grows across the GCC, the goal is to keep that reputation recognisable while adapting to new audiences and expectations. Finding that balance will determine how effectively ‘Closer to You’ will continue to resonate in Bahrain and beyond.
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