MANAMA: Al Salam Bank unveiled its new brand DNA at a glittering event at the Bahrain National Theatre.
The bank’s board of directors, executive management and employees attended the socially-distanced event.
Addressing the employees, Al Salam Bank Group chief executive Rafik Nayed said, “With the introduction of our new brand DNA, we are embarking on a new era and a new visionary journey. It has 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,” Mr Nayed said.
“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, and our brand promise – ‘we nurture relationships by enriching experiences’,” he added.
The DNA comprises revived brand values that support the bank’s collaborative work culture, as well as the follow guiding principles: We Enchant our clients; we inspire our people; we are digitally native; we do the right thing, and we act with empathy.
In line with its commitment to support the social and financial well-being of the community, and as part of the first chapter of its exciting new journey, the bank has also announced the launch of Al Salam’s community-led platform ‘Al Salam Helping Hands’.
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