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Al Salam Bank unveils its new Brand DNA

September 12, 2021
banking

Leading Bahrain bank Al Salam has unveiled its new values and guiding principles under a new Brand DNA, thus embarking on a new era and a new visionary journey.

The Bahraini Bank’s new DNA comprises revived brand values that support its collaborative work culture as well as the following Guiding Principles; We Enchant our Clients, We Inspire Our People. We are Digitally Native, We Do the Right Thing, and We Act with Empathy.

An exclusive key-note event was held at the glittering Bahrain National Theatre, one of the largest theatres in the Arab world, to mark the event in the presence of its board of directors and executive management and the bank’s employees.

Addressing the gathering, Group CEO Rafik Nayed said: '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,' stated Nayed.

'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 Group CEO said.

'In line with its commitment to support the social and financial wellbeing of the community, and as part of the first chapter of its exciting new journey, the Bank also announced the launch of Al Salam’s community-led platform Al Salam Helping Hands,' he added.

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