(MENAFN - Khaleej Times) The Dubai-based bank has rebranded itself, removing the 'Islamic' from its name, but will continue to offer Shariah-compliant products.
"Adherence to Shariah values and principles is in our DNA and they will continue to be the bedrock of our business decisions," Noor Bank's chief executive officer Hussain Al Qemzi told reporters at a news conference. The bank will reflect Islamic values through its operations rather than its name, Al Qemzi explained.
Giving examples of Al Rajhi, Baraka and Kuwait Finance House, he said that most of the Islamic banks and financial institutions don't include 'Islamic' in their names. Launched on Tuesday, the new brand expression is reflected across Noor Bank's sister companies, with new visual identities being introduced for Noor Takaful, Noor Trade and Noor Awqaf.
Alongside the visual changes, Noor Gets It Done will serve as Noor Bank's business purpose, becoming central to the Noor customer experience. The new visual identities of Noor Takaful, Noor Trade and Noor Awqaf reflect the business purpose across all financial sectors.
Al Qemzi, who is also Group CEO of Noor Investment Group, explained the thinking behind the new business purpose: "Building a better customer experience has been at the heart of our strategy and we have now captured that in an explicit and concise way. Noor Gets It Done is more than a promise; it is a commitment to change the face of customer service in the UAE financial sector. It will be at the front and center of everything we do as an organisation."
"Noor Gets It Done means that we will have a different outlook. Where others see difficulty, we will see opportunity. Where others look for excuses, we will simply look harder. And where others confuse through process, we will simplify with outcome," he explained.
With its eyes firmly on future expansion, Noor has taken a modular approach to differentiating its businesses. "We want to grow and our new branding gives us the freedom and inspiration to flourish," said AlQemzi.
Noor Investment Group chairman Shaikh Ahmed bin Saeed Al Maktoum commented: "I would like to thank all the stakeholders for the support extended to Noor Bank during the last six successful years of its operations. Noor is an integral part of the vision of His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, to make Dubai the capital of the global Islamic economy. Dubai is committed to supporting the future growth and success of Noor Bank."
As part of the next phase of Noor's growth, the look and feel of Noor Bank and Noor Takaful retail outlets will be re-imagined to enable more effective, more efficient and more rewarding customer service experiences. Credit and debit cards have been renamed to better reflect the benefits offered and all bank forms and documents have been redesigned and simplified with the customer in mind