Challenge

A Saudi financial institution partially owned by a global banking partner faced a major transformation, adopting the brand identity of its international partner. The primary challenge was ensuring internal and external audiences understood that the transition preserved the bank’s Saudi heritage while integrating global expertise. Key objectives included employee and customer acceptance, stakeholder alignment with the strategic shift, and alleviating fears of losing local authenticity.

Approach

The strategy focused on fostering transparency and engagement to address the concerns of both internal and external stakeholders. Internally, the leadership team held a series of town halls to articulate the rationale behind the transformation and highlight its benefits, emphasizing the retention of Saudi values alongside the advantages of global expertise. Focus groups allowed employees to share their concerns and provide feedback, which informed more nuanced messaging. A group of employees was selected and trained as brand ambassadors to advocate for the transformation and model enthusiasm within the organization. Gradual visual updates to offices and regular communication through newsletters and FAQs further ensured employees were kept informed throughout the process.

Externally, media relations highlighted the transformation as a unification of Saudi heritage and global capabilities, with senior executives conducting interviews to address public queries and underline the bank’s ongoing commitment to its local roots. Personalized communication with customers through various channels reassured them of service continuity and showcased enhanced offerings. Key stakeholders, including policymakers and influential clients, were engaged directly to secure their buy-in, with the campaign messaging framed as a celebration of Saudi culture while embracing global standards.