Strong brands are never built by individuals alone. They are shaped over time through a shared vision, consistent execution, and the collective efforts of people working towards a common purpose.Having spent nearly three decades at QNB, I have seen firsthand that reputation is not created through individual campaigns or moments of recognition. It is earned through sustained performance, meaningful relationships, and the trust that organisations build with customers, employees, investors, and communities over time.This perspective was reinforced when I was recognised among Forbes Middle East's Most Influential Marketing Leaders in the Middle East 2026. I viewed the recognition not as a personal achievement, but as a reflection of the teams and colleagues whose dedication contributes every day to strengthening the QNB brand and supporting the group's long-term success.Today, QNB is recognised as the most valuable banking brand in the Middle East and Africa, with a brand value exceeding $10.3bn, according to Brand Finance's Banking 500 report for 2026.The group's Brand Strength Index remained stable at 86, whilst QNB ranked among the world's 50 most valuable banking brands. While these milestones are important, they are ultimately the result of something deeper: Trust.Throughout my career at QNB, across treasury, retail banking, and communications, I have witnessed the group's evolution firsthand. During this time, I have seen that reputation is built not through individual campaigns, but through consistency, performance, and a long-term commitment to our customers and stakeholders.At QNB, communications supports the group's broader strategy, helping articulate a clear, consistent value proposition across markets whilst reinforcing the pillars that guide our growth: World capacity, innovation, and sustainability.Today, QNB operates in 28 countries across Asia, Europe, and Africa, focusing strategically on key international financial centres, including London, Paris, Hong Kong, and Singapore, alongside growth opportunities in Saudi Arabia.As we strengthen our position as a globally connected financial institution, communications ensures that customers, investors, and stakeholders understand the value of an increasingly integrated international banking platform.One of our most significant milestones was the unification of our operations under a single QNB identity. Bringing together legacy brands was never simply a branding exercise; it was a strategic decision to boost collaboration and create a seamless customer experience.A key example is the recent unification of our brand in Egypt and Turkey, bringing major subsidiaries like QNB Alahli and QNB Finansbank under the single QNB name to enhance our global footprint.For me, this transformation represents far more than a new name or visual identity. It reflects QNB's evolution into an institution united by a common purpose and a consistent brand promise. Whether a customer engages with QNB in Doha, London, Paris, Hong Kong, Singapore, or elsewhere across our network, they should experience the same standards, values, and commitment.Innovation is another defining pillar of QNB's growth. As customer expectations evolve, the group is investing in digital capabilities and new business models designed to deliver seamless, accessible banking.A key milestone was securing licences in Egypt and Saudi Arabia for ezbank, a fully digital, mobile-first, and AI-enabled banking platform. Initiatives like this demonstrate how we are reimagining customer experiences whilst expanding access to banking services in a digital-first world.Communicating this transformation effectively requires us to focus not just on the technology itself, but on the value it creates. Stakeholders want to understand how innovation improves experiences, supports businesses, and contributes to economic development. Our role is to translate complex initiatives into meaningful stories.Sustainability has also become central to the conversation. Today, stakeholders expect organisations to demonstrate not only financial performance, but also how they create long-term value for society.This commitment extends beyond finance. Through partnerships such as the recently announced QNB Education City Stadium, the group supports initiatives that contribute to social progress, inclusion, and community development.As a hub for community engagement and programmes that empower women through sport, the stadium demonstrates how organisations can create meaningful impact by expanding opportunities and supporting broader national development goals.At QNB, sustainability is integrated into our broader growth strategy. The group's sustainable financing portfolio has grown to more than $11bn, whilst milestones such as the independent assurance of financed emissions and the issuance of a €750mn Green Bond reflect our commitment to responsible, transparent growth.The group's continued international recognition, including being named Best Trade Finance Provider in Qatar 2026 by Global Finance, further highlights the importance of aligning business performance with a credible reputation.Looking ahead, the role of communications will continue to evolve alongside changes in technology, stakeholder expectations, and the global economy. Yet, the foundations remain remarkably consistent.People want transparency. They want authenticity. Above all, they want institutions they can trust.Building and maintaining that trust remains the central purpose of communications. In an increasingly complex and interconnected world, effective communication helps organisations navigate change, strengthen reputation, and foster meaningful engagement with stakeholders.At QNB, it plays a critical role in ensuring that the Group’s leadership, performance, and long-term vision are clearly understood, creating lasting value that extends well beyond financial results.Heba al-Tamimi is senior executive vice-president: Group Communications, QNB Group.
