BCC’s corporate identity evolved around three main issues: the purpose and identity of the BCC group as a whole, the identity and purpose of each individual within that whole, and how the two could be brought together and made into one.
The sides to BCC’s corporate identity, just like the BCC hexagon, could be summed up as:
- a healthy flow of energy within the organisation
- the challenge to succeed in life
- the challenge to succeed in the banking world and, last but not least
Purpose and Identity of the BCC group as a whole
Like with other banks, the purpose of the BCC group was profit, without it BCC would cease to exist. However, for BCC’s president, Mr Agha Hasan Abedi, BCC was much more than a profit-making machine. At conferences and group and individual meetings, Mr Abedi would always remind employees whom he addressed as BCC family members that he never doubted BCC should exist to serve humanity.
Part of the BCC’s shareholding and profits were put aside for good causes on a global scale without consideration of caste, colour or creed.
"We will take children from the lowest strata of society." Mr Abedi explained at a conference, held in Abu Dhabi U.A.E. in 1981, attended by managers and their teams of Profitmen from 16 branches in the country. "These are children who would otherwise have no prospect of health or happiness in their lifetimes. We will take them and educate them and set them on their way to prosperity. We will do this because, in all humility and simplicity, we aspire to be good human beings. For this purpose, we will make BCC a strong and a powerful instrument."
Identity and purpose of each individual within that whole
Mr Abedi, BCC president, was a 24-hour man. In a very natural way, every hour of the day was dedicated to fulfilling BCC's aspirations. Following the example of the President and his sense of possibilities, BCC senior executives, managers and other front-line employees were not content to remain mere employees and worked beyond the traditional office hours to share actively in this dynamic vision.
Bringing the two together and made into one
There was a rich tradition at BCC of holding conferences to review corporate and personal development. These occasions brought together the members of BCC family in a celebration of collective effort and a vision of possibilities.