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Internal branding as a tool for integrated organisational alignment

Julia Scheffer
University of Johannesburg
Andrea Crystal
University of Johannesburg
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Internal branding as a tool for integrated organisational alignment. (2022). Communicare: Journal for Communication Studies in Africa, 27(1-2), 61-80. https://doi.org/10.36615/jcsa.v27i1-2.1744
  • Articles
  • Submited: October 18, 2022
  • Published: October 20, 2022

Abstract

Within an evolving business environment, it is central to the continuing success of organisations
that internal communication be taken into consideration in the quest to increase organisational
competitive advantage. This paper explores the importance of an alignment existing between
internal organisational values and the external organisational image. As such, to guarantee
the promotion of employee satisfaction through an internal organisational alignment strategy,
improvement should be made to internal communication strategies. As it implemented internal
branding initiatives so as to align internal stakeholders with the core organisational values and its
external corporate brand image, Absa Bank is the chosen sample. Through qualitative research,
the participants concur that the aim of the internal branding initiative is to improve the quality of
service rendered, to retain external customers, and to impact positively on the bank’s profitability.
Based on the research, the data analysis reveals that a key contribution is the conceptualisation
of the term ‘integrated organisational communication’.

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How to Cite
Internal branding as a tool for integrated organisational alignment. (2022). Communicare: Journal for Communication Studies in Africa, 27(1-2), 61-80. https://doi.org/10.36615/jcsa.v27i1-2.1744

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