Internal Corporate Branding Strategies and Corporate Brand Promise: Perspectives of Kenya Methodist University

Abstract

Universities often need to deliver on their corporate brand promises to stakeholders due to the ineffective execution of internal corporate brand strategies. This study aimed to investigate the internal corporate branding strategies employed by Kenya Methodist University (KeMU) in delivering its corporate brand promise. The research aimed to answer the following questions: How does KeMU strategize internal corporate branding to support corporate brand promise? How do KeMU employees help the university in delivering the corporate brand promise? How do internal corporate branding strategies impact the delivery of corporate brand promise? A case study research design was used to target KeMU employees through purposive sampling. Data collection was carried out through interviews. KeMU is recognized as a well-structured institution that effectively handles staff and student matters, reflecting its strategic management approach. The university has implemented training programs to influence staff behavior, equipping employees with knowledge about institutional values and professional conduct, both locally and globally. Internal communication of KeMU's brand is facilitated through various channels, including training, workshops, faith-based sessions, formal and informal communication, ethical guidelines, leadership messaging, and events. These activities reinforce internal branding and align employees with the university’s core values. Key internal branding strategies include workshops, faith-based activities, leadership initiatives, and communications within the institution. Employees at KeMU positively reflect the brand, mainly through the knowledge gained from these training programs, allowing them to project a positive image to stakeholders, students, and the broader community. Internal communication at KeMU has enhanced staff understanding of the brand and positively influenced interactions between staff and students. The study concluded that KeMU successfully shapes staff behavior through structured training, internal communication, ethical standards, Christian practices, and active staff involvement in university activities. KeMU employees contribute to the brand promise by providing quality service, personal advocacy, community engagement, and maintaining consistent internal branding efforts. The study also found that KeMU’s internal branding positively influences employee brand identification, commitment, and loyalty, although improvements are needed to ensure more consistent brand representation.