An exploration of internal branding at the National Treasury of South Africa

Abstract

Purpose: National Treasury plays a significant role in the country’s branding, and its employees are responsible for carrying out its functions. Internal branding empowers management to appropriately manage employee performance. The study aimed to determine whether internal branding practices are appropriately applied at the National Treasury, provide a non-technical reference to internal branding, and determine whether it is a predictor of employee performance.

Design/methodology/approach: A quantitative approach was followed wherein two questionnaires were administered to all employees of the National Treasury (n = 1189), a response rate of 42.1% (n = 501) was achieved. Data were analysed using Statistical Package for the Social Sciences 25 (SPSS).

Findings/results: Internal branding practices are somewhat appropriately applied (m = 5.819). First- and second-order internal brand identity are provided as a non-technical reference. Internal branding has been determined to be a predictor of individual work performance (r = 0.531, p < 0.005).

Practical/managerial implications: Literature suggests that there exists very little research on internal branding with a particular focus on the public sector when compared to that relating to the private sector. This study aimed to create awareness of the concept and highlight its importance to National Treasury’s management team for managing employee performance.

Contribution/value-add: The importance of internal branding, which has been alternatively termed first- and second-order internal brand identity, to employee performance has been established, thereby making a case of the development and implementation of an internal branding policy at the National Treasury.