CORPORATE COMMUNICATION ANALYSIS OF SINGULAR BANK: DESIGN, IMPLEMENTATION, AND IMPROVEMENT OF INTERNAL AND EXTERNAL STRATEGIES

Abstract

This study analyzes Singular Bank¿s corporate communication as a strategic tool for building trust, reputation, and differentiation in the Spanish financial sector. It focuses on both internal and external communication, highlighting transparency, digitalization, and audience segmentation between Singular Bank¿s institutional clients and Self Bank¿s digital users. Findings show a strong professional image and digital focus but limited brand awareness and measurement systems. LinkedIn performs well, while TikTok, YouTube, and podcasts remain underused. The study recommends clearer brand differentiation, stronger digital strategies, participatory internal communication, and KPIs to transform communication into a sustainable competitive advantage.