WSQ Digital Branding & Brand Strategy Course

Equinet Academy

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Craft a Memorable Brand Strategy That Builds Emotional Connection

Course Description

What is This Course About?

Branding and brand strategy is crucial for any business or organisation to be successful. There is a distinct difference between just running a business and having a cohesive brand.

While a business focuses on generating revenue, a brand encompasses an organisation’s image and how it is perceived by external stakeholders. Branding is everything now, as consumers demand more from the businesses they frequent.

This 2-day Branding and Brand Strategy Course covers all key elements to develop and implement a successful brand strategy. Through lectures, case studies, and interactive exercises, participants will learn to distil the brand identity, research branding initiatives, engage with stakeholders, and develop branding guidelines and a code of conduct.

The course also covers legal, regulatory, social-cultural, and ethical considerations, as well as PR crisis management. Upon completion, participants will be equipped with the knowledge and skills to lead their stakeholders and create a cohesive, dynamic brand.

Target Audience

Made for the BOLD!

Entrepreneurs, Start-Up Founders, Business Owners, Brand Managers, Marketing Practitioners, Corporate Communications/Public Relations Personnel, Employer Branding Professionals, and anyone who wants to be equipped with the essential skills in brand building and stakeholder management.

Prerequisites

What You’ll Need to Get Started

You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.

Course Highlights

What You’ll Learn

In this 2-day Digital Branding and Brand Strategy course, you will:

Learn all the elements that go into branding and developing your brand strategy.
Know of the legal, regulatory, social-cultural, and ethical considerations involved in branding.
Know how to identify and engage your internal and external stakeholders.
Know how to analyse and measure your branding effectiveness.
Learn how to manage your brand reputation via public relations and crisis management.
Learn relevant case studies and utilise branding tools and resources.

Course Objectives

What You’ll Takeaway

By the end of the class, participants will be able to:

Formulate objectives of brand identity and projected image based on organisational priorities and desired long-term outcomes.
Verify that the organisation’s or product’s brand and collateral are aligned with legal/industry standards and ethical/socio-cultural considerations.
Establish branding guidelines for internal stakeholders and integrate branding into their department functions.
Create the visualised desired user experience to articulate the organisation brand’s role in fulfilling the desired user experience.
Devise techniques to engage internal and external stakeholders in defining brand identity.
Propose a range of branding strategies based on their features, advantages and disadvantages.
Lead the co-creation of branding strategy with internal and external stakeholders to develop the desired brand identity.
Develop key metrics for monitoring, analysing, and measuring branding effectiveness.
Establish a public relations and brand reputation management strategy by considering the legal, regulatory, ethical, and socio-cultural factors relating to public and media relations.
Manage critical external facing communications to maintain brand reputation.

Skills Gained:

Brand Identity Development

Stakeholder Engagement Techniques

Branding Guidelines Creation

Brand Strategy Formulation

Legal & Ethical Compliance

User Experience Alignment

Branding Research & Analysis

PR & Reputation Management

Branding Effectiveness Measurement

Brand Strategy Co-Creation

Brand Identity Development

Learn to define, articulate, and visualise a brand’s identity, values, vision, and positioning.

Stakeholder Engagement Techniques

Apply methods to engage internal and external stakeholders in shaping and supporting the brand.

Branding Guidelines Creation

Establish brand guidelines that ensure consistent visual and verbal identity across all touchpoints.

Brand Strategy Formulation

Develop strategic branding approaches that strengthen positioning and long-term brand equity.

Legal & Ethical Compliance

Verify that branding assets and practices align with legal, regulatory, ethical, and socio-cultural standards.

User Experience Alignment

Design branded experiences that reinforce the organisation’s promise and desired user perception.

Branding Research & Analysis

Conduct research to analyse brand health, competitive landscape, and stakeholder perceptions.

PR & Reputation Management

Manage brand reputation and respond to crises using structured public relations strategies.

Branding Effectiveness Measurement

Define and track key metrics to monitor, evaluate, and improve branding performance.

Brand Strategy Co-Creation

Lead collaborative branding discussions to co-create brand identity with cross-functional teams.

Certification Track

Level up!

Get certified. Get noticed. Get ahead.

A SkillsFuture WSQ Statement of Attainment (SOA) – Brand Management under the Skills Framework TSC and Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the WSQ Branding and Brand Strategy course assessment and achieved at least 75% attendance.

Course Codes: TGS-2023020486
Course Support Period: 28 Apr 2023 – 27 Apr 2027

Course Outline

Inside the course

This WSQ Digital Branding and Brand Strategy course covers brand identity, stakeholder engagement, branding guidelines, brand audits, and reputation management. Learn to develop cohesive brand strategies, align user experience, measure brand performance, and manage PR and crisis communications.

Tip Of The Iceberg

Instructor-Led

Lecture

Demonstration and Modeling

Group Activity

The World’s Top Brands – ranking and analysis
The Visible Tip Of The Iceberg – brand identity (name, logo, tagline, etc.), and brand experience
Below The Surface – core values, vision, mission, brand promise, positioning, products/services on offer, internal and external stakeholders, available channels, etc.
Surfacing The Brand – encapsulating the essence of your brand and presenting them to your stakeholders
The Corporate Structure – where does branding fit in the organisation and what to look out for when hiring agencies and personnel

By The Book

Instructor-Led

Lecture

Demonstration and Modeling

Legal & Regulatory Standards for business operations – an overview
Legal & Regulatory Standards for branding and marketing – intellectual property, consumer privacy, the broadcast act, internet code of practice, social media guidelines, and advertising regulations
Social-Cultural & Ethical Considerations – consumer demographics, cultural sensitivities, corporate social responsibility, ethical branding, etc.
Brand Code Of Conduct and Branding Guidelines – for organisational conformity
Sub-Branding & Product Branding Guidelines – distinguishing them in terms of packaging, advertising and content marketing

Rules Of Engagement

Instructor-Led

Lecture

Demonstration and Modeling

Apply Design Thinking to engage internal and external stakeholders: empathise > define > ideate > prototype > test
Researching Your Stakeholders – conduct the necessary research on stakeholders to determine their needs and wants
Research Tools – utilising various tools to conduct the research
Stakeholder Desired Experience – visualise initiatives and content that will captivate your stakeholders
Create initiatives and content for the various internal and external channels

Two-Way Street

Instructor-Led

Lecture

Demonstration and Modeling

Group Activity

Embracing the co-creation of a dynamic brand – case studies
Tracking & Responding – knowing what to track and how to respond to external stakeholder comments online
Identifying and engaging brand champions, ambassadors and influencers
Leveraging on internal stakeholders as social media advocates
Forming brand communities and encouraging the growth of user generated content

Making Progress

Instructor-Led

Lecture

Demonstration and Modeling

Progress & The Cyclic Design Thinking Process
Internal Indicators of Branding Effectiveness – staff acquisition, turnover, and engagement
External Indicators of Branding Effectiveness – sales, web traffic, no. of followers, engagement rate, social sentiment, etc
Conducting a Brand Audit – steps and resources
Rebranding & Brand Refresh

Full Disclosure

Instructor-Led

Lecture

Demonstration and Modeling

Public Relations – upholding integrity and transparency, the key components of the PR Code of Ethics
Media Relations – how to develop good relationships with the media
Spokesperson & Media Training – conduct training for top management and appoint official spokesperson or PR Agency
Crisis Management – how to avert a PR Crisis by implementing the 4-Step PR Process
Press Release & Press Conference – how to draft the former and organise the latter

Assessment Component

Written Assessment
Project Assignment
Oral Questioning

Trainers

Meet Your Educators

Trainer Bio

Chris Minjoot

Chris is a senior marketing professional with over 31 years of experience as both an in-house practitioner and a consultant with clients from various industries, including education (MindChamps), entertainment (Tower Records), recruitment (ScienTec Consulting), events (Sentosa), retail (Takashimaya), and medical (Atlas Eye). He specialises in branding, copywriting, and content creation. He was part of the team responsible for branding MindChamps. He contributed to the brand’s rapid growth by conducting numerous ad campaigns and generated, on average, $500,000 of publicity per year between 2006 and 2014. Today, MindChamps has expanded regionally and is listed on SGX.

View Full Trainer Profile

Course Fee & Funding

Fund Your Brain Gain

Access funding opportunities and resources designed to fuel your learning goals.

Course Fee After Eligible SSG Subsidies:
From S$297.00 after SSG Subsidies

Full Course Fee (without funding)

S$990.00

S$297.00

SkillsFuture Baseline Funding + SkillsFuture Mid-Career Enhanced Subsidy (MCES)

Singapore Citizen 40-years old and above
Self-sponsored -or- Company Sponsored (Non-SMEs)

Course fees after subsidies can be further offset by SkillsFuture Credit and are also UTAP claimable.

SkillsFuture Baseline Funding + Enhanced Training Support for SMEs (ETSS)

Individuals 21-years old and above
Singapore Citizen, Permanent Resident or Long Term Visitor Pass Plus (LTVP+) Holder
Employer-sponsored (SMEs)

Course fees after subsidies can be further offset by SkillsFuture Enterprise Credit (SFEC)

Apply Now

S$495.00

SkillsFuture Baseline Funding

Individuals 21-years old and above
Singapore Citizen, Permanent Resident or Long Term Visitor Pass Plus (LTVP+) Holder
Self-sponsored or Employer-sponsored

Course fees can be further offset by SkillsFuture Credit and are also UTAP claimable for Singapore Citizens aged 25 and above. Singapore Citizens aged 21 to 31 may also offset fees with the Post Secondary Education Account Funds.

Apply Now

Course Schedule

Mark Your Calendar!

Discover course schedules crafted with you in mind, structured for balance, driven by your goals, ready for action.

Learning Mode	Course Dates	Duration	Trainer
In-Person	02, 03 Jul 2026 (Thu, Fri)	9.00am - 6.30pm	Chris MinjootApply Now
In-Person	15, 16 Oct 2026 (Thu, Fri)	9.00am - 6.30pm	Chris MinjootApply Now

Click on the course dates above to register online.

Frequently Asked Questions (FAQs)

The Need-to-Know Stuff, Fast

Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.

Do I have to prepare anything before attending the course?

For in-person training, do bring along a laptop. You also have the option to loan a laptop from us for the duration of the course. You may also want to bring along a jacket in case the room gets cold.

As there will be WSQ assessments conducted in this course, you are required to bring along your NRIC or any form of photo identification for ID verification purposes.

If I have any questions after the course, can I consult the trainer?

Yes, you may contact your trainer after the course. There are other post-training support channels such as the Equinet Academy Insider Community where you may network with like-minded individuals and industry experts and live Ask Me Anything sessions where you may seek advice from a subject matter expert

Testimonials

Word on the Street!

Experience matters—discover honest feedback and stories from learners who shaped their future with us.

“I gained a better understanding of multiple facets of digital marketing. This branding course has also informed me of the importance of having a distinctive brand. The lecturers are highly knowledgeable in the field of digital marketing, and it has helped me better plan out my brand and marketing strategy, which will result in improved sales.”