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
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
- 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
- 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
- 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
- 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
- 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
- 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.
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
S$495.00
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 | 15, 16 Oct 2026 (Thu, Fri) | 9.00am - 6.30pm |
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.
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.
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 am interested in this area, and the course was highly relevant to both my interests and my work. Overall, it was an enjoyable and well-facilitated course. The trainer created an open and engaging environment, which made it easy to participate and exchange perspectives. While much of the content was not entirely new to me, the focus on brand storytelling was especially useful and directly applicable to my work.”
Course Taken:
WSQ Digital Branding and Brand Strategy
“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.”
Course Taken:
WSQ Digital Branding and Brand Strategy
“Equinet Academy has provided a strong foundation through this course, which I can apply effectively in my job. The knowledge gained will further support the development of brand strategies for our various brands, helping me implement what I’ve learnt to strengthen my company’s branding efforts.”
Course Taken:
WSQ Digital Branding and Brand Strategy
“The calibre of students at Equinet is impressive, with many working professionals looking to upskill. The trainers are highly knowledgeable, which gives me confidence in the quality of the learning experience. I appreciate being able to use my own business in the assessments, gaining objective feedback while staying up to date with tools, frameworks, and insights from industry professionals.”
Course Taken:
WSQ Digital Branding and Brand Strategy
“The course was relatable to our company. I wanted to know more about branding and what it does, and I managed to learn it during the course. It also helps me in the thinking process.“
Course Taken:
WSQ Digital Branding and Brand Strategy
“I am in the midst of starting my own company so this course is a great class to craft a strong brand strategy and understanding of branding before I launch. Attending this course has given me a clearer overview of what is needed in a business and a big head start.”
Course Taken:
WSQ Digital Branding and Brand Strategy
“The lessons were well-communicated and engaging. This course has strengthened my competency as a communications manager. The slides provide structure, like a playbook, that I can refer to.”
Course Taken:
WSQ Digital Branding and Brand Strategy
“The course has shared new and relevant insights that have contributed to both my personal and professional growth.”
Course Taken:
WSQ Digital Branding and Brand Strategy
“I gained valuable insights that added value to my rebranding project. Chris Minjoot was a great trainer.“
Course Taken:
WSQ Digital Branding and Brand Strategy
Brochure Download
See What’s Inside: Get the Brochure
Explore the course outline, key topics, and learning outcomes you will gain from this training.