WSQ Branding and Brand Strategy

Build a Distinctive Brand that Impacts and Inspires

Up to 70% Subsidy. Reserve your seat today.

will recommend a friend^

are confident in applying the concepts learnt^

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*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders
^Data obtained from TRAQOM (a SkillsFuture Singapore Initiative) survey responses from Jan 2022 – Dec 2022

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Course Description

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

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

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

Course Highlights

In this 2-day 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

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 collaterals 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

Certification

A SkillsFuture WSQ Statement of Attainment (SOA) – ICT-SNM-5002-1.1 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.

*This course is accredited by SkillsFuture Singapore under the WSQ Skills Framework ICT-SNM-5002-1.1 Brand Management.
Course Codes: TGS-2023020486

Course Support Period: 28 Apr 2023 – 27 Apr 2025

Course Outline

Download the full course brochure here.

Tip Of The Iceberg

Instructor-led | Mode of Delivery (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 | Mode of Delivery (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 | Mode of Delivery (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 | Mode of Delivery (Lecture, Demonstration and Modeling, Group Activity)

Embracing the co-creation of a dynamic brand – case studies
Feedback & Appraisals – conducting and acting on internal stakeholder feedback
Tracking & Responding – knowing what to track and how to respond to external stakeholder comments online
Identifying and engaging brand champions, ambassadors and influencers
Forming brand communities and encouraging the growth of user generated content

Making Progress

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling)

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 an Internal Brand Audit – steps, case studies, and resources
Conducting an External Brand Audit – steps, case studies, and resources

Full Disclosure

Instructor-led | Mode of Delivery (Lecture, Demonstration and Modelling)

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
Press Release & Press Conference – how to draft the former and organise the latter
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

Assessment Component

Written Assessment
Project Assignment

Trainer

Chris Minjoot

Chris is a senior marketing professional with over 29 years of experience as both an inhouse practitioner and as a consultant servicing clients from a wide range of industries. He specialises in copywriting and content creation and was part of the team responsible for branding MindChamps.

Why Learn at Equinet?

Get expert advice, learning resources, and post-training support for up to 3 years.

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Complimentary Refresher

1 free refresher seat (re-sit the course online) within 3 years after the course.

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Ask Me Anything Sessions

Unlimited complimentary 2-hour Ask Me Anything sessions with industry experts for up to 3 years.

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Equinet Academy Insider

Be part of an exclusive support group where you can post questions, discuss, and get feedback from fellow learners and experts.

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Course Resources

Get 3-year access to constantly updated Branding and Brand Strategy course resources.

Course Fees & Fundings

*Eligible for Singaporean Citizens, Permanent Residents, and Long-Term Visit Pass Plus Holders

Course Fee:
S$990 (exclusive of 8% GST)

Course Fee After Eligible SSG Subsidies:
From S$376.20 (inclusive of 8% GST) after 70% SSG Subsidies

Self-Sponsored Individuals

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

Eligible for Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$376.20

Course fees after subsidies can be further offset by SkillsFuture Credit.

SkillsFuture Baseline Funding – 50% Funding

Eligible for 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$574.20

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

Company-Sponsored (SMEs)

Enhanced Training Support for SMEs (ETSS) – 70% Funding

Eligible for SME Company-Sponsored, 21 years old and above, and a

Singapore Citizen; or
Permanent Resident; or
Long-Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$376.20

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

Company-Sponsored (Non-SMEs)

SkillsFuture Baseline Funding – 50% Funding

Eligible Non-SME Company-Sponsored, 21 years old and above, and a

Singaporean Citizen; or
Permanent Resident; or
Long Term Visitor Pass Plus (LTVP+) Holder

Nett course fee payable (including 8% GST): S$574.20

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

SkillsFuture Mid-Career Enhanced Subsidy (MCES) – 70% Funding

Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above

Nett course fee payable (including 8% GST): S$376.20

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

Check your eligible grant amount and nett payable course fees when you sign up now.

Course Schedule

WSQ Branding and Brand Strategy Course
Location	Course Dates	Duration
There are currently no course dates available. You may contact us to register your interest for dates when they become available.

FAQs

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.

For online classes, do ensure you have a functional laptop and have Zoom installed prior to class. For more details, you may read the Online-based Classroom Learner Guide.

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.

Are there any funding or government subsidies for this course?

You may be eligible for up to 70% SkillsFuture subsidies. For funding information, please see the course funding section on this page.

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.

Still have unanswered questions? Check out the FAQs page or submit an enquiry.