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^

Google Reviews

*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

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^

Google Reviews

*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

Accredited by SkillsFuture Singapore

Re-attend the Course Once Within 3 Years

3-year access to the courseware via our LMS

Post-Training Mentoring with Industry Experts

Lifetime Access to Community Support Group

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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.

Equinet Academy's WSQ Branding and Brand Strategy Certificate Sample

*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

Trainer at Equinet Academy, Chris Minjoot

Chris Minjoot

Chris is a senior branding and marketing professional with over 31 years of experience as both an in-house practitioner and a consultant servicing clients from a wide range of industries. He was part of the team responsible for branding MindChamps (conceptualised its name) and spent 10 years contributing to its growth via public relations and marketing campaigns. His holistic approach to branding has seen him naturally taking on the additional role of brand champion within organisations to actively drive internal communications and staff engagement. Chris is an ACLP certified trainer, and he is passionate about imparting his knowledge to others.

Why Learn at Equinet?

At Equinet, we are passionate in delivering quality training and want to see you succeed. Get expert advice, learning resources, and post-training support for up to 3 years.

Re-Attend the Course Once Within 3 Years

Forgotten what you've learnt after some time? Resit and re-experience the entire course in-person or online.

3-Year Access to the Courseware via Our LMS

Get 3-year access to the updated course slides, templates, and guides. Be ready to implement the concepts learnt.

Post-Training Mentoring with Industry Experts

Facing challenges during implementation? Consult our experts in a small group setting. Regularly scheduled.

Lifetime Access to Community Support Group

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

Course Fees & Fundings

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

Course Fee:
S$990.00 (exclusive of 9% GST)

Course Fee After Eligible SSG Subsidies:
From S$386.10 (inclusive of 9% 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 9% GST): S$386.10

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 9% GST): S$584.10

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 9% GST): S$386.10

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 9% GST): S$584.10

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 9% GST): S$386.10

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 apply now.

Course Schedule

WSQ Branding and Brand Strategy Course
LocationCourse DatesDuration
In-Person29, 30 Aug 2024 (Thu, Fri)9.00am - 6.30pm
In-Person02, 03 Dec 2024 (Mon, Tue)9.00am - 6.30pm

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.

WSQ Branding and Brand Strategy

Build a Distinctive Brand that Impacts and Inspires

Accredited by SkillsFuture Singapore

Duration: 18 Hours (2 days)

In-Person or Online-Based Classroom

Re-attend the course once within 3 years

3-year access to the courseware via our LMS

Post-training mentoring with industry experts

Lifetime access to community support group

Up to 70% Subsidy. Reserve your seat today.

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