Branding & Brand Strategy Course

Instructor-Led | Lecture, demonstration, 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

Instructor-led | Lecture, demonstration, modeling

Instructor-led | Lecture, demonstration, modeling, individual project assessment
(multiple choice questions)

• 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

Instructor-led | Lecture, demonstration, 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

Instructional-led | Lecture, demonstration, modeling, quiz game

• 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

• 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

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.

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.

Typically, in a traditional classroom, classes are conducted with 1 trainer to 20 – 24 learners in a cluster or classroom seating format. Group discussions, group presentations, lectures, peer-to-peer coaching are all conducted face-to-face (in-person).

In an online-based classroom, lessons will be delivered via a video conferencing software, Zoom. Lectures will be conducted via screensharing, while group discussions and group brainstorming will be conducted via “breakout” rooms (individual virtual rooms) to split up discussions into smaller groups. Both learning modes essentially offer the same course content and learning outcomes.

Read the Online-based Classroom Learner Guide for a more detailed comparison on both formats.

Our courses offer a very hands on approach so that you will be able to apply what you learn immediately. Moreover, our trainers are industry practitioners who will be able to answer your questions and offer expert advice in real time.

We also offer post-training support which includes 2-hour Ask Me Anything sessions with an industry expert for up to 3 years, an online refresher seat within 3 years post-training, access to an insider community, and 3-year access to up-to-date courseware via the learning management system.

Equinet Academy’s courses are meticulously designed to provide bite-sized yet comprehensive information that are highly relevant to the industry’s needs. Through a combination of individual project work, peer-to-peer interaction, and practice and feedback, trainees can immediately apply the concepts learnt in class to their real world projects.

If you feel that you have not met the learning objectives at the end of the course, you are always welcomed to re-sit the course online without any additional cost. You will also have full access to the courseware online which you may review during and after the course, and post-training support to address any challenges you may face along your learning journey through consultation with subject matter experts.

If you are unsure about your learning objectives, you may use the Course Selector Tool to get course recommendations tailored to your needs. If you are still unsure whether this course is suitable for you, please leave your contact details here. A course consultant will get in touch with you to recommend appropriate course(s) based on your learning objectives.