Equinet Academy
WSQ-accredited courses are eligible for SkillsFuture subsidies.
Craft a Memorable Brand Strategy That Builds Emotional Connection
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.
Prerequisites
You are required to have basic computer navigational skills such as opening and closing, dragging and dropping, copying and pasting of files.
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.
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 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.
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 2027
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
- 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 | 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 a Brand Audit – steps and resources
- Rebranding & Brand Refresh
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
- 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
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…
Course Fees & Fundings
Course Fee:
S$990.00 (inclusive of 9% GST)
Course Fee After Eligible SSG Subsidies:
From S$297.00 (inclusive of 9% GST) after SSG Subsidies
Check your eligible grant amount and nett payable course fees when you apply now.
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by SkillsFuture Credit and are also UTAP claimable.
SkillsFuture Baseline 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$495.00
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.
SkillsFuture Enhanced Training Support for SMEs (ETSS)
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$297.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Baseline 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$495.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
SkillsFuture Mid-Career Enhanced Subsidy (MCES)
Eligible for Non-SME Company-Sponsored, Singapore Citizens, aged 40 years old and above
Nett course fee payable (including 9% GST): S$297.00
Course fees after subsidies can be further offset by Skillsfuture Enterprise Credit (SFEC)
Course Schedule
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person |
06, 07 Jan 2026 (Tue, Wed)
|
9.00am - 6.30pm | Chris Minjoot Apply Now |
| In-Person |
09, 10 Apr 2026 (Thu, Fri)
|
9.00am - 6.30pm | Chris Minjoot Apply Now |
| In-Person |
02, 03 Jul 2026 (Thu, Fri)
|
9.00am - 6.30pm | Chris Minjoot Apply Now |
| In-Person |
15, 16 Oct 2026 (Thu, Fri)
|
9.00am - 6.30pm | Chris Minjoot Apply Now |
Frequently Asked Questions (FAQ)
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.
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
“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.“
“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.”
“I gained valuable insights that added value to my rebranding project. Chris Minjoot was a great trainer.“
“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.”
“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.”
“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.”
“The course has shared new and relevant insights that have contributed to both my personal and professional growth.“
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