Pioneer Team Member Behind MindChamps' Branding & Communications Initiatives
PR Strategist Behind 178% Follower Growth and 15 Industry Awards at ScienTec
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WSQ-accredited courses are eligible for SkillsFuture subsidies.
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
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
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
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
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
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
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
Click on the course dates above to register online.
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
“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.“
Joey Leong
“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.”
Syuhadah
“I gained valuable insights that added value to my rebranding project. Chris Minjoot was a great trainer.“
Fadhil Fo'ad
“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.”
