How to turn your business into a brand

As the saying goes “If you are not a brand, you are a commodity”. Brand building has been widely acknowledged as an effective tool to help businesses to differentiate themselves to achieve long term profitability. However, many organisations lack a common understanding amongst staff in the branding process resulting in incoherent efforts across departments. In addition, some companies see brand building as a “campaign effort” and fail to nurture and grow the brand/s over time with new initiatives. The truth is brand building is strategic and requiries long term commitment.

This one-day practical and intensive workshop is specially designed to provide organisations with a robust framework to turn their business into a brand. The workshop is packed with insights from both global and Asian brands that can be implemented quickly and inexpensively. This is a hands-on and highly experiential workshop.

Course Content

Module 1 – Brand Strategy Overview
Key components in establishing a brand strategy blueprint. Understand the critical process in developing the brand roadmap.

Module 2 – Brand Healthcheck
Getting insights on the brand’s strengths and weaknesses. Learn the different tools and techniques that can be used to uncover brand insights.

Module 3 – Brand Differentiation
Learn how to identify the unique selling proposition (USP). i.e. the sweet spot and establish a clear and sustainable positioning to articulate the USP . Understand the different positioning strategies that can be deployed to stand out from the crowd.


  • Date: 21st August 2015 (Friday)
  • Time: 9am to 5.30pm
  • Venue: Marketing Institute of Singapore, North Bridge Road campus
  • Course fee: $690.00 per participant
  • Email:

Ms Catherine Chai is a strategic brand consultant, trainer, educator and facilitator. She has held brand management roles managing global brands for several years prior to entering the consulting industry. As a strategic brand consultant, she has consulted for more than 50 companies and trained more than 5000 people cutting across B2B, B2C and government sectors in Asia. Her areas of expertise include brand strategy, marketing, storytelling, service excellence, brand research, and facilitation. Ms Catherine Chai holds an MBA from University of Melbourne and brings with her over 15 years of in-depth experience. She is a practicing management consultant certified by Singapore Business Advisors & Consultants Council (SBACC). Catherine is a life-long learner; she is passionate about sharing her knowledge and experience with others and subscribes to the philosophy “in learning we teach, in teaching we learn”.

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