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From Bland to Brand - Creating a Winning Brand Strategy
This concise and compact course distils 20 years of brand consulting experience to help you accelerate your knowledge of creating a brand strategy. The intention is to give you a clear, simple, and actionable proprietary step-by-step based on BROC’s brand consulting framework. It’s a robust and proven roadmap creation process that helps build a stronger and meaningful brand.
√ If you are new to brand strategy, this course has clear instructions and handy worksheets.
√ If you have a brand strategy, this course will be an excellent checklist to audit brand strategy and test its robustness.
√ If you have a successful brand, this course will help you uncover new opportunities to further your brand.
√ If you are new to brand strategy, this course has clear instructions and handy worksheets.
√ If you have a brand strategy, this course will be an excellent checklist to audit brand strategy and test its robustness.
√ If you have a successful brand, this course will help you uncover new opportunities to further your brand.
Objective
What You’ll learn:
√ What are the different types of brands, and how should you choose
√ How to develop a brand vision, mission, and values for your brand that serves as the foundation for brand success
√ How do you find your true brand differentiators to resonate with your target audience?
√ How to develop a brand personality to guide your brand expression
√ How to make your brand strategy come to life.
√ What are the different types of brands, and how should you choose
√ How to develop a brand vision, mission, and values for your brand that serves as the foundation for brand success
√ How do you find your true brand differentiators to resonate with your target audience?
√ How to develop a brand personality to guide your brand expression
√ How to make your brand strategy come to life.
Outline
Brand Discovery
√ Uncovering Brand Insights
√ Mapping the Brand Portfolio
Review & Strategise
√ Brand Vision & Mission Crafting
√ Developing the Brand Values
Orchestrate The Experience
√ Creating Engaging Brand Touchpoints
√ Emotional Branding Techniques
Communicate & Cascade
√ Stakeholder Buy-In & Alignment
√ Implementation & Measurement
This workshop is a dynamic blend of theory and action designed to deliver a profound understanding of brand strategy through a hands-on, interactive approach.
The methodology centers around:
√ Uncovering Brand Insights
√ Mapping the Brand Portfolio
Review & Strategise
√ Brand Vision & Mission Crafting
√ Developing the Brand Values
Orchestrate The Experience
√ Creating Engaging Brand Touchpoints
√ Emotional Branding Techniques
Communicate & Cascade
√ Stakeholder Buy-In & Alignment
√ Implementation & Measurement
This workshop is a dynamic blend of theory and action designed to deliver a profound understanding of brand strategy through a hands-on, interactive approach.
The methodology centers around:
- Real-World Learning: Drawing from a rich collection of global and Asian case studies, the course offers insights into successful brand strategies across diverse markets.
- Interactive Discussions: Engage in lively group discussions that foster collaborative learning and exchange of ideas.
- Practical Exercises: Dive into hands-on exercises that reinforce theoretical concepts and put them into immediate practice.
- Brand Strategy Blueprint: A key takeaway from this workshop is the creation of a brand strategy blueprint draft. Participants will work on drafting a blueprint that they can take back to their organisation, laying the foundation for a solid, actionable brand strategy.
- Experiential Learning: By simulating real-life branding challenges, the course enables participants to apply concepts in a controlled environment, ensuring they gain practical skills alongside theoretical knowledge.
Who should attend
This workshop is suitable for senior managers, marketers and business owners who want to understand how strong brands are built. As this workshop is 30% conceptual and 70% hands-on practice, it is suitable for those who want to bring real ideas and plans back to the work to create success for their brands.
Testimonials
"Allium Healthcare has the pleasure of working with Catherine Chai over four years. It has been a great pleasure and joy working with Catherine. We strongly recommend the leadership of Catherine. She is professional and highly dedicated. Your brand and people will be in steady hands, Catherine's passion and commitment are unparalleled, and she works with only one goal in mind – strengthening your brand and improve your employees' performance.” – Bernie Poh, CEO, Allium Healthcare (Singapore) Pte Ltd
“We decided to engage the leadership of Catherine to guide us. Catherine has an authentic ability to quickly hone in on who we are, our maxims and what we are trying to accomplish with your business. She expertly helped us crystallise our portfolio of brands, and we gained clarity about articulating our service offerings and target audience. Through her simple but powerful branding process, she positioned our corporate, employer, and product brands clearly and succinctly, reflecting our competitive advantage. More importantly, she trained our employees to internalise the brand to be the brand ambassadors. We had great fun during the brand ideation and brand engagement workshop.” – Geraldine Tan, Founder & CEO, Catalyste Pte Ltd
“We decided to engage the leadership of Catherine to guide us. Catherine has an authentic ability to quickly hone in on who we are, our maxims and what we are trying to accomplish with your business. She expertly helped us crystallise our portfolio of brands, and we gained clarity about articulating our service offerings and target audience. Through her simple but powerful branding process, she positioned our corporate, employer, and product brands clearly and succinctly, reflecting our competitive advantage. More importantly, she trained our employees to internalise the brand to be the brand ambassadors. We had great fun during the brand ideation and brand engagement workshop.” – Geraldine Tan, Founder & CEO, Catalyste Pte Ltd
Profile of Catherine Chai
Employer Brand Strategist | Leadership & Team Coach | Learning Experience Designer
Catherine Chai is a seasoned facilitator, executive coach, and learning strategist with over 20 years of experience. She brings a unique blend of business acumen, human insight, and infectious energy to every room, whether she’s coaching senior executives, running leadership offsites, or equipping middle managers to become effective people developers.
As the founder of Broc Consulting, Catherine has led more than 300 projects across Asia, partnering with Asia-based multinationals, public institutions, nonprofit organisations organisations and forward-looking SMEs. She has a keen eye for where culture, communication, and leadership intersect. She’s known for designing engaging, impactful and practical learning experiences that stick.
Catherine holds the ICF Professional Certified Coach (PCC) credential and is a sought-after speaker on employer branding, coaching leadership, and culture transformation. She also chairs the EGN HR Leaders Peer Group and serves as an adjunct faculty member at the Singapore University of Social Sciences, where she teaches Strategic Brand Management.
