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 two-day practical and intensive workshop is specially designed to provide businesses with a robust framework to create an unfair advantage in the market space by leveraging on the power of branding. 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.

Objective

Do you have the following challenges?

1. You don’t know what to brand and how to brand
2. You don’t know how to attract more customers to your brand
3. You don’t know how to engage your customers more effectively
4. You don’t know how to convince your customers your brand is better
5. You don’t know how to command a premium for your products or services
6. You don’t know how to get your management and colleagues to work together to support the brand building efforts
7. You don’t know how to measure the progress and/or success of your branding efforts

This master class is for you If you want to find the answers to the above questions.

Program Benefits

• Learn how to uncover your customer’s unmet needs and wants
• Learn how to do intelligent competitive research efficiently and cost effectively
• Learn how to uncover your brand’s hidden potential
• Learn how to differentiate and win mindshare
• Learn how to manage your brand to ensure relevancy and consistency
• Learn how to get buy-in from management and across departments to deliver the brand promise
• Learn how to design an engaging brand experience
• Learn how to measure your brand building efforts and achieve success

Outline

Day 1

Module 1 - Uncover Hidden Gems

• Uncover unmet needs, wants and desires of your key stakeholders through deployment of efficient and cost effective customer research methodologies
• Conduct a competitor analysis
• Conduct a brand SWOT analysis & perceptual map
• Stocktake on your exisiting brand assets

Module 2 - Winning Strategy

• Develop the future brand roadmap with clarity and purpose
• Identify the unique selling proposition (USP). i.e. find the sweet spot to differentiate

Day 2
Module 3 - Engaging The Minds & Hearts

• Brainstorming ideas to increase brand engagement using multi-sensory elements
• Identify pain-points and wow-points to strengthen brand experience

Module 4 - Brand Action Planning

• Develop a 12 month calendar action plan to bring the brand to life
• Develop KPIs to measure brand success

Who should attend

This master class is meant for catalysts, change agents and doers. As this workshop is 20% conceptual and 80% hands-on, it is suitable for those who want to bring real ideas and plans back to the office to create success for their brands.

Catherine Chai's Profile

Meet Catherine, the dynamic founder of Broc Consulting. With over two decades of diverse experience, Catherine has established herself as a trusted ally to businesses and teams across many industries – from healthcare and supply chains to hospitality, publishing, F&B, banking, finance, retail, technology, chemicals and more. Her expertise spans both B2B and B2C sectors and government and non-profit organisations. Catherine's work engagements have taken her from Dubai and East Africa to various parts of Asia, reflecting her deep passion for understanding different cultures and working with diverse perspectives, enriching her approach to consulting and coaching.

Catherine is not just a consultant; she's a mentor, coach and educator, having led over 200 successful projects in Asia and coached leaders from Fortune 1000 companies. At the heart of Catherine's approach is a commitment to fostering value through clarity, connection, and dedication. Whether consulting, leading workshops, conducting training sessions, or offering personalized team and executive coaching, her methods resonate deeply.

Catherine consistently receives accolades from her consulting clients, who laud her exceptional ability to align stakeholders, seamlessly orchestrating collaboration to achieve remarkable outcomes, and her mindset focused on adding value. Her learners equally rave about her thought-provoking questions that spark 'aha' moments, transforming complex concepts into clear, actionable insights.

Professional Qualifications
Author of “From Bland to Brand – The Essential Branding Handbook for Asian Businesses”
Certified Practicing Management Consultant
Certified ICF PCC coach
Certified Workplace Learning Specialist
Certified ACTA Trainer
MBA from the University of Melbourne
Trained in Dynamic Facilitation
Trained in Business Excellence Framework (Enterprise Singapore)