Strong brands are built on the actions of employees over time. In today’s economy, customers not only scrutinize product/service features and pricing but also the people behind the products and services. Hence if brands are to be an integral part of company strategy, they need to gain traction internally and considerable effort must also be dedicated to preparing employees for delivering on a brand’s promises.

The right employee behavior can translate the brand's promise into a positive customer experience; a strong external brand is only as strong as the internal brand. Thus, it is crucial that employees "live the brand." By properly aligning employee behavior, a company can build a brand that is more credible, more durable, more effective, and more clearly differentiated.

This programme addresses the importance of building a strong employer brand and the tremendous impact it can make to achieve sustainable competitive advantage and deliver a branded customer experience.

Objective

Participants will learn how to:

• Understand what is employer branding and how it links to the corporate strategy
• Understand how to align internal brand and external brand messages
• Understand how to get your employees behind your brand
• Understand how to manage the most valuable corporate asset

Outline

• Brand Strategy Framework
• Employer brand value proposition
• Corporate values versus brand values
• The role of HR in the employer brand building process
• Steps in building a strong corporate brand culture
• Aligning internal and external brand messages
• Translate the company's brand values into physical employee behaviors
• Identifying and grooming brand champions for the company
• Delivering the "branded’ experience

The programme is highly participative in nature. As such, minimum but meaningful concept inputs will be given, followed by discussion and exercises on local, regional as well as global brands.

Who should attend

This workshop is suitable for:

• Senior leaders who wants to develop a brand-driven culture
• HR & OD practitioners
• Marketing practitioners

Methodology

The course includes the use of:

• Mini case studies
• Group discussion
• Worksheets
• Self-evaluation and feedback

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)