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    Event Profile
    Date Mar 02, 2018
    Time 9:00am to 5:00pm
    Venue Mandarin Orchard Singapore
    333 Orchard Road
    Singapore 238867
    Fee
    7% GST will apply
    SGD 520.00
    3 & above: SGD490.00 each
    For Member
    SGD 494
    3 & above: SGD465.5 each
    NoteBreakfast, two tea breaks and buffet lunch will be served; complimentary car parking coupon will be provided upon request
    Trainer
    Activity
    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
    Catherine is a strategic brand advisor, and author of From Bland to Brand – the essential handbook for Asian businesses. Forward-looking Asian businesses go to her to help them accelerate their brand growth and ignite a brand-driven culture.

    She has worked on over 100 projects in various sectors such as education, FMCG, construction, technology, hospitality, F&B, publishing, professional services, healthcare etc. Some prominent brands include Raffles Hotels & Resorts, Singapore Management University, Kao Corporation, Cerebos, TDK, Eu Yan Sang, Bee Cheng Hiang, Times Publishing, just to name a few.

    Catherine has a long and successful track record as a consultant, trainer, facilitator, speaker and educator working in settings ranging from business, local government and NPO sectors.

    She trains and facilitates a wide variety of workshops from C-suite to operational level. She obtained her MBA from University of Melbourne and a degree in Business Administration from National University of Singapore.

    Professional Certifications
    • Certified Practicing Management Consultant (Singapore Business Advisors & Consultants Council)
    • Certified Scope IP™ Consultant (Intellectual Property Office of Singapore)
    • WSQ Advanced Certificate in Training & Assessment (Singapore Workforce Development Agency)
    • Dynamic Facilitation Practitioner
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