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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.

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.

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:

• 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

Profile of Catherine Chai

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)