Successful organisations create value by building strong brands. A good brand effectively communicates and consistently demonstrates its value propositions in a way that is recognised, experienced and appreciated by customers. A well-planned brand strategy allows you to successfully differentiate your products and services from your competitors. Companies that cultivate their brand equity will find themselves in a better position to preserve margins, grow their businesses and venture into new markets.
Launched in 2005, BrandPact aims to help companies build and use their brands as a strategy for business competitiveness. To increase companies’ awareness of the importance of brand development, we work with business associations and brand experts to offer branding workshops, forums and online resources to inform and educate companies. Funding support for branding consultancy is available to eligible companies.
We also support platforms such as Singapore Prestige Brand Award, which recognises companies that have shown outstanding performance in developing and managing their brands. The award serves as a benchmark of quality and success in branding which other companies can strive towards.
Your Branding Journey
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| First of all, what is Brand Development? |
Before you even embark on brand development, it is important for you to understand what it is all about. Click here to find out the 6 critical steps that you should take to grow your brand.
Read how other companies have built successful brands.
“Behind Every Brand is a Story – What’s Yours?” - Book 1
“Behind Every Brand is a Story – What’s Yours?” - Book 2
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| I would like to try to do some brand development on my own. Can I get some guidance? |
A Branding guide has been jointly developed by SPRING and Marketing Institute of Singapore as part of the SME Marketing Toolkit. This comprehensive yet easy-to-use guide helps you recognise and put in place key elements to develop, implement and manage your brand through better knowledge and cost-effective DIY techniques.
You can also attend an introductory workshop to learn how to use it effectively. The toolkit and workshop dates can be found at www.i-marketer.org/toolkit.
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| I am ready to embark on a brand development project. Where can I get help to conduct a brand audit and devise a strategy? |
The SME Consulting Programme run by the UOB-SMU Entrepreneurship Alliance (USEA) Centre supports brand consultancy projects taken on by SMU students with strong academic background and supervised by mentors with the requisite experience and domain expertise. These projects are made affordable for small & medium-sized enterprises with financial support from USEA.
Click here for more information on USEA and to find out more about brand development projects they have done.
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| I am ready to embark on a brand development project. Is there support available from SPRING? |
SPRING Singapore offers funding support to eligible companies. You will need to first apply for the SMART Initiative. SMART diagnoses your key management needs and prioritises actionable solutions for sustained business growth. You can then embark on building capabilities with greater direction and focus.
If branding has been identified as a priority for your company, you can proceed to apply for funding under BrandPact. Your company must own and develop brands, products or services that are superior or innovative. Complete the preliminary assessment form (WORD format, 86.5kB) and send it to patricia_kwan@spring.gov.sg. We will contact you to discuss the options open to you.
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| Are there any industry branding efforts that I can participate in? |
BrandPact supports industry-wide branding efforts. Click here to find out if there are any initiatives by your industry association.
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| How do I go about choosing the right brand consultant for my project? |
If you are ready to engage a brand consultancy firm, first take a look at “Starting Your Brand Journey” (PDF format, 953kB) for a better idea of what to expect out of a branding project and also tips on how to work more effectively with brand consultants.
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