A Brand symbolizes how people think about your product or service. Branding is about perception, making an emotional connection with consumers and satisfying their want and needs. Successfully branded products or services contain two basic elements – features or attributes and emotional benefits. The first is common to all products and services. The second, emotional benefits associated with brands are what make them successful. By understanding the psychology of branding, companies are better equipped to create their brand’s USP (unique selling proposition) and position themselves in the marketplace. The same principles apply to small and large companies and individuals who need to market their personal brand or service. With a clear understanding of your target audience and what they want, creating a brand perception to match the consumer’s needs through branding, makes the sales and marketing of a product or service significantly easier. This high-energy workshop offers a simple step-by-step process to formulate a consumer-focused brand by developing a brand blueprint. This training is interactive. Short lectures are followed by individual in class assignments, small and large group discussion and hands-on learning activities.  

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Course Outline

In this workshop you will learn:

• Know the difference between a brand and branding
• Learn the importance of developing a brand perception that connects with the consumer
• Identify your true, niche target audience (your ideal customer), clarify the demographics and psychographics
• Develop your brand’s (USP) Unique Selling Proposition that answers the consumer’s wants and needs
• Create a marketing message that communicates your product or service solution to the consumer
• Build a brand personality that aligns with their personality
• Identify your brand positioning so you are selling at the right price and in the correct place
• Develop a brand name, brand colours, fonts, tag lines and packaging that tells the consumer what you are all about and creates an image that they resonate with.
• Craft a brand marketing strategy that drives your target audience to your place of business or website
• Ensure you’re marketing through the right marketing channels.

Methodology:
This workshop is experiential; it is conducted through mini lectures and visuals, followed by group activities, group discussion, role play and individual participation.

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Available Course Sessions

Please click here to stay updated on upcoming sessions.

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Trainer Profile

Pamela Wigglesworth

International corporate consultant, speaker and Managing Director of Experiential Hands-on Learning, Pamela Wigglesworth, CSP is passionate about helping SMEs and entrepreneurs shorten their learning curve and accelerate their business results.
A resident of Asia for over 27 years, she works with companies across multiple industries to increase their awareness, increase leads and ultimately increase sales. Pamela helps companies to strategize, systemize and monetize their business. In addition, she assists corporate companies with sales presentation skills and personal communication skills.
She is the author of two books, Public Relations; and Small Business Acceleration: Get Noticed using Facebook, LinkedIn, Email Marketing, Public Relations and Video Marketing.
She has a WSQ Advanced Certification in Training & Assessment (ACTA) and has spoken at events and conducted trainings in Singapore, Malaysia, Indonesia, Brunei, Cambodia, China, Thailand, the Philippines and Vietnam.
Among many others, some of Pamela’s corporate clients include CapitaLand, SPH, Olympus, HSBC, Liberty Insurance, Dell-EMC, NUS, Media Prima, Chanel, Taftc, BEDB and Roche.
Pamela is a member of the Global Speakers Federation and served as the 2011-2012 Vice President of the Asia Professional Speakers Singapore (APSS). Pamela was a founding board member of the PrimeTime Business and Professional Women’s Association. She is a frequent speaker for business associations and has had multiple articles published online and in the Straits Times, Berita Harian and the Singapore Marketer magazine. She has appeared on Channel News Asia and RTB News TV in Brunei.

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