Branding and Marketing

A Branding and Marketing strategy can help your business create a unique brand persona that increases your brand relevance amongst consumers and differentiates you from competition. Coupled with a well-developed marketing plan for execution, you can then build brand equity over time to better support your efforts in the areas of partnerships, product diversification and internationalisation.

Supportable Activities

A brand and/or marketing strategy development project typically comprises the following processes:

  • Brand strategy development
    • Conduct brand audit and research to identify gaps, gain market insights and identify opportunities
    • Develop brand strategy, including identifying brand value proposition and market position
    • Develop visual identity system to align customer touch-points with brand message
  • Marketing strategy development
    • Conduct audit and market research to identify gaps in current marketing efforts, gain customer insights and understand industry trends
    • Define market position, unique value proposition and marketing objectives
    • Develop marketing strategy and implementation roadmap to align and improve marketing efforts to meet the defined objectives

Non-supportable Activities

The following activities/cost items are not supportable under the CDG as they are considered to be operational in nature and not exclusive to capability development projects:

  • Production of marketing collaterals (e.g. developing brochures / videos / websites, photography, copywriting, purchasing stock images, advertising, media buy, etc.)
  • Execution of brand roadmaps, marketing campaigns (e.g. consultant retainer fees, engaging social influencers, managing websites / social media platforms, Search Engine Optimisation (SEO) implementation and Search Engine Marketing (SEM), etc.)

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Resources

  • Marketing Toolkit to improve your company’s value proposition and learn how you can develop marketing strategies to drive competitiveness and sales.
  • SME Consulting Programme offers businesses the opportunity to engage SMU students supervised by SMU faculty or industry practitioners for branding and marketing projects, with financial support from the UOB-SMU Asian Enterprise Institute.
  • Sales & Marketing training modules under WSQ Business Development framework help marketing professionals understand their company’s products/services and its business environment, and develop and implement sales and marketing strategies.
  • Ready-to-go solutions on Tech Depot to kick-start your technology journey.
 

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