HRD Corp Claimable Course
How to take this course
In-house for Your Team
Tailored to your cases, at your premises or ours. It is an HRD Corp Claimable Course (SBL-KHAS).
Get a QuoteAlso available as private 1-to-1 coaching. Ask about coaching
Also available live online on MS Teams or Zoom.
What you will be able to do
- Apply the brand archetype in the communications plan
- Trigger brand activation at communication touchpoints
- Identify the brand's core values and unique story
- Craft brand stories with storytelling techniques
Who should attend
Marketing and product teams, brand managers and customer services leaders who need to build a brand strategy that delivers business objectives and a consistent brand voice across all communication channels. Participants are guided by the trainer and coached in a workshop setting.
Pre-requisites: Brand Management (MC-BM). SPM, diploma or degree holder.
Class in action
Programme by day and module
Day 1
9.00am to 12.30pm
Module 1 · Mapping Business Objectives Into the Brand for Results
Participants learn about business strategy and objectives and how the brand helps deliver them. They learn about target audiences and market segments, and how the 4As marketing mix shapes the brand strategy.
- Business objectives, the 4As and the brand strategy Lecture
- The brand strategy and positioning statements Workshop
- Creating a brand strategy to deliver business objectives Group Activity
12.30pm to 1.30pm · Lunch break
1.30pm to 5.00pm
Module 2 · Marcom Touchpoints and Media Channels for Brand Placements
Participants learn to see communication touchpoints as brand activation opportunities on the customer journey, and how touchpoints can trigger audiences to take desired actions and accept the brand.
- Touchpoints and triggering audiences Lecture
- Creating touchpoints for brand placements Workshop
- Proposing brand placements for audience activation Group Activity
Day 2
9.00am to 12.30pm
Module 3 · Creating Your Brand Stories
Participants learn brand storytelling techniques and how to build brand equity to be the first choice in the customer's mind. They learn to identify the brand's identity, meaning, response and relationship with the customer.
- Creating the brand story, brand vision and values Lecture
- Bringing the brand story to life Workshop
- Creating brand stories Group Activity
12.30pm to 1.30pm · Lunch break
1.30pm to 5.00pm
Module 4 · Telling Your Brand Story
Participants learn active listening and how to respond to customer feedback. They learn to use storytelling in daily customer conversations, build emotional relationships with customers and understand customer needs.
- Weaving the brand story into customer conversations Lecture
- Techniques for active listening and responding to customer feedback Workshop
- Sharing the brand story Workshop
- Practising real-world storytelling scenarios Group Activity
How the course runs
Before
Training Needs Survey
During
Training: practice on your own work
After
- Learning Assessment
- Post-Training Implementation Plan
- Course Evaluation (TEE)
- Certificate
What Is Included
- Course handbook for every participant
- Workshop activities, guided and coached by the trainer
- An assessment test at the end of each module
- Your contribution and reflection in the group activities are evaluated
- HRD Corp Training Effectiveness Evaluation (TEE) feedback after the course
Certificate
- Certificate of Attendance: for every participant who attends at least 75% of the course and scores below 50% in the assessment.
- Certificate of Achievement: for participants who attend at least 75% of the course and score 50% to 79% in the assessment.
- Certificate of Competency: for participants who attend at least 75% of the course and pass 80% of the assessment.
Trainers
What participants say
Pengetahuan mengenai brand story telling
Fees and HRD Corp funding
- In-house and group fees: quoted for your team size and dates.
Employers registered with HRD Corp can claim this course against their levy. How claiming works
Frequently asked questions
Who should attend Brand Strategy and Storytelling?
Marketing and product teams, brand managers and customer services leaders who need to build a brand strategy that delivers business objectives and a consistent brand voice across all communication channels. Participants should hold SPM, a diploma or a degree.
How long is the course?
2 days (14 hours), 9.00am to 5.00pm each day, with a lunch break from 12.30pm to 1.30pm.
Is this course an HRD Corp Claimable Course (SBL-KHAS)?
Yes. It is an HRD Corp Claimable Course (SBL-KHAS). Employers registered with HRD Corp can claim it against their levy.
Can we run it in-house or online?
Yes. It runs in-house only, at your premises or ours. You can also take it as private 1-to-1 coaching, or attend live online on MS Teams or Zoom.
How are fees set?
In-house fees are quoted for your team size and dates.
What certificate do participants receive?
Every participant who attends at least 75% of the course gets a certificate. The assessment score sets the certificate: Certificate of Attendance (below 50%), Certificate of Achievement (50% to 79%) or Certificate of Competency (pass 80% of the assessment).
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Get a Quote
Tell us your team size, preferred month and location, and we will send a quotation.