How To Turn A Non-Profit Organisation (NPO) Into A Strong Brand
Duration
: 1 day / 8 hours (inclusive assessment)
Venue: Social Service Institute
Overview
This module aims to provide learners with a robust framework to turn their non-profit
organisations (NPOs) or Voluntary Welfare Organisations (VWOs) into a brand. Many
NPOs/VWOs overlook the need for developing a brand strategy and underestimate the
power of branding. Learners are exposed to the key components in a brand strategy and
case studies on how similar organisations leverage the power of a strong brand to drive their
social causes.
Learning Outcomes
By the end of the course, participants will be able to:
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Explain the concept of "brand"
Explain the importance and power of Branding for NPOs
Explain the process in developing a strong brand
Identify the components in developing a strong brand
Target Audience / Pre-requisites
Target audience includes all professionals who are responsible for brand development and
marketing functions within a NPO or VWO, non-marketing/branding professionals looking to
acquire strong branding knowledge, and for those who need to update themselves and seek
new ideas on brand building.
The skills and knowledge for this course, which the learner is assumed to possess, are as
follows:
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Be able to listen and speak English at a proficiency level equivalent to the Employability
Skills System Workplace Literacy (WPL) Level 6
Be able to read and write English at a proficiency level equivalent to the Employability
Skills System Workplace Literacy (WPL) Level 6
Be able to use numeracy skills equivalent to the Employability Skills System Workplace
Numeracy (WPN) Level 6
Assessment Requirements
Learners will be assessed by written questions in a summative assessment at the end of
training.
Course Agenda
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What is a brand:
-- Myths of branding
-- Similarities of Branding between “For Profit” Organisations & Non-Profit
Organizations
Power of branding:
-- Key benefits
Components of Brand Strategy – Part 1:
-- Process in brand building
Components of Brand Strategy – Part 2:
-- Brand Platform
Managing The Brand
Course Fees
Full fees: $550 exclusive of GST
Nett Fees^: $165 exclusive of GST (after WDA subsidy of 70%)
^Funding is applicable to Singaporeans and Singapore PRs only.
Trainer’s Profile
Ms Catherine Chai, Principal Consultant – Broc Consulting Pte Ltd, is a strategic brand
consultant, trainer, facilitator, speaker and educator. She brings with her over 20 years of
extensive experience in brand strategy, brand management, marketing, training and
facilitation skills across various industries. Catherine started her career in brand
management roles working for companies such as Pernod Ricard (2nd largest wines and
spirits company in the world) and Yeo Hiap Seng Ltd managing brands in the local, regional
and international markets. She later joined the consulting industry in year 2000. Over the
years, Catherine has successfully helped more than 50 companies in the B2B and B2C
sectors cutting across many industries to chart their brand growth.