Digital Branding: Optimising your brand for the latest digital spaces

Part of the ModularMaster in Strategic Digital Marketing programme

Digital has fundamentally shifted communication between brands and their consumers from a one-way broadcast to a two-way dialogue. In a hastened bid to transform their businesses to be digital market-ready, most businesses leave their brands behind in their traditional mode, simply replicate their existing brand message for the digital platform, or are unsure of how to make a transition.

Pressured by the need to make their brands work to meet business objectives, the challenges get compounded. This course will address those vital gaps and give participants an understanding of what digital branding is, in the context of traditional branding and how it can be optimized for the critical role it plays in digital marketing.

Participants will learn how, in an era of sheer mass of information, legendary archetypes can be used to create the positioning differentiation to connect with consumers and be trained on how to craft their own brand story–walking away complete with a Positioning Map Model (which can continually be applied to cater to different product growth cycles or a changing competitive environment) and a Digital Brand Toolkit.

Plan your learning path

This course can be taken as a module on its own or as part of the Graduate Certificate in Digital Marketing Strategies stack and participants will earn 12 subject credits which can also be used towards completing the ModularMaster in Strategic Digital Marketing.

Course Details

Course Dates:
Registration Closed.  


Past Intakes

  • Intake 3: 8 Jul to 26 Aug 2021
  • Intake 2: 24 Feb to 14 Apr 2021
  • Intake 1: 20 Feb to 27 Mar 2020



Who Should Attend

  • Brand/Marketing/Communications Professionals, Business and Brand Owners

  • Brand/Web Content Strategists/Writers across industries

None, but some basic understanding of current social media, digital platforms would be beneficial.

Programme Outline

Learning Objectives and Structure
  1. Understand the function of branding
  2. Understand and differentiate between rational and emotional branding
  3. Understand digital branding
  4. Connect with customers using the Legendary Archetypes approach
  5. Learn the concept, principles, and strategies of Positioning
  6. Learn and create your own Positioning Map
  7. Learn the value of Storytelling and Craft your own Brand Story
  8. Use the Digital Brand Toolkit to build successful digital marketing campaigns

Programme Structure: Participants will go through 4 days of training. Class will reconvene on the 5th day for a presentation as part of the course assessment.

Day 1
  • Defining branding, its scope and significance
  • Discerning the difference between rational and emotional branding and what sways the buying decision
  • Where does digital branding fit in the context of traditional branding? Evaluating the four ways a brand emerges
  • Where does digital branding fit in the context of digital marketing? Learning how digital has shifted the communication between brands and their consumers
Day 2
  • Discovering the secret of legendary archetypes and learning how to connect with consumers using archetypes
  • Determining your own brand archetype and how to use it to connect with your consumers
  • Acquiring the Positioning Map Approach to map your competition, to deduce your current positioning and target desired positioning
  • Learning the concept of positioning and how to distill and articulate your unique positioning
Day 3
  • Importance of stories and how they are key to the virality of digital content
  • How to charm with a story - learning story crafting techniques
  • Crafting your own brand story
    • Sharing your brand story and re-crafting to refine
    • Gaining insights on how your brand story can be applied to the digital media
Day 4
  • Building your Digital Brand Toolkit for successful digital marketing
  • Why brand success equals business success – Learning from other brands
  • Learning from some big brand failures
  • Consultation for Final Project Presentation/ Assessment
Day 5
  • Project Presentation

Participants to complete a simple assessment and final project to evaluate course understanding and augment learning outcomes.

Subject Credits

Upon completion and satisfying the requirements of passing this course, learners will be awarded 12 subject credits.

Course Fees and Funding

Full course fee inclusive of prevailing GST

You pay

SkillsFuture Course Fee subsidy (70%)

  • For Singapore Citizens < 40 years old 
  • For Permanent Residents

You pay

Mid-Career Enhanced Subsidy (90%)

  • For Singapore Citizens ≥ 40 years old

You pay

Enhanced Training Support for SMEs (90%)

  • For SME - Sponsored employees

You pay

The above module fee payable is inclusive of 9% GST. 


Jean Tan
Adjunct Senior Fellow, SUTD Academy
Brand & Marketing Consultant, Aago Consulting

Jean Tan leads Aago Consulting, an integrative brand, marketing and communications consultancy with clients in industries ranging from Artificial Intelligence, Arts & Heritage, Consumer Goods/FMCGs, Corporate Services, Education, Financial Services, FinTech, Food Solutions & Services, Healthcare & Sciences, Hospitality, Leisure & Travel, Lifestyle & Entertainment, Media, Medical, MICE, Non-Profit Organizations, Online, Petroleum & Fuels, Real Estate, Theatre & Arts, Trade Associations, Technology to Virtual Reality.
As well as independent assignments from countries as far-flung as Africa and the US, Jean’s work includes Enterprise Singapore-funded Branding Internationalization Projects and National Arts Council (NAC) Sector Transformation Fund (STF) Projects. A PMC-Certified Practising Management Consultant, recognised by more than 80 countries worldwide, her clients range from award-winning start-ups, SMEs to MNCs.

With more than 20 years corporate experience, spanning 20+ countries, Jean has headed Brand, Business Strategy and Marketing departments/divisions in MasterCard International Inc. (Payments), Standard Chartered Bank (Priority Banking/Wealth Management), American Express Inc. (Consumer Banking), DBS Bank Group (Payments), Prudential (Retail Financial Services) and DPSL (Sony Digital Picture Stations).

Winner of several awards, and speaker at conferences, Jean’s public relations messaging and story-angling has gained coverage in media from The Business Times Singapore (Editorial), Radio France International, Reuters, to

Policies and Financing Options

SSG Funding Terms and Conditions

Use of Personal Details

In consideration of the subsidy provided by SkillsFuture Singapore Agency (“SSG”) through the SUTD Academy for the Course,

I consent to:

The collection, use and disclosure to relevant third parties of my personal data by the SUTD Academy including but not limited to personal particulars, attendance records, assessment/performance records, for the following purposes:

  1. Reporting of national statistics and conducting of holistic continuing education training research and analysis;

  2. Facilitate the conduct of the relevant surveys and audits in relation to the Course;

  3. General administration of the Course including but not limited to processing of the subsidy provided by SSG;

  4. Publicity and marketing of the Course or other Courses to be provided by SSG or SUTD Academy; and

  5. SSG or its Appointed Auditors or Nominated Representatives to directly contact Course Participant to obtain information deemed necessary for the purposes of conducting effectiveness survey or audits in relation to the Course.

I agree to:

  1. Attend and complete all lectures, class exercises, workshops and assessments;

  2. Complete the Course feedback at the end of the Course;

  3. Complete the post Course survey sent about 3 to 6 months after class attendance; and

  4. Sign up for a personal email account.

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SUTD Terms and Conditions

Methods of Payment

Learn more about the available payment modes.

Cancellation & Refund Policy

  1. If a written notification is sent to within 24 hours after course registration deadline there will be no cancellation charges. A full refund will be made. 

  2. No refund is provided if written notification is more than 24 hours after course registration deadline. SUTD Academy reserves the rights to collect the full fee amount from the participant.

Replacement Policy

Companies may replace participants who have signed up for the course by giving a 3-working day notice before the course commencement date to Terms and conditions apply.

Registration Policy

  1. Course may be cancelled due to insufficient participants. SUTD Academy will not be responsible or liable in any way for any claims, damages, losses, expenses, costs or liabilities whatsoever (including, without limitation, any direct or indirect damages for loss of profits, business interruption or loss of information) resulting or arising directly or indirectly from any course cancellation.

  2. Course enrolment is based on a first-come, first-served basis.

  3. SUTD Academy reserves the right to change or cancel any course or instructor due to unforeseen circumstances. 

Types of Funding

Funding under Mid-Career Enhanced Subsidy ("MCES")

  1. MCES is an enhanced Subsidy to encourage mid-career individuals to upskill and reskill, thereby helping them to remain competitive and resilient in the job market. With this, all Singaporeans aged 40 and above will receive higher subsidies of up to 90% course fee subsidy for SSG-funded certifiable courses.

  2. Individuals/employers are not required to submit an application for the MCES. Those pursuing SSG-funded programmes will be charged the appropriate subsidised fees by SUTD Academy if they are eligible MCES. Individuals/employers will only need to pay the nett fee (full course fee after SSG's grant).

    For more info, please visit SkillsFuture website at

Funding under Enhanced Training Support for SMEs ("ETSS")

  1. ETSS is an enhanced funding to enable SMEs to send their employees for training.

  2. SMEs will enjoy subsidies of up to 90% of the course fees when they sponsor their employees for SSG-funded certifiable courses.

  3. In addition to higher course fee funding, SMEs can also claim absentee payroll funding of 80% of basic hourly salary at a higher cap of $7.50 per hour. SMEs may apply for the absentee payroll via the SkillsConnect system.

  4. To qualify, SMEs must meet all of the following criteria:
    - Organisation must be registered or incorporated in Singapore
    - Employment size of not more than 200 or with annual sales turnover of not more than $100 million
    - Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
    - Trainees must be Singapore Citizens or Singapore Permanent Residents

    For more info, please visit SSG website at

Funding under Union Training Assistance Programme ("UTAP")

UTAP is a training benefit for NTUC members to defray their cost of training. This benefit is to encourage more union members to go for skills upgrading.

NTUC members enjoy 50% unfunded course fee support for up to $250 each year when you sign up for courses supported under UTAP (Union Training Assistance Programme).

For more info, please visit

Funding under Post-Secondary Education Account ("PSEA")

The Post-Secondary Education Account (PSEA) is part of the Post-Secondary Education Scheme to help pay for the post-secondary education of Singaporeans.

This is part of the Government’s efforts to encourage every Singaporean to complete their post-secondary education. It also underscores the Government’s commitment to support families in investing in the future education of their children and to prepare them for the economy of the future. PSEA is not a bank account.

It is administered by the Ministry of Education (MOE) and is opened automatically for all eligible Singaporeans.

Account holders can use their PSEA funds to pay for their own or their siblings’ approved fees and charges for approved programs conducted by approved institutions.

However, you will have to check your eligibility and balance by contacting MOE first.

Contact MOE at (65) 6260 0777

E-mail to MOE at

Click here for MOE website.