The document discusses the importance of branding for small and medium enterprises (SMEs), emphasizing the need to define a clear brand identity and focus on a niche market to build brand loyalty and establish a successful corporate image. It outlines effective brand models that help organizations make informed decisions by understanding consumer behavior and identifying strategic actions to enhance brand equity. Additionally, it introduces the Ence Marketing Group, which offers various branding and marketing services with a focus on achieving measurable results for clients.

1. Branding for the SME

2. Brand
Management
• Branding is an important aspect of building your
brand and company. If you do not know who you
are and what you stand for, how would you be
able to market it, and consequently, how would
your customers know who you are and what you
are trying to sell?
• Too often we meet companies who want to sell
everything to customers from the cradle to the
grave. Too often, they also do not have the
resources to reach out to this wide audience base.
• It is always better to focus on a niche that you can
capitalise on and service well. From there you will
develop your cash cow.

3. Corporate Brand
Building
A good corporate image and brand will:
• Present your brand in the best possible light
• Cultivate positive impressions of your
company and the services you provide
• Earn brand loyalty
• Enable your brand to extend brand loyalty
through increasing brand offerings
• Capitalise on your brand to commercialise
your intellectual property
• You may use a Brand Model to facilitate the
foundation of your brand.

4. Effective Brand
Models
There are many brand models in the market. An
effective brand model:
• describes the consumer’s mindset, attitudes
and behaviors toward your brand
• predicts the future, turning “what if” questions
into observations to consider for future action
• provides you with information about what is
needed to reach your goals with consistent
standards
• offers a synthesis of everything your brand
does and a quintessential framework for
evaluating decisions.

5. Benefits of an
Effective Brand
Model
An effective brand model helps your leadership
team:
•Make better decisions --- and achieve better
financial results
•Quickly pinpoint changes in trends and your
“consumer ecosystem” and adjust your strategies in
order to stay ahead of your competitors
•Uncover emerging consumer needs and highlight
where to innovate
•Identify what strategic actions will have the greatest
impact on your brand
•Solve challenging industry problems. Data without
context leads to white noise. A brand model filters
erroneous data to help you clarify the problem

6. Benefits of an
Effective Brand
Model
• Clarify the role marketing, advertising,
innovation and the rest of your brand’s assets
play in the mind of the customer
• Organise and structure information that CEOs,
CMOs and brand managers need right away.
Drawbacks:
If your model doesn’t address the human
element of your business you’ll end up making
decisions that may produce short-term revenue
by sacrificing long-term, sustainable
profitability.

7. Branding Matrix
Brand Vision
What do we want our
brand to become?
Brand Delivery
How do we intend to
fulfill our commitment
and what actions will we
take?
Brand Promise
What is our
commitment to
customers?
Brand Positioning
How do we want to be
perceived and what is
our competitive
advantage?
I
n
t
e
r
n
a
l
E
x
t
e
r
n
a
l
F
i
x
e
d
V
a
r
i
a
b
l
e
You may use a Branding Matrix to better understand what the
various aspects of brand building will bring.

8. Brand Equity Dimensions
Once your brand is established, you may work on building your
brand equity. Equity simply means “monetising” and this is what
your brand should do for you: help you to commecialise your product
better and monetise it!

9. Impacts on Brand Equity

10. For More
Insights on
Branding
• http://www.mindtools.com/pages/article/keller
-brand-equity-model.htm
• Tap on Singapore government grants to
brand your business:
• http://business.asiaone.com/sme-
central/brand-me/giving-brand-creators-
boost-0
• Contact ENCE Marketing Group to further
understand branding and how it can impact
your business and gain you the business
prominence you need:
prominence@encemarketing.com

11. Intelligence (About ENCE)
ENCE Marketing Group works intelligently to deliver. When you work with
ENCE, you are assured of a committed, efficacious and efficient strategy
and implementation.

12. ENCE Marketing Group Pte Ltd was established in 2007 and is involved in a range of
branding and marketing initiatives for our clients, in these areas:
• Branding
• Market Positioning
• Target Market Definition
• Marketing Channel Selection
• Marketing Budgeting
• Public Relations
• Digital/Social Media Campaign Management
• Marketing Research
• Marketing Copywriting
ENCE Marketing Group Pte Ltd was GST registered in May 2009.
The Agency is currently made up of 24 dynamic team members, who were
ex-MNC marketeers, wishing to make a difference for the dynamic
Singaporean establishment.
ENCE is a KPI-driven marketing agency group that puts our assurance on
every marketing dollar you spend.
Using Measurable Marketing Matrices (m3) and our Marketing for ReturnTM
frameworks, get results or your money back, guaranteed.

13. • BizSAFE Level 3 compliant
• Fair Employment Practice Employer
• Member of the Employer Alliance
• SCOPE IP trained
• Practicing Management Consultant trained
• Business Excellence trained
• Singapore Health Award nominee
• SMF Business Model Innovation (BMI) Award 2014 nominee
• WorkPro company funded by WDA
• NUS Business School Alumni Director
Accreditations/R
ecognitions
Government agencies we have worked/are working with:

14. ENCE Marketing Group is a suite of KPI-driven
agencies. Too often we have encountered clients who tell
us that the have forked out money for zero returns from
their marketing investments.
At ENCE, it is very simple. We GUARANTEE our clients a
MINIMUM DELIVERABLE based on the amount you are
investing, thereby assuring you of a base return to cover
your marketing investment.
So you know that we are as vested in delivering our
work, as you are in your business.
Key
Performance
Indicators

15. Thank You
ENCE MARKETING GROUP PTE LTD
531 Upper Cross Street #03-29 Singapore 050531
T +65 532 5127 F+65 532 1889
www.encemarketing.com