free website templates

Communicating Your Personal Brand Identity Across Professional Contexts

Course Reference No: CRS-N-0046692

Course Objectives
In today’s disruptive economy, the concept of personal branding has gained even greater traction than before as a self-management concept to position one favorably for a job opening, a promotion opportunity, a career switch, or simply for better workplace relationships. While many management workshops have leveraged on this concept as the pivotal starting point to create positive impressions, not many have mapped out a holistic communicative strategy to help participants convey the desired brand image across various professional communication contexts the way this workshop does.

By the end of this workshop, participants will be familiar with the range of communication strategies and tools necessary to communicate a consistent and appealing personal brand identity across various workplace contexts.

The communicative strategies include:
    • Structure of email writing and rhetorical devices (e.g. word choice, tone of voice) in       communicating neutral, good news and bad news effectively; and          
    • 3Vs and 1A (Visual, Vocal, Verbal & Aural) in managing dynamism in informal talks and in        group- talks.

Day 1 
    • Personal Brand
       - Explore the notion of Personal Brand as an important and current management concept, and for
         participants to frame a plausible personal brand statement
    • Competing Values Framework (CVF)       
       - Evaluate the impact of one's communication
    • Suite of Communicative Tools
       - Learn about the 3Vs &1R and the 7Cs of Effective Communication
    • Personal Brand Audit: A CVF Approach
      -Evaluate and critique mediatized footprints of public personalities or industry leaders so as to learn        best practices in the way they communicate their personal brands
    • Presentation and Reflection

Day 2    
    • Email Communication: Communicating neutral and positive news 
        - Apply the structure of email writing and rhetorical devices to communicate neutral and positive               news effectively and coherently (in line with one's desired personal brand)
    • Importance of Empathy at the Workplace
    • Email Communication: Communicating difficult emails (I)
       - Apply the structure of email writing and rhetorical devices to communicate bad or complex news            effectively and coherently (in line with one's desired personal brand)
    • Presentation and Reflection

Day 3
    • Water-Cooler Talks: Opportunities to network and build professional relationships
        - Learn the pros and cons of informal office talks, and also communication strategies to signal                   interest, to probe and to respond with interest
    • Relationship Matter: Empathy at the workplace
        - Apply communication tools to express empathy at the workplace and strategies to engage our               audience rationally in critical conversations
    • Conducting Critical Conversations at the Workplace: Role Play
    • A Final Task: How have I been communicating my Personal Brand through the workplace tasks       in the past two days?
       - Participants will map their CVFs for the various communicative tasks done in the past two days               to their desired Personal Brand statement that they have crafted in Day 1
    • End of Programme Quiz

Working experience in managing teams 

Who Should Attend
Team Leader, Supervisor, Project Lead, Executive, Assistant Executive, Senior Executive, Assistant Manager, Manager, Senior Manager, Deputy Manager

Mode of Training

Data Analytics Begins With Me


Dr. Katy Kan is a Lecturer at the Centre for English Language Communication, National University of Singapore (NUS). Katy has over eight years of corporate work experience in the financial, telecommunication and healthcare sectors; and 18 years of educational teaching and research experience with various key institutes of higher learning in Singapore.  


13 - 15 May 2019 
05 - 07 Aug 2019


3 Days
9.00 am to 5.30 pm


National University of Singapore
University Town

International Participants

S$ 2407.50

  • Incl. GST

Singapore Citizens
(39 yrs old or younger) 
or Singapore PRs

S$ 722.25

  • Incl. GST

Singapore Citizens
(40 yrs or older)

S$ 272.25

  • Incl. GST

Enhanced Training Support for SMEs

S$ 272.25

  • Incl. GST

Fees & Fundings


Singapore Citizen
39 years old or younger
Singapore Citizen
40 years or older eligible for MCES1
Citizen eligible
for WTS2
Singapore PRs

Enhanced Training
Support for SMEs3
Full Programme FeeS$2,250.00S$2,250.00S$2,250.00S$2,250.00S$2,250.00S$2,250.00
SkillsFuture Funding
Eligible for Claim Period
(18 Jun 2018 - 30 Sep 2020)
Nett Programme FeeS$2,250.00S$675.00S$675.00S$675.00S$675.00S$675.00
7% GST on Nett
Programme Fee
Total Nett Programme
Fee Payable, Incl. GST
Less Additional Funding if
Eligible Under Various Scheme
Total Nett Programme Fee, Incl. GST,
after additional funding from the various funding schemes 

1 All self-sponsored Singaporeans aged 25 and above can use their $500 SkillsFuture Credit to pay for the programme. Visit to select the programme.
2 Mid-Career Enhanced Subsidy (MCES) - Singaporeans aged 40 and above may enjoy subsidies up to 90% of the programme fee.
3 Workfare Training Support (WTS) - Singaporeans aged 35 and above (13 years and above for persons With disabilities) and earn not more than S$2,000 per month, may enjoy subsidies up to 95% of the programme fee.
4 Enhanced Training Support for SMEs (ETSS) - SME-sponsored employees (Singaporean Citizens and PRs) may enjoy subsidies up to 90% of the programme fee. For more information, visit
5 Eligible organisations (excluding government entities) may apply for the absentee payroll funding via SkillsConnect at for Singaporean/permanent resident participants attending the programme during working hours. The absentee payroll funding is computed at 80% of hourly basic salary capped at $4.50 per hour or $7.50 per hour for SME or 95% of hourly basic salary for WTS. For more information, visit

NTUC members enjoy 50% of the unfunded programme fee support for up to $250 each year for programmes supported under UTAP (Union Training Assistance Programme). Terms and Conditions apply. Please visit

Ver: 88020419

Registration will close 5 working days prior to programme commencement date