Frequently Asked Questions
General & Services
1. What does Identity Counsel do?
Identity Counsel is a leading brand and business consultancy based in Singapore. We specialize in uncovering the "one simple truth" behind your business to create breakthrough strategies and distinctive designs. Our services range from brand audit and research to brand positioning, visual identity, packaging, and digital experiences.
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2. Why should I hire a Certified Management Consultant (CMC) for branding?
Hiring a Certified Management Consultant ensures you are working with professionals who meet rigorous international standards of competence and ethics. As CMCs, Identity Counsel is recognized by the Singapore government, which is often a prerequisite for businesses seeking support under schemes like the Enterprise Development Grant (EDG).
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3. What industries does Identity Counsel specialize in?
With over 22 years of experience, we have worked with more than 80 brands across 37 diverse industries. Our portfolio includes sectors such as technology, hospitality, retail, B2B services, and consumer goods. Our methodology is adaptable and effective regardless of your specific industry.
4. What is the difference between Brand Strategy and Brand Identity?
Brand Strategy is the blueprint for how your business will be perceived; it involves auditing, research, and positioning to define why you exist and who you serve. Brand Identity is the visual and verbal expression of that strategy—including your logo, color palette, typography, and tone of voice. We seamlessly integrate both to build a cohesive brand.
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5. Can you help my team become more creative?
Yes. Through our "Culture of Creativity" service, we offer workshops designed to unlock imagination and innovation within your organization. We provide specific programs for C-Suite executives ("Intellectual Provocation") and creative mindset workshops for teams to foster a culture of fresh thinking.
Government Grants (EDG)
6. Is Identity Counsel eligible to support Enterprise Development Grant (EDG) projects?
Yes, as Certified Management Consultants, we are qualified to assist Singaporean SMEs in applying for the Enterprise Development Grant (EDG). This grant supports projects that help businesses upgrade, innovate, and venture overseas—including strategic branding and marketing development.
7. What is the Enterprise Development Grant (EDG)?
The EDG is a financial assistance program administered by Enterprise Singapore. It is designed to support Singapore companies in the transformation and growth of their business. It covers three pillars: Core Capabilities, Innovation & Productivity, and Market Access. Branding and strategy projects typically fall under "Core Capabilities" or "Market Access."
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8. Am I eligible for the EDG grant for my branding project?
To be eligible for the EDG, your business must generally meet the following criteria:
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Be registered and operating in Singapore.
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Have at least 30% local shareholding.
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Be in a financially viable position to start and complete the project.
We can help assess your specific project scope to see if it aligns with the grant's requirements.
9. How much funding support can I get through the EDG?
Eligible SMEs can receive support for up to 50% of qualifying project costs. This typically includes third-party consultancy fees, software, and equipment. The exact support level depends on the scope and nature of the project.
10. Do you assist with the grant application process?
Yes, we guide our clients through the application process. While the submission must be done by the company via the Business Grants Portal, we provide the necessary project proposals, consultancy scopes, and documentation required for a successful application.
Process & Methodology
11. What is your "One Simple Truth" methodology?
We believe that a brilliant answer to the wrong problem is worthless. Our process involves digging deep into your business reality and consumer psychology to find the "one simple truth" that sets you apart. This singular insight becomes the foundation for all your strategy, design, and communication.
12. How long does a typical branding project take?
The timeline varies depending on the project's complexity (e.g., a simple logo refresh vs. a complete strategic overhaul). However, a comprehensive branding project involving audit, strategy, and identity design typically takes between 3 to 6 months.
13. Do you offer digital marketing services?
Yes, we extend our branding expertise into the digital realm. We help brands design digital experiences and can assist with digital marketing strategies that ensure your brand message is consistent and effective across online channels.
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14. What is a "Brand Audit" and why do I need one?
A Brand Audit is a health check for your brand. We analyze your current market position, competitor landscape, and customer perceptions to identify gaps and opportunities. It is an essential first step to ensure your rebrand or new strategy is built on facts, not guesses.
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15. How do I get started with Identity Counsel?
Getting started is simple. You can contact us via our website's contact form, email us at info@identitycounsel.com, or call us at +65 9475 8993. We will schedule an initial consultation to discuss your business goals and how we can help you achieve them.