Issue 40, Mar 2021 - Acestes | Factory Made Gym

What Do You Stand For? 

It used to be that branding was limited to just a name, a logo or a combination of the two. Today, branding is all about what a company stands for, and comprises a complex confluence of its distinct strengths, values, promise to customers and more. It’s also a lot about how a company is able to differentiate itself from the competition.

Unlike big organisations which have the resources to establish a strong branding, small and medium-sized enterprises (SMEs) tend towards leanness, where their resources are focused on the day-to-day operations. This is where the UOB-SMU Asian Enterprise Institute’s SME Consulting Programme (SCP) can bridge the gap. The Institute’s hallmark SCP, and the extended SCP+, offers cost-effective consultancy services to support SMEs in their growth journeys. From defining their brand to targeting the ideal customer base, from where the businesses are now to where they aspire to be – and the strategies to get there – the consulting team will work with the SMEs to achieve their goals.   

In this issue of the bulletin, read about how two SMEs reaped tangible benefits from the SCP and SCP+ respectively. In the first caselet, a security and investigation services company which takes forward planning seriously was looking for dynamic, sustainable ways to transform itself. In the second caselet, a fitness company which manages three gyms under a franchise model wanted to stand out from the other franchised gyms by increasing its online presence. As an SCP+ project, the consulting team proceeded to implement the selected strategies for the SME. Significantly, both SMEs shared that they intended to execute the recommendations after the project handover, which attested to the value they saw in the Institute’s signature consulting programme.

So, what do you stand for? Do you know how others perceive your brand? How do you want to be recognised? Branding is critical in today’s business environment. Your branding impacts your reputation, which determines your performance and sustainability. Whether it is to build an inimitable brand or develop clear messaging, have a brand audit or get practical strategies to bring you to your next stage of development, come talk to us. We have the resources and proven track record to provide that essential boost.



Trusted Professionals: Acestes Pte Ltd  (Project Scope: Brand Audit & Strategies)

Acestes Pte Ltd was established in 2014 to provide security and investigation services. As a niche business which must meet the stringent conditions imposed by the authorities including the Singapore Police Force, the small and medium-sized enterprise (SME) strives to ensure that the relevant requirements are consistently met while delivering the highest standards of service to its customers..  Read more


It’s All About Wellness: Factory Made Gym Pte Ltd  (Project Scope: Implementation)


Factory Made Gym (FMG) Pte Ltd manages three gyms under the Anytime Fitness franchise-based model. Since its inception, it has relied largely on walk-ins and word-of-mouth recommendations for offline customer acquisitions, and Facebook and Instagram posts to generate online awareness. When the small and medium-sized enterprise (SME) wanted to reach out to a wider potential customer base by boosting its online presence, it turned to the UOB-SMU Asian Enterprise Institute to develop a set of digital marketing strategies.  Read more


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