Empowering Identity: A Strategic Approach to Branding
A well-defined brand strategy is essential for the success and longevity of any business, going beyond logos and taglines to shape consumer perception. It encompasses a company’s core values, mission, and vision, aligning them with customer expectations and market trends to build trust, loyalty, and a competitive edge. In today’s competitive and dynamic environment, a clear and consistent brand strategy is vital for differentiating offerings, fostering emotional connections, and driving business growth.
This article details the development of the brand strategy for the University of the Arts Singapore (UAS). It begins by identifying the ongoing shifts in the arts, culture, and education sectors, both locally and globally. This is followed by an exploration of the strategic ingredients necessary to build the UAS brand strategy.
Shifts in Progress
Soft Power: The Race Ahead
South Korea has successfully leveraged “Hallyu” diplomacy, using its pop culture to win fans abroad. As former President Park Geun-hye stated, “In the 21st century, culture is power… We will harness the innate value of culture to heal cultural divides separating different regions, generations, and social strata.”
Singapore has always been known for its enterprise-driven approach and strict law enforcement. However, Singapore needs to sharpen its soft power tools to strengthen its influence in the global economy, talent acquisition, politics, diplomacy, business, culture, and education.
The Race to Power Up!
Cities are preparing to become centers of activity to enhance their soft power. The following examples illustrate how Singapore has been positioning itself to lead in this area.
- Singapore is a leading global financial hub known for its strong regulatory framework, political stability, and thriving fintech ecosystem.
- With its strategic location and world-class infrastructure, Singapore serves as a premier logistics hub with one of the busiest ports and top-ranked airports globally.
- Singapore hosts numerous international sporting events and has developed state-of-the-art facilities, solidifying its status as a major sports hub.
- Singapore’s vibrant arts scene, supported by government initiatives and renowned institutions, is establishing the city as a leading arts hub in Asia.
Arts Matter! Positioning Singapore Globally
A Rising Affluence
“Singaporeans showed a strong interest in our arts and culture in 2019. This reflects the hard work and quality offerings presented by our arts and culture practitioners,” said Edwin Tong, Minister for Culture, Community, and Youth.
A Sense of Identity
82% of Singaporeans agreed that the arts gave them a greater sense of belonging to Singapore, a significant increase from previous years.
Japan Boosts Art Hub Ambitions
Japan is transforming airports into art destinations through the Agency for Cultural Affairs to capitalize on the country’s cultural assets, particularly contemporary art. This initiative aims to generate new wealth and international attention. Nikkei Asia reported, “They believe a new industry will be born. Culture will continue to become a big industry for Japan.”
Seeding The Future With An Identity!
“But man does not live by bread alone. We wish for the finer things in life, to appreciate beauty and love, and to uplift our spirits. Our nation would not be complete without an appreciation of arts and culture, and without Singaporeans who create artistic and cultural works,” said former Prime Minister Lee Hsien Loong.
For Students, By Students!
The article states that NUS’s decision to merge these faculties lacked transparency and consultation with both faculty and students, demonstrating a disregard for their welfare.
“How might we elevate Singapore’s creative education by adding the UAS secret suace, transforming it into a regional standard that is distinctly Singaporean and globally coveted…?”
Our Strategic Ingredients
In the second part of developing the brand strategy, we envisioned the strategic ‘ingredients’ necessary for success and diverged into identifying the context, goals, and actionable steps. This phase involved a comprehensive analysis of the unique factors influencing UAS and the specific outcomes we aimed to achieve. By understanding these elements, we could craft a series of targeted actions to align the brand with its core mission and values. Below are some of the visions we framed for UAS, outlining the key aspirations and strategic directions that will guide the institution’s future growth and impact.
Grooming ARTpreneurs
UAS can be a school that inculcates the importance of entrepreneurial skills in students, enabling them to make positive contributions to society and the economy while generating new sources of income to support academic ambitions.
By imparting ARTpreneurial skills, UAS can influence Singapore’s economy through progressive and innovative education.
Context:
- The term “Starving Artist” remains deeply ingrained in our minds
- Doctor and lawyer remain as parents’ ideal occupation
- Artist work is non-essential
Goals:
- Equip students with both the arts and business skills to not just survive but to thrive
- To shape the belief that making a living out of arts is possible
- Shift in thinking: Artist to ARTpreneur
Actions:
- To create a curriculum that teaches entrepreneurial skills and provides guidance
- To showcase entrepreneurial values as Brand DNA
- To create an online platform for students’ artworks to be shown, publicized, and sold
Nurturing New Creativity
UAS can be a cross-nurturing creative learning hub that inspires students and staff in their academic ambitions, setting a new standard for global arts education.
By cross-nurturing to elevate the status quo, UAS could position itself as a transformative school for cross-cultural and cross-system inspiration, enhancing Singapore’s status as a regional and global education hub.
Context:
- Silos: Currently are separate institutions with unique identities as individuals
- How might we make 2 silos into one without losing each other’s strength?
- Make new babies…
Goals:
- Become an international school where diverse cultures converge in a melting pot
- A new breed of hybrid artists inspired by differences outside the comfort zone
- Shift in thinking: silos to breeding partners
Actions:
- To introduce compulsory hybrid modules where cross-learn and traverse across institutes
- To leverage the strength and network of NAFA and LaSalle to differentiate UAS from the rest of the pack (UAL / UOL)
Championing Student Changemakers
UAS can create a “For Artists, By Artists” and “For Students, By Students” culture to encourage and empower future art leaders to step up and initiate change in Singapore’s arts scene.
By focusing on “For Artists, By Artists” and “For Students, By Students”, UAS could position itself as a relevant education system that evolves organically and leads internationally as a progressive arts education thought leader.
Context:
- Students are getting more vocal about their thoughts and more in tune with the impact of actions on academics, mental wellness, and sustainability
Goals:
- To encourage students to be vocal about making a change in the arts education of Singapore
- To impact the world through arts
- Shift in thinking: Art Student to Student Changemaker
Actions:
- To create a transparent platform that catalyzes discourse
- To enable upstreaming curriculum for students to have a say in their studies
- To initiate an “Art for Good” movement to benefit the masses
Becoming Artists’ Hub
UAS can transform into an artists’ hub to support and groom budding regional artists, aiming to make a positive contribution to society and the economy.
As an artists’ hub for all, UAS could make the arts a common denominator in society, enhancing Singapore’s imaginative power and soft power ranking.
Context:
- Closure of independent arts organizations (e.g. Substation, DECK)
- Artists are met with legal actions against them for using public space as a creative outlet
Goals:
- To transform UAS from an Education Hub into an Artists’ Hub to support and groom budding regional artists
- Shift in thinking: Education Hub to Artists’ Hub
Actions:
- To act as an education alliance to provide a safe space to groom regional artists
- To create a space for art for all
Distilling Ingredients into Strategic Values
After identifying the strategic ingredients, we meticulously distilled these elements into the core strategic values that best represent UAS. This process involved thorough analysis and collaboration to ensure that these values encapsulate the unique identity, mission, and vision of UAS, ultimately guiding the institution’s growth and positioning in the arts and education sectors.
“Inspire Life Through Arts Education. Inhale Possibilities, Exhale Creativity.”
The Brand Narrative Outcome
In collaboration with Foreign Policy Design Group, the agency responsible for the brand rollout, and founding members LASALLE College of the Arts and Nanyang Academy of Fine Arts (NAFA), the brand narrative of UAS has been developed and is available on their official website.
Conclusion
In conclusion, a well-defined brand strategy is crucial for any organization, including UAS. By identifying the shift in progress and strategic ingredients, an organization can create a clearer vision to build its brand identity, core values, and mission, ensuring its relevance and impact both locally and globally. Implementing this strategy will help UAS differentiate itself, foster emotional connections, and drive sustained growth and innovation in the arts education landscape.
Contributing Designers:
Rodney Loh, Design Director
Melvin Ong, Creative Director
Sim Hao Jie, Design Manager
Graphic Designer:
Alvin Ling, Content Design Lead
NextOfKin Creatives is a strategic design studio comprising a talented family of cross-disciplinary creative thinkers. Our passion lies in conceptualizing innovative designs and crafting unique narratives through our design research and strategy. We are driven to push boundaries and uncover fresh perspectives.
We’d love to partner with you on future casting and design research to reimagine how we can shape experiences together! Get in touch with us at studio@nok.design 👋 Thank you again for reading, and we hope to see you soon in our next article.
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