Ask an Expert: Building your Brand the Right Way edition
In this edition of Ask an Expert, Isaac Stewart, Director at Purple, answers your questions on how to build your brand the right way:
Q: What's your advice to brands looking to build up a strong reputation?
A: Reputation isn’t built overnight. Consistency, authenticity, and transparency are key. Staying on message isn’t just a buzzword, brands need to be clear about what they stand for, and back it up with substance. Your reputation isn’t just what you say, it’s what others say about you. Partnering with a PR firm like Purple means you don’t have to navigate this alone. We help brands build credibility and trust across industry. Responding swiftly to media, regardless of whether the coverage is going to be positive or negative, plays a big role in maintaining credibility. And don’t overlook the power of third-party validation such as media coverage, awards and customer reviews, which often carry more weight than self-promotion.
Q: For an SME / start-up with limited budget and resources, what are some ways to get your brand out there?
A: Start with your story. What makes you unique? What problem are you solving? Crafting a clear, consistent narrative and a set of key messages helps you to resonate with customers, government, investors, partners, media, and other stakeholders.
Getting your messaging right from day one can save you a costly misstep down the line. That’s where a PR agency like Purple comes in. We can help you shape and share your story in way that gets noticed. PR is a cost-effective way to deliver long-term value. Telling your founder or product story to media, speaking on podcasts or writing op-eds can build visibility and trust without the big ad spend. Co-hosting networking events through collaboration and partnership with industry bodies and not-for-profits, can help you tap into new networks. Leverage your social media by posting short-form video or thought leadership to amplify your voice.
Q: What are some similarities and differences between the Singapore and Australia market when it comes to marketing / brand building?
A: Singapore and Australia are both digitally savvy, culturally diverse markets that value trust, quality, and purpose. But there are some cultural nuances of course. In Singapore, there’s a mix of old and new. Messaging often balances digital strategy with nostalgia marketing. In Australia, tone is often more relaxed and conversational. There’s a strong sense of local pride and regional differences matter. Each state has its own character, even its own slang. Community values and ‘supporting local’ resonate strongly with Australian audiences. So, whether you’re profile-raising in Singapore or Australia, a one-size-fits-all approach won’t work. Localisation is key and tailoring your messaging to suit the market is essential to position your brand for success.
Q: Other than spending money on advertising, how else can a brand gain awareness and a good reputation?
A: Media relations is a powerful tool. Securing media coverage via press releases, interviews, and op-eds can position your brand as a credible voice and builds trust organically. Community engagement is another classic strategy. Supporting good causes, participating in community or industry events, or speaking at conferences helps raise your profile and shows commitment. And don’t underestimate employee advocacy. Your team can be your best ambassadors and can sometimes carry more weight, so encourage them to share successes and stories on social media. And of course, participating in industry awards such as AustCham Singapore’s Business Awards! This will not only boost visibility, but build your credibility, and showcase your achievements to a bigger audience.
Q: What are some lesser-known methods of brand building that more companies should adopt?
A: Many brands overlook executive profiling to raise profile. Elevating the visibility of your leadership team through podcast interviews, panels, or thought leadership pieces helps humanise your brand and build connection with your audience.
Another is collaborating with earned influencers, who have built genuine, engaged communities and align with your brand’s values. These partnerships are often more impactful than paid influencer campaigns. Finally, of course you should invest in internal PR. How you communicate with staff during growth, change, or crisis, shapes your internal culture. And a strong, internal culture, will strengthen your external reputation.
Ask an Expert is a monthly series in which we call on subject experts within the AustCham Singapore community to answer questions that we may have on a specific topic. The strength of our community is in the diverse expertise within our membership, and we want to use this initiative to tap on the knowledge of our members to enrich the community as a whole.
Our expert for this month is Isaac Stewart, Director at Purple, one of Australia’s leading strategic communications agencies. Purple works across Australia, East Asia, and Southeast Asia, specialising in high-impact corporate, government, investor, media and stakeholder relations, complemented by branding, digital strategy, and design.
Isaac is a seasoned public affairs strategist with over 20 years of experience in business, government, and media across Australia and Singapore. Isaac provides strategic counsel to C-suite executives on government, investor and media relations, and market positioning across energy, mining, power, technology, and utilities. Isaac holds a Bachelor of Arts in Journalism from Notre Dame University, an MBA from Deakin University and a Certificate in Mergers & Acquisitions from INSEAD.
Connect with Isaac on LinkedIn, and find out more about Purple.