Guides Archives – Tangible

EDGE Grant for Branding in Singapore: What Changed from EDG (2026)

Tangible — Fri, 09 Oct 2026 08:19:03 +0000

The short answer: Singapore’s EDGE grant replaced EDG, MRA and PSG for new applications on 30 September 2026. For branding, EDGE funds one activity, International Branding: brand research, brand strategy and brand identity that support expansion into overseas markets. SMEs can receive up to 70% support and other businesses up to 50%. It does not fund brand work for the Singapore market alone.

Last updated 9 October 2026, from Enterprise Singapore and BizSG pages.

EDG vs EDGE for branding at a glance

Side-by-side comparison of the old EDG grant and the new EDGE grant for brand projects.

What is the EDGE Grant?

EDGE is Enterprise Singapore’s single grant for business upgrading, replacing three older schemes. It covers 8 business areas and more than 150 activities, from automation and digitalisation to internationalisation, sustainability and business strategy, and each activity has its own support level.

EDGE for Branding	Details
Category	International Branding
Support	Up to 70% of eligible professional fees for SMEs, up to 50% for other businesses
Annual Cap	S$100,000 per company per year, shared across all EDGE activities, resetting on 1 April
Payment	By reimbursement, after the project is completed and fully paid

Up to 70%, up to S$100,000: how the two limits work.

“Up to 70%” is the most the grant can pay towards your eligible professional fees. It is a ceiling, not a promise, and the grant amount you receive is confirmed in your Letter of Offer. Separately, S$100,000 is the most grant you can receive in a year, across all EDGE activities. For example, if an SME were supported at 70% on S$60,000 of fees, the grant would pay S$42,000, and that S$42,000 would count toward the S$100,000.

Can you still apply for EDG?

No. EDG, MRA and PSG stopped taking new applications on 29 September 2026, and EDGE took over from 30 September. If you submitted an application before 29 September, it continues under the original scheme until the project finishes. For brand projects, the bigger change is where branding now sits.

Does EDGE fund branding?

Until 29 September, businesses could apply for EDG support for strategic brand and marketing development, at up to 50% of eligible costs for SMEs, with a higher rate for sustainability-related projects. That route was open to brand work for any market, including Singapore alone.

Under EDGE, the brand-specific route is an activity called International Branding, listed under Internationalisation. You choose at least one of three areas of support. The grant pays for the thinking and the identity, not the production that follows.

Area	What it includes	Covered by the grant?
Brand research and analysis	Brand audit, competitor analysis, gap analysis	Yes
Brand strategy	Positioning, target segments, brand architecture or portfolio strategy, and a roadmap for your target markets	Yes
Brand identity	Developing or refreshing brand elements and guidelines	Yes
Collateral, website and social media	Collateral production, website development, social media management	No
Implementation and campaigns	Rolling out the brand roadmap, marketing plans and campaigns	No
Domestic business	Activities aimed at generating business opportunities in Singapore	No
GST	Goods and Services Tax	No

How this maps to a Tangible project.

The grant covers the professional fees for the front end of a brand project: the research and insight work, the brand strategy and its roadmap for your target markets, and the brand identity with its guidelines. It does not cover the executional work that follows, such as building a website, running social media, producing collateral, or carrying out the implementation plan.

Two-column overview of brand work EDGE covers and does not cover.

What does a funded branding project look like?

Here are three illustrative examples of how the three funded areas can come together for a company going overseas. They are examples, not promises. What is supported depends on your expansion plan, your target market and Enterprise Singapore’s assessment.

Situation	Brand research and analysis	Brand Strategy	Brand Identity
A Singapore healthcare provider entering its first overseas market	Local patient and competitor research, and how the brand is likely to be seen there	Positioning for the new market, target segments, and whether the name and promise travel	Visual identity adapted for the new market, with brand guidelines
A B2B services firm with a clear positioning, expanding into two neighbouring markets	A check on how buyers in both markets see the current brand, and how it compares with local competitors	Confirm the existing positioning holds in each market, and adjust it where it does not	A refreshed identity built to work across both markets: logo, colour, typography and the guidelines regional teams follow
A group with several sub-brands going regional	A review of how the current brands are seen, and where they overlap, in each target market	Brand architecture: which brands lead, which sit under others, and how that changes by market	An identity system and guidelines that link the brands together

In all three, the website, social media, campaigns, collateral and rolling out the roadmap sit outside the grant. We can still do that work with you, but it is paid for separately.

Each project is built around a named overseas market, because your application needs an overseas market strategy. A plan for “overseas” in general is harder to scope and harder to justify than one for a specific country.

How do you apply for the International Branding activity?

Your company must be registered and operating in Singapore, with at least 30% direct or indirect ownership by Singapore citizens or permanent residents, determined by ultimate individual ownership. You must keep meeting these criteria until your claim is submitted, not only at application. The process has eight steps. Enterprise Singapore’s page is the source of truth, so check it for the latest requirements before you apply.

Prepare your documents.
You will need an outline of your overseas market strategy and expansion plan, your consultancy’s proposal and quotation, and two projections for the year after the project: expected overseas sales, and new jobs created (overall, and for Singaporeans, at gross monthly salaries above S$5,000).
Choose your market and your consultancy.
The proposal must correspond to branding for your target market. The application also asks for the vendor’s SS 680 certification. Tangible is led by a PMC-certified consultant (Practising Management Consultant) under SS 680, who personally leads every project. This is the stage where we help you shape the brief.
Apply on the Business Grants Portal.
Sign in with your company’s Corppass. Third parties cannot apply or manage the grant for you, so the application is yours.
Accept your Letter of Offer.
If approved, it sets out the grant amount, conditions, project period and deliverables.
Complete the project within 12 months of approval.
Costs incurred from the application date are covered once approved. After the project starts, you can only change the end date or the claim due date, and both need approval.
Prepare your claim.
Set up your payment method, gather your claim documents and engage an auditor. We guide you through the process and prepare the project report for you to submit.
Submit your claim on the portal.
Incomplete claims can be delayed or rejected, and your claim only goes to Enterprise Singapore once the audit is complete, so pay the audit firm promptly.
Receive your grant.
Payment follows claim approval: 14 working days by PayNow Corporate, or up to eight weeks by GIRO.

Two rules catch people out. Do not start work or pay any deposit to a supplier before you submit the application, or you will be ineligible. And because the grant reimburses you, you pay the full cost first, plus the auditor’s fee.

Is International Branding right for your business?

International Branding fits businesses that have already decided where they are going. It does not fit businesses that are still deciding, or that are building a brand for Singapore.

Your situation	Does the EDGE Grant apply?
You have chosen an overseas market and have an expansion plan	Likely yes. Your plan, projections and brand project line up with what the application asks for.
You are considering overseas but have not chosen a market	Not yet. The application needs a defined market and plan, so settle those first.
You are rebranding for the Singapore market	No. We have found no EDGE activity that funds it.

Our view: Your brand should follow your ambition

EDGE now asks you to decide where your business is going before it funds the brand that supports it. We think that is the right order, with or without a grant.

At Tangible, we align brand strategy with the business strategy it serves. Your business strategy sets the direction, and the brand makes that direction credible to the customers you want to reach. An application that asks for an overseas market plan, sales projections and a brand strategy tied to both is asking for the same alignment.

We would add one caution: do not go overseas to get the grant. Your projections go to a government agency and are tested at audit, so they need to be numbers you believe. If your next move is growth at home, your brand still deserves investment, and we would rather help you scope it well than stretch a story to fit a funding rule.

What to do now

Settle your overseas plan first. Decide which market you are entering and what you expect to sell there over the next year.
Hold off on commitments. Do not start work or pay a deposit until your application is submitted. You can still get proposals and quotes.
Budget for what the grant does not cover. That includes production, websites and campaigns, the auditor’s fee, and the gap between paying and being reimbursed.
Check your cap. The S$100,000 annual limit is shared across every EDGE activity, so digital or automation projects use the same pool.
Talk to us before you scope. A short conversation can tell you whether your project is a fit and how to structure it.

Frequently Asked Questions

Is EDG still open?
No. EDG, MRA and PSG stopped taking new applications on 29 September 2026. Applications submitted before then continue under the original scheme.

Who is eligible for the International Branding activity?
Your company must be registered and operating in Singapore, with at least 30% direct or indirect ownership by Singapore citizens or permanent residents.

How long does approval take?
About 10 weeks from application. Once approved, you have 12 months to complete the project.

How much will the grant pay?
EDGE support is capped at S$100,000 per company per year across all activities. International Branding is supported at up to 70% of eligible professional fees for SMEs and up to 50% for non-SME businesses.

Can the grant pay for our website or launch campaign?
Not under International Branding, which funds research, strategy and identity. Production and campaign costs are excluded.

Does Tangible submit the application for us?
The application must come from your company through Corppass. We guide you through the process, and at the end of the project we prepare the project report for you to submit.

Is this advice on whether we qualify?
No. It reflects published Enterprise Singapore information as of 9 October 2026. Eligibility depends on your company, so check it on BizSG or with Enterprise Singapore before you rely on it.

Planning a brand project for an overseas market?

Tangible has supported grant-funded brand projects for over a decade, and we are working through what EDGE means for each type of project we take on. If you are planning to expand overseas, talk to us before you settle your scope or budget. We will tell you plainly whether your project is a fit for International Branding, and how to structure it so the brand work and the application support each other.

Sources: Enterprise Singapore, EDGE Grant · BizSG, International Branding

The post EDGE Grant for Branding in Singapore: What Changed from EDG (2026) appeared first on Tangible.

How to Choose the Right Branding Agency in Singapore (2026): A Business Leader’s Selection Framework

Tangible — Mon, 13 Jul 2026 06:15:10 +0000

Overview

Singapore’s branding consultancy landscape has evolved beyond the traditional divide of global networks versus boutique design studios. Today, organisations can choose from a spectrum of operating models — from research-led strategy partners to design-powered studios and integrated marketing hybrids.

For decision-makers, the key question is no longer “Who is the best agency? ” but rather “Which type of consultancy best fits our organisational context and strategic objective?”

This guide categorises branding consultancies in Singapore into distinct archetypes to help leadership teams make informed decisions based on governance maturity, growth ambition and operating philosophy.

Types of Branding Consultancies

Branding consultancies in Singapore generally fall into 4 primary archetypes. Each reflects a distinct philosophy of brand-building and organisational engagement. Understanding these distinctions helps narrow the field before evaluating specific agencies.

Tangible’s Consultancy Archetype Model (2026)

Archetype	Most Suited for	Core Strength	Trade-off
Insight-Led Strategic Branding Partners	Organisational change, repositioning, regional expansion	Research depth, stakeholder alignment, strategic clarity	Requires deeper engagement and longer discovery
Global Network Authorities	Multinationals, cross-border consistency	International infrastructure and governance frameworks	Higher cost structure and standardised processes
Design-Powered Creative Studios	Challenger brands, visual refresh	Strong aesthetic differentiation and creative craft	Strategy depth and organisational alignment may vary
Local Integrated Brand & Marketing Studios	SMEs, campaign-driven growth	Integrated marketing execution and faster rollout	Brand governance depth may vary

Selecting Archetypes

The right fit depends less on reputation and more on alignment between consultancy operating model and business context.

Which Branding Consultancy Archetype Is Right for You?

If you are...	Consider...
Undergoing organisational change	Insight-Led Strategic Branding Partner
Aligning brand with business strategy	Insight-Led Strategic Branding Partner
Expanding into new geographies	Insight-Led Strategic Branding Partner
A multinational requiring cross-market alignment	Global Network Authority
Refreshing brand identity for competitive differentiation	Design-Powered Creative Studio
Seeking integrated brand and campaign execution	Local Integrated Studio

Insight-Led Strategic Branding Partners

Attribute	Description
Core Philosophy	Brand as a strategic management system
Strengths	Research-backed positioning, stakeholder alignment, governance clarity
Trade-Offs	Longer timelines and higher stakeholder involvement
Ideal For	Organisations undergoing structural or strategic transition

Images from Tangible Brand Consultants

Tangible Brand Consultants

Research-led branding consultancy leveraging brands as strategic management tools to align strategy, culture and expression across Marketing & Communications, People & Culture, Products & Services, and Spaces & Places.

Key Strengths:

Structured stakeholder engagement and proprietary research-led methodologies
Strong focus on governance, alignment and long-term brand systems

Most Relevant When:  
An organisation is navigating structural change, leadership transition or expansion and requires brand systems that integrate strategy, culture, and cohesive visual and verbal identity across touchpoints.

Images from Sedgwick Richardson

Sedgwick Richardson

Asia-based brand consultancy known for its strategic rigour and consistent publication of branding thought leadership.

Key Strengths:

Sustainability-driven brand strategies aligned with long-term stakeholder expectations
Strong track record in real estate developments and destination branding

Most Relevant When:  
An organisation prioritises sustainability positioning or large-scale property and destination branding initiatives.

Images from Bonsey Design

Bonsey Design

Established boutique consultancy with over 30 years of experience operating across Southeast Asia.

Key Strengths:

Deep cultural fluency across Southeast Asian markets
Comprehensive visual and verbal identity systems designed for scalability

Most Relevant When:  
A business requires culturally nuanced brand systems across multiple Southeast Asian markets

Observed Market Shifts in Singapore (2026)

Several patterns are shaping branding decisions:

Increased demand for stakeholder alignment
Rise of boutique strategy-led consultancies
Greater scrutiny on governance and accountability
Convergence of employer branding and corporate brand
Regional expansion requiring scalable brand architecture

These shifts are driving organisations to reassess not only how their brand looks, but how it functions as a strategic system. For organisations reassessing positioning, see When Should a Company Rebrand?

For foundational definitions such as Brand Architecture, Brand Positioning and Stakeholder Alignment, refer to our Brand Strategy Glossary.

Choosing the Right Agency

Before shortlisting agencies, leadership teams should clarify:

What is the primary objective?
Repositioning
Brand refresh
Governance alignment
Regional expansion
How complex is internal stakeholder alignment?
Is cross-market scalability required?
Is this primarily a creative differentiation challenge or a structural clarity challenge?
Does the consultancy’s operating model align with internal decision-making culture?

The right partner is defined by alignment of philosophy, not just reputation.

Where Tangible Fits

Tangible operates within the Insight-Led Strategic Branding Partner archetype.

Our approach emphasises:

Structured stakeholder engagement across leadership and cross-functional teams
Research-informed brand positioning validated through stakeholder insight
Alignment between internal culture and external brand expression
Strategic clarity before creative execution
Long-term governance of brand systems

This operating model is particularly relevant for organisations navigating structural change, leadership transition or regional expansion.

For example:

In working with Zuellig Pharma, the challenge extended beyond visual identity. The engagement required alignment across markets and stakeholders, ensuring the brand system could scale coherently across a complex regional footprint.  
In the transformation of PIL, the focus was not simply on refreshing expression, but on clarifying positioning and modernising the brand system to reflect strategic ambition and organisational evolution.

These examples illustrate how branding functions not merely as communication, but as strategic infrastructure supporting governance, expansion and long-term organisational coherence.

This model is best suited to organisations seeking durable strategic clarity rather than short-term visual refresh.

This analysis is based on publicly available agency positioning, published case studies and Tangible’s professional experience operating within the Singapore and Southeast Asian branding ecosystem.

The report focuses on operating models and strategic orientation rather than financial ranking.

The post How to Choose the Right Branding Agency in Singapore (2026): A Business Leader’s Selection Framework appeared first on Tangible.

Top 10 Branding Agencies in Singapore (2026): Separating Strategy from Style

Tangible — Fri, 10 Jul 2026 03:32:32 +0000

Most “Top Branding Agency” lists rank firms by awards, portfolios or aesthetics. While these have their place, they reveal little about an agency’s ability to solve business challenges or build brands that support long-term growth.

This guide takes a different approach. Instead of asking who has the best creative work, it asks which branding agencies consistently combine strategic thinking, research and execution to create lasting business value. Whether you’re reviewing agencies for a rebrand, brand refresh or business transformation, these are the qualities worth looking for.

In this guide

How to evaluate a branding agency beyond creative portfolios
A comparison of 10 leading branding agencies in Singapore
Questions to ask before making your shortlist

What seperates the best branding agencies?

Not every branding agency works the same way. While creative execution remains important, the strongest agencies are distinguished by what happens before the design process begins.

What to look for	Why it matters
Strategic depth	Positioning built on research rather than assumptions.
Cross-cultural capability	Brands that stay consistent across markets and audiences.
Clear methodology	A repeatable process that delivers predictable outcomes.
Business impact	Branding that supports measurable business objectives, not just visual appeal.

Compare Singapore’s Leading Branding Agencies

Agency	Strategic branding	Brand architecture	Regional footprint	Best suited for
Tangible Brand Consultants	✓	✓	Singapore & Southeast Asia	Enterprise, infrastructure, healthcare
Design Bridge and Partners	✓	✓	Global	Consumer brands, multinational organisations
DIA Brands	✓	✓	Asia & Middle East	Enterprise transformation
Foreign Policy Design Group	✓		Singapore	Hospitality, retail, lifestyle
Somewhere Else	✓		Southeast Asia	Challenger brands
DWHQ	✓	✓	Asia	Business-to-business and corporate branding
Sedgewick Richardson	✓		Asia-Pacific	Corporate communications and reputation
Vantage Branding	✓		Singapore	Corporate and professional services
Bonsey Design	✓		Asia	Technology and digital-first brands
The Brand Strategy Lab	✓		Singapore	Growing businesses and small and medium-sized enterprises

How We Approached This Review

The agencies featured below were selected based on publicly available information, including their websites, case studies, industry recognition and published thought leadership as of 2026.

Rather than ranking agencies by awards alone, this review considers strategic capabilities, methodology, regional experience and the types of organisations each agency is best equipped to serve.

The Agencies

Tangible Brand Consultants

Research-led branding for organisations navigating growth, transformation and complex stakeholder environments.

Founded in 2008, Tangible Brand Consultants helps organisations build brands through research, stakeholder alignment and strategic positioning before creative development begins. Certified under the Practising Management Consultant (PMC) programme, the agency has delivered branding projects across Singapore and Southeast Asia for organisations including the Civil Aviation Authority of Singapore, Halcyon Agri, Zuellig Pharma, Pacific International Lines and the Aboitiz Group.

Known for

Research-led brand strategy
Stakeholder alignment
Proprietary branding frameworks
Public and enterprise sector experience

Best suited for

Organisations undergoing transformation, regional expansion or complex stakeholder alignment.

Design Bridge and Partners

Global brand transformation through strategy, identity and design.

Design Bridge and Partners is an international branding agency with expertise in brand strategy, identity systems and packaging. Supported by its Singapore studio, the agency works with multinational organisations and consumer brands to create consistent brand experiences across markets.

Known for

Brand identity systems
Packaging design
Global brand transformation
International brand governance

Best suited for

Global organisations looking for a branding partner with international reach and design excellence.

Images from Design Bridge

DIA Brands

Enterprise branding and business transformation across Asia.

DIA Brands is an independent branding agency specialising in brand strategy, brand architecture and customer experience. With offices across Asia, the agency helps organisations align branding with long-term business transformation and growth.

Known for

Brand strategy
Brand architecture
Customer experience
Business transformation

Best suited for

Large organisations managing growth, portfolio evolution or regional expansion.

Foreign Policy Design Group

Strategy, storytelling and design for experience-led brands.

Founded in Singapore, Foreign Policy Design Group combines strategic thinking with distinctive creative execution. Its portfolio spans hospitality, retail, culture and lifestyle, with a strong emphasis on building brands through narrative and memorable customer experiences.

Known for

Brand storytelling
Identity design
Hospitality branding
Retail and lifestyle brands

Best suited for

Consumer-facing organisations looking to build differentiated, experience-led brands.

Somewhere Else

Helping challenger brands stand apart through strategic positioning.

Somewhere Else is a branding agency that works with ambitious organisations across Southeast Asia to define clear market positions before translating strategy into brand experiences. Its people-centred approach makes it a popular choice for businesses looking to challenge established categories.

Known for

Strategic positioning
Challenger branding
Customer insight
Brand experience

Best suited for

Businesses looking to differentiate themselves through clear positioning rather than category convention.

DWHQ

Corporate branding with strengths in brand architecture and governance.

DWHQ helps organisations build trusted brands through strategic positioning, brand architecture and digital experiences. With more than two decades of experience, the agency has worked across business-to-business, technology and corporate sectors, with a focus on creating clear, scalable brand systems.

Strengths

Brand architecture
Corporate branding
Digital brand experiences
Brand governance

Best suited for

Business-to-business organisations and companies managing multiple brands, products or services.

Sedgewick Richardson

Branding and corporate communications for complex stakeholder environments.

Established in Singapore in 1972, Sedgewick Richardson combines branding with corporate communications, sustainability reporting, investor communications and employer branding. Its integrated approach makes it well placed to support organisations where brand, reputation and stakeholder engagement go hand in hand.

Strengths

Corporate branding
Corporate communications
Sustainability reporting
Employer branding

Best suited for

Listed companies, large enterprises and organisations with complex stakeholder groups.

Vantage Branding

Strategic branding for corporate and professional services.

Vantage Branding is a Singapore branding agency focused on helping organisations clarify their positioning through strategy, identity and communications. Certified under the Practising Management Consultant (PMC) programme, the agency works across sectors including education, healthcare and professional services.

Strengths

Brand strategy
Corporate identity
Brand communications
Professional services branding

Best suited for

Organisations looking to strengthen their positioning and corporate brand.

Bonsey Design

Branding and digital expertise for modern businesses.

Bonsey Design combines brand strategy, identity and digital capability to help organisations build brands for an increasingly digital world. With experience across technology, business-to-business and consumer sectors, the agency has established a strong presence in Singapore and across Asia.

Strengths

Brand strategy
Digital branding
Technology brands
User experience

Best suited for

Technology companies and organisations undergoing digital transformation.

The Brand Strategy Lab

Research-driven branding for growing businesses.

The Brand Strategy Lab focuses on helping organisations build stronger brands through customer insight, positioning and strategic clarity. Its collaborative approach and emphasis on research make it a strong partner for businesses looking to establish a solid foundation before investing in creative execution.

Strengths

Customer research
Brand positioning
Strategic workshops
Brand development

Best suited for

Growing businesses and organisations seeking a strategy-led branding partner.

Choosing the right consultancy is only the first step.

This guide compares leading branding consultancies based on their positioning, strengths and areas of expertise. But identifying potential partners is only the beginning.

The more important question is whether a consultancy’s approach, methodology and operating model align with your organisation’s objectives, stakeholders and ambitions.

In our next guide, we explore a practical framework for evaluating branding consultancies, including the questions to ask, the common mistakes to avoid, and how to determine which type of consultancy is the right fit for your organisation.

→ Read: How to Choose the Right Branding Consultancy

This analysis is based on publicly available agency positioning, published case studies and Tangible’s professional experience operating within the Singapore and Southeast Asian branding ecosystem.

The report focuses on operating models and strategic orientation rather than financial ranking.

The post Top 10 Branding Agencies in Singapore (2026): Separating Strategy from Style appeared first on Tangible.