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5 Branding Lessons I Learnt From Singapore



Spend a short amount of time in Singapore and it’s easy to assume that Singaporeans don’t place much emphasis on Personal Branding.

But, that’s not strictly true. It very much depends on how you define personal branding.

Talk to Singaporeans about “brand statements”, “Reach assessments” and their “online brand” and you’re likely to receive a limited response from some people.

But when you spend time living and working on this island state, you realize that Singaporeans (in their very own way) are actually very focused on managing their reputations.

Here are 5 personal branding lessons you can learn for Singapore:

1. Have a unique voice

Coming from London, one of the great advantages of moving to Singapore for me was the fact that everyone speaks English here.

Or rather – they speak “Singlish” – Singapore’s very own version of English with some choice phrases and dialects thrown in.

Most notably – adding the word “La” to the end of an English sentence. “La” doesn’t actually mean anything – it’s just a way to make a sentence less formal and to be friendly. The Singaporean authorities try to distance them themselves from Singlish and encourage people to speak ‘clear English.’

But having your own unique voice and style of communication (Singlish or otherwise) helps individuals, businesses Singaporean society to be unique – whilst maintaining their authenticity (i.e. the very essence of Personal Branding).

How about you?
Do your words, language and online profile reflect your authentic self? Or do you just sound like everyone else?

2. Watch your ‘Face’

Singapore is a melting pot of different cultures and races – Chinese, Indians, Malays along with expatriate workers (like myself) making up the population.

Around 75% of that population come from Chinese heritage. And as anyone who has done business in China will know, the concept of ‘face’ or “Mian Zi” (in Mandarin) is of fundamental importance to people with Chinese heritage.

In Chinese culture, ‘face’ represents an individual’s reputation and standing in the eyes of others – be that in the workplace or society at large.

Chinese Singaporeans are consequently very mindful of the actions and activities which may cause them to ‘lose face’ in the eyes of others. Similarly ‘gaining face’ is equally important. Seeking opportunities and accolades which will enhance your reputation is seen as highly desirable.

How about you?
To what extent are you mindful and protective of your reputation? How proactive are you about seeking opportunities which will help you ‘gain face’?

3. Practice excellence

As a visitor, the moment you arrive into Singapore, you recognize the high standards the country sets for itself.  Singapore’s Changi Airport has consistently been ranked the “Best Airport in the World” and really is a joy to travel through.

But this focus on excellence doesn’t apply just to the airport. The fabric of modern Singapore life is driven by achieving high standards – from the drive to achieve high grades at school and finding jobs in the most prestigious companies and professions, through to Singapore’s obsession with the “tallest”, the “biggest” and the “best.”

The “best health care system in Asia’, the “largest Aquariam in the world”, the “highest al fresco bar in the world”, “the best street food in the world”

The list goes on.

Visitors to Singapore may smile at some of these ‘accolades’ – but at the same time, it’s difficult not to admire the amazing success story of Singapore. A success that is driven by the focus on excellence and high standards in everything you do.

How about you?
The easiest way to be referred for a new job or be referred to new clients is to do an excellent job in your existing role and to impress your existing clients. What are you doing to practice excellence and set the highest standards in everything you do?

4. Be consistent

Singapore is driven by efficient systematic processes. Things ‘just works’ here. Be that transport systems, communication systems or the businesses built around robust processes – which then help deliver consistent results and experiences.

How about you?
The process of managing your brand is not a ‘one off activity’ when job searching or rebranding your business. It’s the consistent set of actions and messages you send out. How can you become more systematic in the way you manage your personal brand?

5. Speak up

Historically, Singaporeans have not always been known for speaking up. Singapore’s success in recent times has been built on the adherence to systems and rules. Which have then translated into the systematic and process-driven environments mentioned above.

So “speaking up” is not a natural Singaporean trait.

Work inside a multi-national company in Singapore, and you’ll often see western expatriates (rather than the Singaporeans) to be the more assertive ones. The ones that challenge and question the status quo.

Talk to a Singaporean doctor, banker or management consultant and you’ll often see a hidden artist, designer or entrepreneur who couldn’t challenge their parent’s desire for them to follow a traditional career path to a prestigious and well paid profession.

But things are changing. I’m increasingly noticing the rise of the Singaporean voice. People willing to challenge the status quo, to have an opinion and speak their mind. People willing to follow the passions rather than simply choosing careers down the beaten path.

How about you?
In the past – fitting in, complying and not ‘rocking the boat’ was the path to career success. In today’s workplace it’s the worst thing you can do. Are you speaking up and standing out – or are you still keeping your head down and fitting in?

The Future

As the economies of Asia expand, Singapore will continue to be a vibrant, modern economic success at the heart of Asia’s future growth. And will continue to attract talent and businesses who seek to benefit from that growth.

The challenge for the people of Singapore is to maintain their authenticity, their history and uniqueness as they compete for business and career opportunities in an increasingly competitive market.

In that respect, Singapore is no different to any of the other countries discussed in this Blogathon series.

In an increasingly noisy and competitive world, YOU and your personal brand are the biggest lever in your future success. So review these 5 lessons and decide which ONE area you need to focus on next to strengthen your brand and stand out….La!


About the Author

This article was produced by Peter Stelacci and was authored by Sital Rupaleria. Having spent the majority of his career in London, Sital is currently based in Singapore working with the recruitment team of a global technology firm. He shares his observations on the modern work place, careers and his adventures across Asia at his personal blog. Visit Peter Stelacci for more information and insights on Personal branding.


Is There A Coworking Space Bubble?



An annual growth rate of nearly 100%, almost five years in a row? More than 60 coworking spaces in a city like Berlin? Are these the characteristics of a bubble? Nope, these are characteristics of a lasting change in our world of work, which has been further catalyzed by the recent economic crises in many countries. But what makes this change different to a bubble? We’ve summarized some arguments of why the coworking movement is based on a sustainable change. However, that doesn’t mean it’s an easy job to open a good working coworking space.

Five reasons why the growth of coworking spaces is based on organic and sustainable growth: 

1. Coworking spaces invest their own money and create real wealth

Already, there is a convincing argument supporting why coworking spaces are not developing in a bubble: the fact that they create real wealth.

Whether referring to the dotcom bubble a decade ago or the real estate crisis in Spain or the United States, the crisis originated in a glut of cheap money, in an environment in which the sender and the recipient were unacquainted. From funds and banks, money flowed in steady streams to investments which offered little resistance and the most promising returns – which only a little while later turned into delusions and ruined investments.

Redistributed risks create illusions. Those people who distributed the money rarely wore the risk of investment decisions. The risk was mainly taken by small shareholders or people who bought parts of those investments. This was because either both parties’ (better) judgement was drowned out by the noise of the market, or because shareholders were unaware of the risk, and were at the mercy of banks and funds for reliable information.

Another fundamental condition for the creation of bubbles are the sheer amounts of money that flow from various locations globally and are concentrated, by comparison, in much fewer places.

Most coworking spaces, however, receive their funding from local or nearby sources and do not operate within this financial system. In fact, the founders mainly inject the bulk of the required investment, and turn to friends or relatives for additional support. They wear the full brunt of the risks that are involved in small-time investment.

They have access to much more information, because it is their own project, rather than a foreign one thousands of miles away. This also includes failures and mistakes that are encountered along the way, but the risk is less redistributed, thereby decreasing the probability of failures.

2. Labor market changes demand on certain office types lastingly

Most users of coworking spaces are self-employed. The proportion of employees is also on the rise, in many cases simply because they work for small companies that increasingly opt to conduct their business in coworking spaces rather than in traditional offices. The industry of almost all coworkers fall within the Internet-based creative industries.

With flexibilisation of work markets, new mobile technologies that are changing work patterns, and the increase of external services purchasing from large and medium-sized enterprises (outsourcing), the labor market has changed radically in many parts of the world.

The long-term financial and emotional security of becoming an employee no longer exists, especially for younger generations of workers. Bigger companies are quicker to fire than hire, and precarious short-term contracts are on the rise. Promising options on the labor market are more often recuded to freelancer careers and starting your own company.

And that’s possible with less money to invest. All you need is a laptop, a brain and a good network. For years, the number of independent workers and small businesses has been growing worldwide – particularly in internet-based creative industries. Anyone who has sufficient specialized skills and the willingness to take risks may adapt more quickly to market conditions if they own a small business or are self employed; more so than if they were to work in a dependent position in an equally volatile market.

Coworking spaces provide an environment in which to do this. Once they have joined a (suitable) coworking space, these factors become apparent to coworkers, who will remain in their space for years to come.

Furthermore, independent workers rarely fire themselves in crises, and even small companies are less likely to give their employees the boot – compared to their large counterparts. This combination enables more sustainable business models – and less business models à la Groupon.

3. Coworking spaces don’t live on crises

Global economic growth is waning while the number of coworking spaces is continually growing. Do coworking spaces thus benefit from this crisis?

The current crises accelerate the formation and growth of coworking spaces, because they offer solutions and space for the resulting problems. Coworking spaces are therefore not a result of a crisis, but the product of change that pre-dates their existence. A crisis is simply the most visible expression of change.

The first coworking spaces emerged in the late 1990s; the movement’s strong growth started six years ago – before the onset of economic downturns in many countries.

4. Coworking spaces depend on the needs of their members

Most coworking spaces are rarely full. Does this mean they are unsuccessful? On average, only half of all desks are occupied. But the average occupancy rate of 50% refers only to a specific date.

In fact, coworking spaces generally serve more members than they can seat at any given time, since members do not use the spaces simultaneously. Coworking spaces are places for independents who want to work on flexible terms. Smaller spaces rely more on permanent members. Larger spaces can respond more flexibilty to the working hours of its members, and, can rent desks several times over.

If a coworking space is always overcrowded or totally empty, the purpose of said space would be defeated. Firstly, it is rather impossible to work in an overcrowded room. Second, it’s impossible to cowork in an empty room. Given the nature of flexible memberships, a coworking space only can survive if they fit the needs of their members. Members would otherwise be quick to leave, and membership would be much more transient.

5. The coworking market is far from saturation

Less than 2% of all self-employed – and even fewer employees – currently work in coworking spaces. Reporting on coworking may increase, but inflated reporting on the coworking movement in the mainstream media is still far away.

Coverage of coworking space are most likely to be found in the career or local sections in larger publications – front cover coverage remains the dream of many space operators. This is because the whole coworking movement can’t be photographed in one picture. What appears to be a disadvantage, however, is actually a beneficial truth: niche coverage allows the industry to grow organically, and avoid over inflation.


Coworking spaces don’t operate in parallel universes – like the financial market. Demand and supply are almost exclusively organic and operate in the real world economy.

For the same reason, there is no guarantee that opening a coworking spaces will be automaticly successful. Anyone who fails to learn how to deal with potential customers in their market, or is unfamiliar with how coworking communities function, will have a difficult time of making one work. In the same way that business people in other industries will fail if they do not understand their market.

Those who simply tack on the word ‘coworking’ to their space’s facade will need to work harder. The structure of most coworking spaces is based on real work, calculated risk, and real-world supply and demand.


About the Author

This article was produced by Deskmag. Deskmag is the magazine about the new type of work and their places, how they look, how they function, how they could be improved and how we work in them. They especially focus on coworking spaces which are home to the new breed of independent workers and small companies. see more.

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Callum Connects

Dextre Teh, Founder of Rebirth Academy



Dextre Teh is a consultant and marketing guru, helping F&B businesses to tighten their operations and grow their businesses.

What’s your story?
I help frustrated F&B business owners stuck in day to day operation transform from a glorified operator into a real business owner. I’m a 27 year old Singaporean second generation restaurant owner and a F&B business consultant. Entering the industry at 13 years old, I have always been obsessed with operations and systemisation. At the age of 25, I joined the insurance industry and earned a six figure yearly income. However, I left the high pay behind because it was not my passion and returned to the F&B industry. Now I help other F&B companies to tighten operations and grow their businesses with my consulting and marketing services.

What excites you most about your industry?
The food. I’m a big lover of food and even have a YouTube show on food in development. But that aside, it is really about impacting people through food. Creating moments and memories for people, be it a dating couple or families or friends. Providing that refuge from the daily grind of life. So in educating my consulting clients and training their staff to provide a better experience for their customers, I aim to shift the industry in the direction of creating memories instead of just selling food.

What’s your connection to Asia?
I was born and bred in Singapore. I love the culture, the food and travelling in Asia.

Favourite city in Asia for business and why?
Singapore hands down. The environment here is built for businesses to thrive. The government is pro business and the infrastructure is built around supporting business growth. Not to mention the numerous amount of grants available in helping people start and even grow business. If I’m not mistaken, the Singaporean government is the only government in the world that offers grants to home grown businesses for overseas expansion.

What’s the best piece of advice you ever received?
Learning to do things you do not intend to master is a BIG mistake in business. Focus on what you are good at and pay others to do the rest.

Many business owners including myself are so overwhelmed by the 10,000 things that they feel they need to do everyday. We try to do everything ourselves because we think it saves us money. The only thing that, that does for us is overload our schedules and give us mediocre results. Instead we should focus on what we do best and bring in support for the rest.

Who inspires you?
Christopher M Duncan.

At 29, Chris has built multiple 7 figure businesses. He opened me to the possibility of building a business on the thing that I loved and gave me a blueprint of how to do it. He also showed me that being young doesn’t mean you cannot do great things.

Imran Mohammad and Fazil Musa
They are my mentors and inspire me every single day to pursue my dreams, to focus on celebrating life and enjoying the process of getting to where I want to be.

What have you just learnt recently that blew you away?
Time is always more expensive than money. Money, you can earn over and over again but time, once you spend it, will never come back.

If you had your time again, what would you do differently?
I am a firm believer that your experiences shape who you are. I am grateful for every single moment of my life be it the highs or the lows, the successes and the failures because all these experiences have led me to become the person I am and brought me to the place that I’m at so I will probably do things the same way as everything was perfect in its time.

How do you unwind?
Chilling out in a live music bar with a drink in hand, listening to my favourite live band, 53A. Other than that I’m big on retail therapy, buying cool and geeky stuff.

Favourite Asian destination for relaxation? Why?
Bangkok. It feels like a home away from home where the cost of living is relatively low, the food is good and the people are friendly.

Everyone in business should read this book:
Everything you know about business is wrong by Alastair Dryburgh. It is a book that challenges commonly accepted business “truths” and inspires you to go against the grain, think different, take risks and stand your ground in the face of the challenges that will come your way as a business owner.

Shameless plug for your business:
I’m the creator of the world’s first Chilli Crab Challenge. It gained viral celebrity earlier this year with 3 major newspaper features and more than a dozen blog and online publications featuring it in the span of two weeks. In the span of the two weeks, the campaign reached well over a million people in exposure without a single cent spent in ads.

Now I help F&B companies to tighten operations, increase profits and grow their businesses with my consulting and marketing services. Chilli Crab Challenge (

How can people connect with you?
You can connect with me on Facebook ( or visit for more information or book a 10 minute call with me @

This interview is part of the ‘Callum Connect’ series of more than 500 interviews

Callum Laing is an entrepreneur and investor based in Singapore. He has previously started, built and sold half a dozen businesses and is now a Partner at Unity-Group Private Equity and Co-Founder of The Marketing Group PLC. He is the author two best selling books ‘Progressive Partnerships’ and ‘Agglomerate’.

Connect with Callum here:
Download free copies of his books here:

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