Branding in the Era of Personalisation: How Singapore’s Agencies are Adapting

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In today’s business environment, personalisation isn’t merely a trend—it’s a requisite for brands striving to distinguish themselves in an increasingly competitive market. Creating personal bonds with consumers is crucial, compelling brands to deviate from the conventional ‘one size fits all’ strategies. This shift has led to significant transformation within the branding industry, with branding agencies adapting their methodologies to this consumer-focused approach. This article explores how branding agencies in Singapore are acclimatising to the era of personalisation.

The Era of Personalisation

The era of personalisation is characterised by a business approach that tailors experiences, products, and services to the individual needs and preferences of customers. It recognises that today’s consumers wish to be acknowledged as individuals with distinct tastes, interests, and needs. Technological advancements have enabled personalisation on an unparalleled scale. Digital tools, including artificial intelligence (AI), machine learning, and data analytics, are utilised to comprehend individual consumer behaviour, allowing businesses to deliver personalised experiences in real time.

Personalisation is increasingly becoming the norm rather than an exception across industries, from retail to entertainment, and is changing how brands connect with consumers. In terms of branding, personalisation involves shaping brand narratives, aesthetics, and communication strategies to resonate on a personal level with a diverse consumer demographic.

Singapore’s Unique Landscape

Singapore offers a unique landscape for branding agencies. With its multicultural society and high digital connectivity, personalisation strategies must be refined to cater to diverse tastes, languages, and cultural nuances, whilst harnessing the pervasive digital connectivity of the populace. In view of these circumstances, branding agencies in Singapore have been pioneering innovative personalisation strategies.

Source: Singapore Tourism Board

Data-Driven Insights

Personalisation’s foundation is in data. Singapore’s branding agencies are harnessing the potential of data analytics to gather insights into consumer behaviour, preferences, and engagement patterns. These insights shape everything from brand identity creation to marketing campaign development. For instance, agencies may analyse social media interactions, online search behaviours, and e-commerce purchase histories to understand consumer preferences at a granular level.

AI and Machine Learning

Artificial intelligence and machine learning are integral to personalisation strategy. They facilitate automation of personalisation at scale, enabling delivery of individualised experiences to a large customer base. AI-powered tools can analyse large volumes of data, identify patterns, and make accurate predictions about consumer behaviour.

Culturally Sensitive Personalisation

In the multicultural context of Singapore, personalisation also involves cultural sensitivity. Singapore’s branding agencies appreciate the importance of tailoring branding strategies to the cultural background and values of their target audiences.

Real-Life Examples

1. Love, Bonito

A prime example of a Singaporean brand employing personalisation in its branding strategy is Love, Bonito, a local women’s fashion label. Love, Bonito distinguishes itself in the competitive fashion industry by offering personalised services and experiences to its customers.

Data analytics is central to Love, Bonito’s personalisation strategy. The brand utilises data gathered from online purchases and in-store shopping habits to understand the preferences and buying behaviours of its customers. For example, the company collects data on the most tried-on but not purchased items, indicating styles that customers are interested in but don’t quite hit the mark. They then use these insights to adjust their future designs and collections.

Furthermore, Love, Bonito offers a personalised styling service in their physical stores, where stylists provide one-on-one consultations to help customers find outfits that suit their unique style and needs. This personalised service not only enhances the shopping experience but also strengthens the brand’s relationship with its customers.

2. DBS Bank

DBS Bank, one of the leading financial institutions in Singapore, has also harnessed the power of personalisation to enhance its branding strategy and customer experience. DBS uses artificial intelligence and machine learning to analyse customer data and deliver personalised banking experiences.

One of DBS’s personalisation initiatives is the DBS digibank app, which uses predictive analytics to offer personalised financial advice and product recommendations based on individual users’ banking behaviours. For instance, if the system recognises a pattern of the user saving a certain amount each month, it may recommend a suitable savings plan or investment product.

DBS also uses AI to provide personalised customer service. Its AI chatbot, ‘POSB digibot‘, can handle a wide range of customer queries, providing quick, tailored responses based on the customer’s account information and past interactions with the bank.


The era of personalisation has ushered in a significant shift in the branding industry. To remain competitive, branding agencies must transcend generic strategies and focus on understanding and catering to the unique preferences of individual consumers. Singapore’s branding agencies have risen to this challenge, harnessing data-driven insights, AI and machine learning, and culturally sensitive strategies to deliver personalised branding solutions. As personalisation continues to redefine the branding landscape, these forward-thinking strategies will set successful agencies apart.

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