On May 27, we launched the first session of the Amplify Your Impact branding masterclass series with “Designing Brands That Stick—and Matter.” This interactive workshop brought together early-stage Tech4Good founders and budding social entrepreneurs to explore what it means to build a brand rooted in purpose.
Beyond Logos: Branding as Experience
Facilitated by Syerifah Alsagoff from Brain Juice Collective, the session emphasized that branding is not just about design – it’s about how people feel when they encounter your work. A brand becomes powerful when it builds trust, inspires action, and creates emotional connection.
Personal Values as Brand Foundation
Participants learnt that strong initiatives are a reflection of the founders’ personal values. Through case studies like Rare Beauty, Dove, and Ben & Jerry’s, we explored how alignment between personal identity and organizational mission is key to authenticity.
The Fortune Cookie Principle
A central framework introduced was the “Fortune Cookie Principle”. This is the idea that while most businesses focus on the “cookie” (product, design, packaging), what really resonates with people is the “fortune” inside: the story, the values, and the purpose. During the breakout room discussion, participants identified the message of their brand and how that message shows in their work.
Tools, Takeaways, and Community
The learning did not stop after session: participants received a branding worksheet to reflect on their brand value. They also joined a community of fellow changemakers, helping each other to refine their brand voice, positioning, and gained confidence to communicate why their ventures matter.
If you missed this session, watch the highlights here. To access the full recording, register for our next session!
What’s Next: Purposeful Partnerships
The masterclass series continues on June 19 with “Stronger Together: Building Partnerships for Purpose.” In this session, Saurabh Nanda from SN Mentoring will dive into how social entrepreneurs can identify partners, build trust-based collaborations, and scale their missions strategically.
Registration is still open for Sessions 2 and 3. Join us here: https://shorturl.at/1TGFI
Participants who complete the sessions will receive a Certificate of Achievement.
About our Speaker
Syerifah Alsagoff (LinkedIn)
Product Manager, Responsible Innovation, Brain Juice Collective
Syerifah is passionate about inclusive innovation and impact, with 8 years of experience in project management, events, and community engagement. She has led initiatives like ASEAN’s first virtual conference for social entrepreneurs and mentoring programmes for Malay and Muslim youths. She has facilitated conversations on faith, mental health, and social issues, that contributed to policy discussions in Singapore.
Workshop Host & Writer
Liew Ting Ting (LinkedIn)
Program Fellow, PIM
Ting Ting is dedicated to fostering sustainable social impact through innovative ventures. With four years of strategic planning experience at Enterprise Singapore, she guides businesses and mission-driven individuals toward growth while driving positive change through research and insights.
Ting Ting holds a degree in International Relations from the National University of Singapore, and is pursuing a Master’s Degree in Economics & Management at Peking University, China. Her multidisciplinary background enriches her approach to business advisory. She is passionate about leveraging her expertise to empower enterprises and amplify their impact. She wants to continue inspiring entrepreneurs that prioritize impact and sustainability while helping them navigate market complexities.
