How to Apply for a Government Grant to Boost Your Business Branding

Singapore companies can apply for Enterprise Singapore’s EDGE grant, under the International Branding activity, to fund brand work for a specific overseas market. Eligible SMEs can receive support of up to 70% of qualifying costs, and non-SMEs up to 50%. You apply through the Business Grants Portal before the project starts, with a proposal and quotation from a vendor that holds SS 680 certification.

This guide explains who can apply, what the grant covers, what it does not cover and the steps to apply.

What Is the EDGE Grant?

EDGE is Enterprise Singapore’s business support scheme. It covers more than 150 activities across 8 business areas. International Branding is one of these activities.

From 30 September 2026, new applications for branding support go to EDGE. EDGE replaced the earlier Enterprise Development Grant (EDG) for new applications. Projects already approved under the old scheme continue under their original terms.

For a wider overview of the change, read our guide to the EDGE grant in 2026.

What Is the International Branding Activity?

International Branding supports companies that want to build or adapt their brand positioning to grow in a specific overseas market. It is a form of brand development focused on the market you plan to enter or expand into, not on your home market. Many companies use it as one part of a wider brand growth strategy, or to support ambitions for market leadership in their chosen region.

The grant helps you build the brand foundation for that market, from research to brand positioning and identity. It does not pay for the materials and channels you will use afterwards.

Is International Branding Right for Your Company?

The grant is useful, but it is not the right fit for every company. Before you prepare an application, check that your plans match what the activity is designed to support.

You Have a Clear Target Market

International Branding is built around a specific overseas market. If you have chosen a country or region and have a reason to enter it, you are in a good position. If you are still deciding where to expand, settle that question first. A vague plan makes it hard to scope the work and hard to explain the project in your application.

Your Brand Needs to Change for That Market

Some brands travel well. Others do not. Your name may be hard to pronounce, your message may not match local expectations or your look may feel out of place beside local competitors. If your current brand would hold you back in the new market, the grant can help you fix that. If the brand already works there, your money may be better spent on sales and distribution.

An honest look at your brand through the eyes of overseas buyers helps here. Ask partners or contacts in the market how your brand comes across. Their first impressions are often the clearest guide.

You Can Fund the Project Upfront

EDGE pays back qualifying costs after the project is complete. Your company must pay the vendor first. Make sure you have the cash flow to cover the full project cost until the claim is approved. Remember that you will also need budget for the work the grant does not cover, such as a website or launch materials for the new market. Planning both together gives a truer picture of the total investment.

How Much Support Can You Receive?

Company type	Support level for International Branding
SMEs	Up to 70% of qualifying costs
Non-SMEs	Up to 50% of qualifying costs

A few points to note:

• Annual cap. Support is capped at up to $100,000 a year across all EDGE activities. The cap refreshes on 1 April each year.
• Reimbursement. EDGE pays back qualifying costs after the project is complete. Your company pays the vendor first, then claims.
• Example. On a S$50,000 project where all costs qualify, an eligible SME can claim up to S$35,000.

The percentage applies to qualifying costs only. Costs that are not supported, such as GST, are not counted. Ask your vendor to separate supported and unsupported items clearly in the quotation, so you know what you can expect to claim.

Who Can Apply?

Your company can apply if it meets these conditions:

• It is registered and operating in Singapore.
• At least 30% of the company is owned, directly or indirectly, by Singapore citizens and/or Singapore Permanent Residents.
• The project has not started. No work may have begun, and no payment or deposit may have been made to any vendor, supplier or third party before you submit the application.

Some organisations cannot apply:

• Non-profit organisations
• Societies
• Religious entities
• Voluntary welfare organisations
• Statutory boards
• Government subsidiaries

The rule about timing matters most. If you start the work or pay a deposit before applying, the project cannot be supported. Plan the application first.

If you are unsure whether your company meets the ownership rule, check your shareholding structure before you invest time in proposals. Your company secretary or finance team can usually confirm this quickly.

What Does International Branding Support?

The activity supports three kinds of work. Each must target a specific overseas market.

Brand Research and Analysis

Research builds an understanding of the target market. It can cover customers, competitors, market conditions and how your brand is likely to be seen there. It also shows what customer value buyers in that market look for.

Research can review how competitors communicate, from advertising to thought leadership content. Findings are often mapped on a positioning framework to show where gaps exist. This evidence shapes every later decision, including your brand positioning.

Brand Strategy for Overseas Expansion

Strategy defines how your brand will compete in the new market. It sets out your brand positioning: who you will serve, how you will stand apart and what your brand should stand for in that context.

Brand positioning that works in Singapore may not work overseas. Buyers there may not know you yet, so brand differentiation matters even more. The work often covers a value proposition for local buyers, a positioning statement, a brand narrative that tells your story to new audiences and how your strengths become a competitive advantage. The output is often a brand platform for the target market. Companies with several product lines may also need to consider brand architecture.

Brand Identity Development or Refresh

Identity work turns the brand positioning into a visual and verbal system that suits the target market, including tone of voice and brand personality. This can mean a new identity or a brand refresh of your existing one.

A refresh can keep the brand equity and brand loyalty you have built at home while adapting to the new market. A consistent identity supports brand recognition in a market where buyers are meeting you for the first time, and helps the brand feel right across the customer experience there.

What Does International Branding Not Support?

The grant does not cover:

• Work aimed at the domestic market in Singapore
• Website development
• Collateral production
• Social media management
• Marketing plans and campaigns
• Brand roadmap implementation
• GST

In short, the grant funds the brand positioning and identity for an overseas market. It does not fund the website, printed materials or campaigns that follow. A website supports brand visibility, collateral carries your brand messaging and campaigns build brand awareness after launch, but all three must be budgeted separately.

Why the Vendor Needs SS 680 Certification

Your application must include the vendor’s SS 680 certification, along with its proposal and quotation.

Check this early. If your chosen vendor cannot provide SS 680 certification, the application will not be complete. Ask for the certificate before you request a formal quotation.

It also helps to ask how the vendor will run the project. Who will lead the work? How will they research the overseas market? What will you receive at the end? Clear answers show that the vendor understands both branding and the requirements of the grant.

At Creativeans, our EDGE projects are led by Kimming Yap, a Registered Management Consultant (RMC). We include the certification with our proposal and quotation. Learn more about working with an accredited brand consultant in Singapore.

How to Choose the Overseas Market to Focus On

Your application must name a specific overseas market. Choosing that market well makes every later step easier, from the vendor’s proposal to the sales projections.

Start With Demand

Look at where your products or services already attract interest. Enquiries from abroad, existing distributors and repeat overseas customers are all useful signals. A market where you already have some traction is often easier to build on than one where you are starting from nothing.

Understand Local Buyers

Buyers in different markets have different habits, languages and expectations. What persuades a customer in Singapore may not work in Jakarta, Ho Chi Minh City or Milan. Talk to people who know the market well, such as partners, distributors or advisers, before you commit. Visiting the market, attending trade events or reviewing local media can also reveal how buyers think and what they respect.

Assess the Competition

Find out who you will compete with and how they present themselves. Some markets are crowded with similar offers. Others have clear gaps. Knowing the landscape helps you set realistic sales projections and gives your vendor a stronger starting point for research. Note which competitors are local and which are international, as buyers often see them differently.

Be Honest About Your Capacity

Entering a new market takes time, people and money beyond branding. Consider whether your team can support sales, delivery and service in that market. The brand work will only pay off if the business can follow through.

Documents You Need

For an International Branding application, prepare:

• An outline of your overseas market strategy and expansion plan
• The vendor’s proposal for the target market
• The vendor’s quotation
• The vendor’s SS 680 certification
• A projection of overseas sales for one year after the project
• A projection of new jobs created for one year after the project, both overall and for Singaporeans only, with gross monthly salary above S$5,000

The projections should be realistic. Base them on your business plan for the target market. It helps if your market plan also explains the opportunity and the brand positioning you intend to take.

Give yourself enough time to prepare these documents. Your vendor’s proposal will depend on what you tell them about the market, so share your plans, targets and any research you already have. The clearer your brief, the more useful the proposal will be.

How to Apply: Step by Step

Step 1: Check the Activity and Your Eligibility

Confirm that your project targets a specific overseas market and that your company meets the eligibility rules. Make sure no work has started and no deposit has been paid. If you are not sure the project fits, review the supported and unsupported items above before you go further.

Step 2: Prepare Your Project Documents

Work with your vendor on the proposal and quotation, agreeing a scope from research to brand positioning and identity. Prepare your market plan and the sales and jobs projections. Collect the vendor’s SS 680 certification. Check that the proposal names the target market and that the scope only includes supported work.

Step 3: Submit Through the Business Grants Portal

Submit the application on the Business Grants Portal using your company’s Corppass account. Enterprise Singapore accepts applications only from the company’s own staff. A vendor cannot submit it for you. Make sure the person submitting has the right Corppass access and all documents ready to upload.

Step 4: Accept the Letter of Offer

If the application is approved, you will receive a Letter of Offer to accept. The application outcome takes about 10 weeks. If approved, costs incurred from the application date are covered.

Step 5: Complete the Project

Carry out the work within the qualifying period. The project must be completed within 12 months of approval. Agree a schedule with your vendor that leaves time for reviews and approvals inside your company. Regular check-ins help keep the project on track and avoid a rush near the end of the qualifying period.

Step 6: Pay and Prepare Your Claim

Pay the vendor in full. Gather the deliverables, payment evidence and claim documents. Keep invoices, receipts and final files together in one place as the project progresses.

Step 7: Submit Your Claim

Submit a single, final claim through the Business Grants Portal. For International Branding, claims open from 1 December 2026.

Step 8: Receive Reimbursement

Once Enterprise Singapore approves your claim, you receive the reimbursement. With the brand work complete, you can then roll the new brand out in the target market using your own budget for the website, materials and campaigns.

Tips for a Smooth Application

• Apply first, start later. Do not sign off work or pay a deposit until you have submitted the application.
• Be specific about the market. Name the overseas market, explain why you are entering it and outline the brand positioning you plan to test.
• Keep the scope within the rules. Leave out website, collateral and campaign costs, as these are not supported.
• Choose a certified vendor. Confirm SS 680 certification at the start.
• Involve your leadership early. The market plan and projections need input from the people who will drive the expansion.
• Keep records from day one. Organised invoices and deliverables make the final claim much easier.
• Plan your cash flow. EDGE reimburses after completion, so you need to fund the project first.
• Track results after launch. Monitor brand performance in the new market so you can see what is working.

Planning Beyond the Grant

The grant supports research, strategy and identity for your target market. That work is only the start. To see results, you also need a plan for what comes after.

Think about how the new brand will reach buyers in the market. You may need a localised website, sales materials in the local language, packaging that meets local rules or a launch campaign with partners. None of these is supported by the grant, so set aside a separate budget and timeline for them early.

Consider who will own the brand in the new market. A local partner, distributor or team member should understand the brand guidelines and be able to apply them consistently. Without clear ownership, the brand can drift quickly once the project ends.

Finally, decide how you will judge success. Overseas sales, enquiries, new partnerships and feedback from local buyers can all show whether the brand is working. Your application already includes sales and jobs projections, so tracking against them is a natural place to start.

Common Mistakes to Avoid

Many problems with grant applications are easy to prevent. These are the mistakes to watch for.

Starting Work Too Early

This is the most costly mistake. If any work starts, or any payment or deposit is made, before you submit the application, the project cannot be supported. Agree the scope with your vendor, then wait until the application is in before anything begins. Remind your team too, as an early kick-off meeting or a small deposit can be enough to cause problems.

Including Unsupported Costs

Website development, collateral production, social media management and marketing campaigns are not supported. Neither is work aimed at the domestic market. Keep these items out of the scope you submit, or ask your vendor to quote them separately.

Choosing a Vendor Without SS 680 Certification

The application must include the vendor’s SS 680 certification. If your vendor cannot provide it, the application will be incomplete. Confirm this before you spend time on proposals.

Writing a Vague Market Plan

Your outline of the overseas market strategy should be clear and specific. Name the market, explain the opportunity and show how the brand work supports your expansion. A focused plan is easier to assess than a general one. Link your sales and jobs projections to the same plan, so the numbers and the story support each other.

Forgetting the Claim

Approval is not the end of the process. You must complete the project within 12 months of approval, pay the vendor and submit a single, final claim with the deliverables and payment evidence. Keep good records from the start so the claim is straightforward.

How Creativeans Can Help

Creativeans is a brand strategy and design consultancy with teams in Singapore, Milan and Jakarta. Since 2012, we have built 300+ brands. We start with research, then design the identity and every touchpoint, through to brand rollout.

Our method is BrandBuilder®, in five stages: brand audit, brand positioning, brand identity, brand touchpoints and brand rollout. For an International Branding project, the work falls within the stages the grant supports: research, brand positioning and identity for the target market.

Our co-founders are Kimming Yap, a Registered Management Consultant (RMC), and Yulia Saksen, a Certified Management Consultant (CMC). Kimming leads our EDGE projects. We can prepare the proposal, quotation and SS 680 certification you need. Your own team then submits the application.

For companies expanding abroad, our teams in Singapore, Milan and Jakarta bring direct experience of working across different markets. We start every project by understanding the business and the target market before any design work begins.

See our EDGE grant page for more details.

Frequently Asked Questions

Can Creativeans submit the EDGE application for my company?

No. Enterprise Singapore accepts applications only from the company’s own staff, through the Business Grants Portal with your Corppass account. We provide the proposal, quotation and SS 680 certification for you to include. We can also help you understand what the documents need to show.

Can I start the project before the application is approved?

You must submit the application before any work starts or any payment is made. If approved, costs incurred from the application date are covered. If you start or pay a deposit before applying, the project cannot be supported. Build time for the application into your expansion plan so the brand work is not delayed.

Does the grant cover a new website for the overseas market?

No. Website development is not supported. Neither are collateral production, social media management or marketing campaigns. You can still carry out this work, but it must be funded separately.

Can I use the grant to rebrand for the Singapore market?

No. International Branding supports work for a specific overseas market. Work aimed at the domestic market is not supported. The project must target a specific overseas market.

Is the grant paid upfront?

No. EDGE is reimbursement-based. Your company pays for the project, then submits one final claim after completion. Plan your cash flow so the full project cost is covered until the reimbursement arrives.

How long does approval take?

The application outcome takes about 10 weeks. Once approved, the project must be completed within 12 months. Factor both periods into your market entry timeline.

Next Step

Contact Creativeans to discuss your brand: https://www.creativeans.com/contact