Dr Jerome Joseph is no stranger to branding. The industry veteran has 28 years of experience under his belt, and has authored 10 best-selling books on the topic. He has given keynote speeches, conducted seminars and workshops in 37 countries, and has been ranked No.2 in the world by Global Gurus in 2020 and 2022. The keen golfer, and former competitive football player, takes a step back from his busy schedule to talk to TAN JU KUANG about brands, golf, and what being a member at TMCC means to him.
1. What prompted and influenced you to join TMCC?
I’ve always been drawn to golf not just as a sport but as a way to unwind, connect with others, and challenge myself. As someone who travels frequently for work (I am almost 80-100 days on the road), I value spaces that provide both tranquillity and the opportunity to meet like-minded individuals and to not think about work. Tanah Merah Country Club stood out for its reputation as one of the premier clubs in Singapore. Its history, well-maintained courses, and sense of community made the decision to join an easy one. I also spoke to friends who were members, about the club and I heard extremely favourable reviews. If you recall, Ju Kuang, I spoke to you as well. Thank you for your help in my decision-making.
2. What do you enjoy most about being a TMCC member?
The camaraderie among members is one of the aspects I value most. TMCC offers a warm and welcoming environment where people genuinely enjoy each other’s company, whether on the course or during social events. I also appreciate the impeccable upkeep of the courses and facilities, which consistently provide an enjoyable golfing experience.
3. How do the courses, facilities, and other aspects of TMCC compare to other golf clubs that you’ve visited and played at?
Having played at numerous clubs locally and internationally, I can confidently say TMCC sets a high benchmark. The courses are beautifully designed and maintained, offering both challenges and scenic views. The clubhouse facilities and dining options also enhance the overall experience. TMCC’s service-oriented approach truly make it stand out. The friendly staff always make my day.
4. What is your background and how did you get into branding?
I started my career in branding over 28 years ago and have been fortunate to work with over 1,000 brands across 37 countries. My fascination with branding began at the young age of 14 when I became captivated by how brands influence decisions and create emotional connections. I used to watch advertisements and challenge myself to create my own versions of brand campaigns. I knew then that this was my calling.
I later led a publicly listed branding agency, which laid the foundation for my journey. In 2005, I authored my first book on branding, focusing on creating compelling experiences for both customers and employees. This book launched my career as a professional speaker. My second book, Turn Me On: Creating Your Personal Brand, in 2006, was the first-ever book on personal branding in Asia written by an Asian author.
As my work gained recognition, I was invited to speak at conferences globally, which sparked a deeper passion for sharing knowledge. I realized I wanted to do more than just consult—I wanted to inspire and empower others. This led me to dedicate more time to speaking at conferences, running masterclasses, and coaching leaders and entrepreneurs on building their personal brands.
While I continue to consult companies through my strategic advisory services, I remain committed to making a meaningful impact through my keynotes, masterclasses, and coaching. I help organizations and individuals craft compelling brand narratives, enhance their marketing strategies, increase sales, and foster cultures driven by their brands. My mission is to help individuals and organizations stand out, create impact, and thrive in today’s competitive landscape.
5. What is the most misunderstood aspect of branding among people in general?
Many people think branding is just about logos and colours. While visual identity is important, branding is much deeper—it’s about creating meaningful experiences and relationships with your audience. It’s the promise you make and how consistently you deliver on that promise. Branding impacts everything—it impacts you as the individual through personal branding, it impacts your culture through internal branding, it impacts how you sell your brand, it impacts your strategy, and it shapes your branded customer experiences. It is also about how your leaders lead the brand through brand led leadership. This is why when I talk about branding, I talk about it like an ecosystem of individual, organization, culture, leadership, selling, and marketing and how brand influences every aspect of the ecosystem.
6. How will companies benefit most with a strong branding strategy?
A strong branding strategy builds trust, differentiates you in a competitive market, and creates emotional connections that drive customer loyalty. It shapes perception and builds credibility.
For organizations, a strong brand creates alignment with culture, motivates employees to be brand advocates, ensures differentiation in the marketplace, and helps attract and retain talent. It also enhances customer experiences, driving long-term loyalty and growth. It also provides clarity for internal teams, aligning efforts towards a common vision and purpose.
But branding goes beyond just companies—it applies to individuals as well. Entrepreneurs, CEOs, and executives can benefit tremendously from personal branding by standing out, building credibility, and establishing themselves as thought leaders.
7. How do you help companies create, manage, and monitor their branding strategy?
I follow a proprietary, proven framework to help companies discover their unique value, define their positioning, develop strategies, deliver impactful campaigns, and drive growth. I have created multiple frameworks for Internal Culture Alignment and Brand Strategy that addresses key challenges organizations and individuals face, such as improving employee engagement, strengthening brand identity, differentiation, creating extraordinary experiences and increasing visibility in the market.
I have also developed frameworks to tackle individual branding challenges—helping entrepreneurs, executives, and leaders stand out, build influence, and amplify their credibility.
In addition, I have incorporated artificial intelligence (AI) into my programs, merging it with branding, selling, and marketing strategies. I believe the future of the brand ecosystem will be greatly enhanced by AI, allowing companies to create more personalized, data-driven strategies and improve efficiency across branding, marketing, and sales.
Through my training, coaching, and advisory work, I help businesses and individuals solve challenges related to differentiation, customer engagement, internal alignment, and growth—empowering them to build strong, sustainable brands for the future.
8. How do you feel about Tanah Merah Country Club as a brand? What do you think it does well, and where can it improve upon?
TMCC has built a brand that represents prestige, exclusivity, and community. Its emphasis on maintaining top-quality courses and providing exceptional member experiences reinforces its status as a leading club. To further enhance its brand, TMCC could explore more digital engagement strategies, stronger digital content across social platforms and personalised member communications. I would also strengthen the brand narrative by sharing the TMCC stories for example with a brand documentary showcasing the past, present and the future.
From a personal perspective and If I could wave my magic wand, I would love for there to be wellness programs for members or even a recovery facility with sports massage or cryotherapy. The club can also look into establishing celebrity golf clinics, night golf, golf simulators at the range, a loyalty program of sorts, and collaborations with lifestyle brands for products exclusive to members.
9. How long have you been playing golf, and what do you like most about it? What do you find most frustrating?
I’ve been playing golf (seriously) since December 2021, although I did have a brief one-year fling with the game about 20 years ago—let’s just say it ended with us needing some space. What I love most about golf is the perfect mix of focus, strategy, and the occasional illusion that I’ve mastered the game—right before it humbles me again. It’s my go-to for disconnecting, recharging, and chasing that one perfect shot that keeps me coming back (like when I drove the Par 4 ninth hole at Tampines a few days ago). I had a terrible game but that one drive kept replaying itself over and over again.
As for the most frustrating part? Oh, where do I start? Probably those moments when the ball seems to have a mind of its own—usually one that prefers water hazards over fairways!
10. How often do you play, whom with, and which course at TMCC do you prefer and why?
I typically play once or twice a week, often with fellow members and occasionally friends who come as guests. I enjoy the Garden Course when I want a chilled golfing experience, but the Tampines Course has to be my favourite as it offers more strategic challenging experience in my opinion. Both provide a fantastic experience depending on what I’m looking for on a given day.