Enterprise Development Grant (EDG): A Practical Guide for Branding & Marketing Projects

Thinking of using the Enterprise Development Grant (EDG) for a branding or marketing project?

This guide focuses on the Enterprise Development Grant (EDG) under Enterprise Singapore, specifically the Strategic Brand and Marketing Development project category.

Before contacting a consultant or creative agency, it is important to understand what the grant supports—and what it expressly excludes.

One of the most common misconceptions is that the EDG subsidises the production of logos, brochures, websites, videos or digital marketing campaigns.

Under Strategic Brand and Marketing Development, the focus is on qualifying strategic consultancy work that helps a business differentiate itself, reach its intended audience and strengthen its competitiveness.

The EDG may support the thinking and strategy behind business transformation. It does not automatically fund everything subsequently designed, produced or promoted.

Is the EDG Suitable for What You Need?

This quick comparison may save everyone some time.

If you are looking for…	Strategic Brand and Marketing Development
Business diagnosis and gap analysis	Potentially supportable
Customer, market and competitor research	Potentially supportable
Brand positioning and value proposition	Potentially supportable
Brand strategy and differentiation	Potentially supportable
Strategic marketing and customer communications planning	Potentially supportable
Strategic recommendations and implementation roadmap	Potentially supportable
Logo and visual identity production	Not covered under this project area
Corporate or marketing brochures	Not covered
Website production	Not covered
Photography, stock images and video production	Not covered
Copywriting	Not covered
Advertising, media buying and public relations campaigns	Not covered
Social media management and influencer engagement	Not covered
Search Engine Optimisation and Search Engine Marketing	Not covered

The activities marked as potentially supportable are not automatically approved. Every application remains subject to Enterprise Singapore’s assessment of the applicant, project scope, expected outcomes and competency of the appointed service provider.

If your primary objective is simply to obtain government funding for a logo, website, brochure, video or digital marketing campaign, this EDG project area is unlikely to meet your expectations.

Which Best Describes Your Situation?

A grant should support a sound business decision. It should not become the reason for undertaking the project.

You may be ready for an EDG discussion if…	You may need to reconsider your approach if…
You have identified a genuine business challenge.	You are mainly looking for the highest possible grant support.
You want to strengthen your brand and competitiveness.	You simply want a cheaper logo, website or marketing campaign.
You are prepared to invest in meaningful business transformation.	The project only makes sense to you if it is subsidised.
You see branding as part of your wider business strategy.	You see branding only as a one-off design exercise.
You are looking for objective diagnosis and strategic advice.	You are looking for someone to “get us the grant”.
You are prepared to implement the recommended strategy properly.	You want to package routine production work as strategic consultancy.

If you are looking for the biggest grant, we are probably not your first call. If you are looking to build a stronger business, we would be pleased to have a conversation.

What Is the Enterprise Development Grant?

The Enterprise Development Grant (EDG) is administered by Enterprise Singapore to support projects that help Singapore businesses upgrade, innovate, grow and transform.

It funds individual projects tailored to the applicant’s business plans and intended project outcomes.

Qualifying project costs may include:

• Third-party consultancy fees
• Software and equipment
• Internal manpower costs

The actual costs supported will depend on the approved project category, scope and conditions stated in the Letter of Offer.

What Types of Projects Does the EDG Support?

EDG projects fall under three broad categories:

• Core Capabilities
• Innovation & Productivity
• Market Access

Strategic Brand and Marketing Development sits within Core Capabilities, which is intended to help businesses strengthen their foundations and prepare for growth and transformation.

What May Strategic Brand and Marketing Development Cover?

Enterprise Singapore currently identifies the following forms of work as potentially supportable:

• Diagnosis and gap analysis within the company
• Assessment of internal and external factors, including strengths, weaknesses and competitors
• Primary or secondary research
• Recommendations and plans for implementation
• Development of an effective brand strategy for targeted consumers
• Development of a differentiated proposition against competitors
• Assessment of a brand’s financial value and identification of brand levers
• Development of a strategic plan to optimise marketing resources
• Development of strategies to improve customer communications

These activities should address a genuine business need and contribute towards meaningful capability development.

A strategic branding project should establish what the business stands for, whom it must reach and how it can compete more effectively. Creative execution follows from that clarity.

What Is Expressly Excluded?

Enterprise Singapore distinguishes strategic development from the production and implementation of marketing materials.

Under Strategic Brand and Marketing Development, the following are currently listed as not covered:

• Production of corporate or marketing collateral
• Brochures
• Videos
• Websites
• Photography and stock images
• Copywriting
• Implementation of marketing or public relations campaigns
• Consultant retainer fees for campaign implementation
• Advertising and media buys
• Engagement of social media influencers
• Management of websites or social media platforms
• Search Engine Optimisation
• Search Engine Marketing

These activities may still be necessary to implement an approved strategy. However, they should not be assumed to qualify as supportable strategic consultancy costs under this EDG project area.

A Logo Is Not the Business Objective

A prospective client may initially tell us:

“We need a new logo.”

“We need a website.”

“We want a corporate brochure.”

These are outputs—not business objectives.

The underlying challenge may be that:

• The organisation has outgrown its original positioning
• Its customers do not understand its value proposition
• Its business units communicate inconsistently
• Its brand no longer reflects its current capabilities
• It is preparing to reach a different audience or market
• It needs a clearer structure for future growth

A properly scoped engagement therefore begins by defining the business challenge before deciding what should eventually be designed or produced.

Basic Eligibility (But Not a Guarantee of Approval)

According to Enterprise Singapore’s current eligibility requirements, the applicant must:

• Be a business entity registered and operating in Singapore
• Have at least 30% local equity held directly or indirectly by Singapore Citizens or Permanent Residents, determined by ultimate individual ownership
• Be financially ready to start and complete the project

Enterprise Singapore may use financial indicators such as the company’s current ratio when assessing financial readiness.

Meeting these basic conditions does not guarantee approval. Applications are assessed according to the project scope, intended outcomes and competency of the appointed service provider.

Does My Company Need to Be a Certain Age?

No.

Enterprise Singapore does not prescribe a minimum operating period for EDG eligibility.

However, applicants are expected to demonstrate that they are financially ready to undertake the proposed project and can provide the information required to support their application.

In practice, newer companies may find it more challenging to demonstrate financial readiness or present a sufficiently developed business case than more established businesses.

How Much Support Is Available?

Eligible local SMEs may currently receive support of up to 50% of qualifying project costs under the Enterprise Development Grant (EDG).

Different support levels may apply to specific Enterprise Singapore initiatives or qualifying project categories, such as certain sustainability-related projects.

As grant schemes, eligibility criteria and support levels may change from time to time, businesses should always refer to the latest Enterprise Singapore guidance before making financial commitments or developing project budgets.

Are There “EDG-Approved” Agencies?

No consultant’s certification or service provider appointment guarantees EDG approval.

Every application is evaluated according to the applicant’s eligibility, project scope, extent of capability development, project merits, deliverables, intended outcomes and expected impact on the company.

Businesses should therefore be cautious of anyone who:

• Claims that grant approval is guaranteed
• Focuses primarily on the maximum possible subsidy
• Suggests disguising production costs as consultancy fees
• Describes ordinary creative production as business transformation without a credible strategic scope
• Pressures the company to proceed before the requirements are understood

A credible consultant can help define and document an appropriate project. No consultant can decide whether Enterprise Singapore will approve it.

Does the Consultant Need to Be Certified?

Where a project involves management consultancy services, the individuals performing that consultancy work must possess an Enterprise Singapore-recognised management consultant certification.

Management consultancy includes activities such as:

• Gathering and analysing relevant information
• Diagnosing business or operational issues
• Designing appropriate solutions
• Recommending actions to improve company performance

Enterprise Singapore’s application checklist identifies recognised certifications such as:

• Registered Management Consultant
• Practising Management Consultant
• Singapore Certified Management Consultant

The requirement applies to the individual providing management consultancy—not merely to the firm named in the proposal.

Other project specialists who are not providing management consultancy, but are undertaking dedicated functions such as research fieldwork, design or technical implementation, may not require the same certification.

Certification is one assessment requirement. It is not an endorsement of a particular project, a guarantee of specialist expertise in every field or an assurance that an application will be approved.

When Can the Project Begin?

A proposed EDG project should be new and should not have commenced before the grant application is submitted.

Before applying, businesses should avoid:

• Instructing a consultant or service provider to begin project work
• Making payment for costs included in the application
• Signing an agreement that commits the company to the proposed project

Businesses should verify the prevailing project commencement conditions with Enterprise Singapore before making any appointment or financial commitment.

Who Submits the Application?

The applicant company submits its EDG application through the Business Grants Portal using its own Corppass access.

A consultant may help the company clarify its business challenge, develop an appropriate project scope and provide the supporting consultancy proposal.

However, the applicant remains responsible for:

• Reviewing the prevailing eligibility requirements
• Providing accurate company and financial information
• Submitting the application
• Responding to requests for clarification
• Accepting the Letter of Offer
• Complying with the grant conditions
• Completing the approved project
• Submitting the required claims and supporting evidence

JAB Design is not a grant application agency and cannot submit or secure an EDG application on a client’s behalf.

What Documents May Be Required?

Applicants should refer to the latest instructions on the Business Grants Portal.

Common supporting documents may include:

• Audited financial statements or certified management accounts for the latest financial year
• Consolidated financial statements of the ultimate parent company, where applicable
• A project proposal
• Relevant quotations for proposed project costs

For projects involving consultancy costs, supporting information may include:

• A consultancy proposal divided into clear phases
• A description of the activities undertaken in each phase
• Defined project deliverables
• A fee breakdown by project phase
• The number of consultancy man-days
• The lead management consultant’s details
• Copies of the relevant management consultant certification

Enterprise Singapore may request additional information when assessing the application.

When Can the Project Begin?

A proposed EDG project must be new and must not have commenced before the grant application is submitted.

Before submitting the application, businesses should not:

• Begin project work
• Make payment to a consultant or service provider included in the application
• Sign a contractual agreement with a third party included in the application

Although the official commencement test is based on the application date, submitting an application does not mean that grant support has been approved.

As a prudent practice, businesses should wait until they have received and accepted the Letter of Offer before commencing the proposed project.

The Letter of Offer confirms the approved project scope, qualifying period, deliverables, conditions of support and grant amount.

Starting after submission but before approval is undertaken entirely at the applicant’s own risk. If the application is unsuccessful or certain costs are not approved, the company will have to bear those costs in full.

How Are Claims Paid?

The EDG generally operates on a reimbursement basis.

The applicant is responsible for financing and completing the approved project before submitting its claim with the necessary supporting documents.

Claims may require evidence such as:

• A project report
• Evidence that the approved deliverables have been completed
• Invoices
• Bank statements or other proof of payment
• Supporting employment or appointment documents, where applicable
• An audit report, unless Enterprise Singapore grants an exemption

The approved claim amount is disbursed only after the project deliverables and qualifying expenses have been successfully verified.

Approval of the initial application does not remove the company’s responsibility to complete the agreed work and demonstrate that the approved outcomes and costs have been achieved.

Common Misconceptions

“The EDG will pay for our new logo.”

Logo and visual identity production should not be assumed to qualify under Strategic Brand and Marketing Development. The project area supports qualifying strategic work rather than the production of marketing collateral.

“The EDG will pay for our website.”

Website production is expressly listed as not covered under this project area.

“The EDG covers our brochure, video and copywriting.”

The production of brochures, videos, photography, stock images and copywriting is also listed as not covered.

“The EDG covers SEO and social media marketing.”

SEO, SEM, website or social media management, advertising, media buys and influencer engagement are excluded from Strategic Brand and Marketing Development.

“The consultant can guarantee approval.”

No. Every application is assessed independently by Enterprise Singapore.

“A certified consultant means the application will be approved.”

No. Consultant certification is only one of the applicable assessment requirements.

“The project is worthwhile only if we receive the grant.”

A business transformation project should be based on a genuine strategic need. Grant support may help the company undertake the work, but it should not be the sole reason for doing it.

“We can start first and complete the paperwork later.”

Starting work, making payments or entering into contractual commitments too early may affect eligibility. The prevailing requirements should be confirmed before the project begins.

The strongest EDG projects begin with a genuine business challenge—not a shopping list of subsidised deliverables.

Before Contacting JAB Design

To make the best use of everyone’s time, organisations considering a strategy-led engagement should be prepared to explain:

• The business problem or opportunity being addressed
• Why the project is necessary now
• What has changed within the organisation or market
• Who the intended customers and stakeholders are
• How the organisation currently differentiates itself
• What measurable outcomes it expects
• Whether it is financially prepared to complete the project
• Whether it is committed to implementing the strategy properly

We are unlikely to be the right fit where the primary objective is to:

• Obtain the maximum possible subsidy
• Secure a low-cost logo, brochure or website
• Repackage routine creative production as consultancy
• Proceed only if the Government funds the project
• Find someone who promises to “get the grant approved”

Our conversations begin with “What business problem are we solving?”—not “How much grant can we get?”

How JAB Design Supports Strategy-Led Projects

At JAB Design, branding begins with understanding the business—not with a predetermined list of creative deliverables.

Our strategic work is led by a SBACC-certified Practising Management Consultant and combines structured management consultancy with brand strategy and creative implementation.

Depending on the organisation’s needs, a strategy-led engagement may include:

• Business and brand diagnosis
• Stakeholder consultation
• Customer, market and competitor assessment
• Brand positioning
• Value proposition development
• Brand architecture
• Strategic messaging
• Marketing and communications planning
• Recommendations and implementation roadmap

Where design, content or production is subsequently required, the strategic consultancy and creative implementation phases should be clearly distinguished and scoped accordingly.

We do not structure projects merely to maximise grant funding, and we cannot guarantee or influence the outcome of an EDG application.

We help organisations define the right strategy first—because effective creative work must be built on clear business thinking.

Is This the Right Starting Point?

An organisation may be ready to explore a strategy-led project when it can answer these questions:

• What business challenge are we trying to solve?
• What evidence tells us that change is necessary?
• What should customers understand or perceive differently?
• How will the proposed project strengthen the organisation?
• What measurable business outcomes do we expect?
• What resources are we prepared to commit?
• How will we implement the recommendations after the strategic work is completed?

If these questions cannot yet be answered, the first step may be diagnosis and clarification—not the preparation of a grant application or a quotation for production work.

Not Every Business Challenge Calls for the EDG

The Enterprise Development Grant (EDG) is one of several government support schemes available to Singapore businesses. Depending on your objectives, other grants may be more appropriate.

Grant	Generally Intended For
Enterprise Development Grant (EDG)	Business transformation, capability development and strategic consultancy projects.
Productivity Solutions Grant (PSG)	Pre-approved productivity solutions such as software, equipment and digital tools adopted by businesses.
Market Readiness Assistance (MRA)	Eligible activities that support overseas market expansion, such as overseas marketing, business development and market set-up.

Each grant has different objectives, eligibility requirements and support conditions. Businesses should first identify the business outcome they wish to achieve before considering which grant, if any, is appropriate.

The right grant follows the right business objective—not the other way around.

Not sure which grant (if any) aligns with your business objectives? Begin by defining the business challenge—not the funding scheme. Once the objective is clear, it becomes much easier to determine whether the EDG, PSG, MRA or another programme is the right fit.

Official EDG Resources

Grant schemes, eligibility conditions, application requirements and support levels may change.

Businesses should refer directly to Enterprise Singapore’s current information before making any appointment or financial commitment:

• Enterprise Development Grant — Enterprise Singapore
• Enterprise Development Grant FAQs
• Business Grants Portal

Information on this page was reviewed in July 2026 and is provided as a general guide. It does not constitute grant, legal, financial or approval advice. Enterprise Singapore’s prevailing requirements and the conditions stated in an applicant’s Letter of Offer will take precedence.

Clarity First—Then Action

A successful brand transformation should not begin with the question:

“What can we get funded?”

It should begin with:

“What does our organisation need to achieve?”

Whether the project eventually receives EDG support or is funded independently, the same principle applies.

A grant should accelerate a well-conceived strategy. It should never become the strategy.

Learn more about the JAB Framework and how we help organisations move from business clarity to strategic and creative action.

If you’ve read this far, chances are you’re looking beyond subsidies and thinking about long-term business growth. That’s exactly where meaningful conversations begin.

We’d be pleased to hear from you. Email us at info@jab.sg, or connect with us via our contact form.