About Singula
Hi, I’m Di.
I help good businesses get remembered.
I’ve been a brand strategist at Hua&Hua, built a product from zero at Chi Forest, and run brand for a national food company. Now I’m in Melbourne, bringing those big-brand methods to Australian small and medium businesses.
Brands Di has worked for or with
A note from Di
I’ve seen too many businesses like this: a committed owner, a solid product, happy customers, and still not enough new ones. They assume the problem is the advertising budget, so they spend more and get more noise.
The problem is usually not the budget. It’s in the customer’s mind.
Most buying decisions are made in the subconscious, and the subconscious only keeps what is simple, familiar and repeated. At Hua&Hua I saw a good symbol double a store’s sales on the right day. At Chi Forest I saw one believable reason let a new product beat established brands. If your brand says ten things, customers remember none of them.
I started Singula to bring the positioning methods big brands rely on to Australian small and medium businesses: find the one word, put it everywhere, and stay with it.
Di TangFounder · Singula · Melbourne
Experience
What the big brands taught,
brought to Australian SMEs.
Singula Founder · Melbourne
Positioning for the subconscious, for Australian small and medium businesses.
Leasun Food Brand Director · Shanghai
Cut the range from 168 SKUs to 98, with profit up 237%. Key-product conversion up 87.5% after a brand refresh.
Hua&Hua Senior Brand Strategy Manager · Shanghai
Worked on MIXUE across 11 countries and MLILY, a listed company: brand strategy, super-symbol rollout and marketing calendars.
Chi Forest Product Manager · Beijing
Took Chi Forest’s first mineral water, Youkuang, from zero to over RMB 70 million in 2022 sales and three international awards.
What you get
Three disciplines,
in one person.
Positioning and super symbols
The Hua&Hua method: find a symbol customers already know and make it yours. The same method behind MIXUE and MLILY.
Product and packaging
Built a product from zero at Chi Forest, so packaging is designed for the one second it gets on the shelf. Also knows when to cut, as with 168 SKUs down to 98.
AI-accelerated delivery
AI is built into research, copy, design and video. In a previous role, this cut a 30-day marketing task to two days.
How we work
Small,
on purpose.
Singula takes on a few clients each quarter. Di leads every engagement personally, and brings in specialist partners for design, film, development and media as each project needs.
- You talk to the founderNo account managers in between. Di runs every strategy session.
- English or MandarinMeetings, documents and brand materials in either language.
- Measured, not guessedEach quarter we check whether customers can name what you stand for in one word.
- Straight answersIf we’re not the right fit, you’ll hear it on the first call.
From the Latin singulus: one, single, alone.
The name is the method.
Customers’ subconscious keeps one place and one word for you. That’s why we’re called Singula, and why the dot on the i is orange: it is the single place you are trying to own.
Our mark is an iceberg. The small tip above the water is the reason customers can put into words. The large orange mass below is the subconscious, where the decision is really made.
What we believe
Four beliefs.
Truth
We only amplify strengths that are real.
Focus
One word beats ten selling points.
Patience
Memory takes time, so we plan in years, not campaigns.
Candour
If we’re not the right fit, we’ll say so.
Melbourne-based, Australia-wide
We work in
English and Mandarin.
We help local brands win Chinese-speaking customers, students and visitors, and help Chinese-Australian founders reach the mainstream market.
Let’s find
your word.
Thirty minutes, free, directly with Di.