Dr. Wendy Lee


Our Founder

For the past 15 years, Dr. Wendy Lee, an appointed Adjunct Professor and the founder of Chapter One Asia, an award winning BrandImage™ Consultancy Firm, has trained more than 250,000 corporate executives worldwide, helping them define and refine their brand and image through their appearance, behavior and communication.

She is one of Asia’s most inspiring speakers and is also the Director of the World’s First BrandImage™ International Institute that is recognized by the Malaysian Department of Skills Development (JPK), Open University Malaysia (OUM) and the United Kingdom (UK) as an accredited centre.

Her clients range from Fortune 500 companies to Government Linked Companies (GLCs), Multinational Companies (MNCs) and Small and Medium Enterprises (SMEs). Wendy is one of the rare few that is accredited Advanced Diploma in Image Consultancy by JPK (Jabatan Pembangunan Kemahiran). She was also instated as the first and only BrandImage Consultant for the state of Sichuan, China.

In 2003, Wendy decided to leave her cushy job as the country manager for Serono, the third largest biotech company in the world and dove head-first into the image consulting industry. She founded Chapter One Asia which gathered momentum and trust, culminating in the firm being awarded as SME’s Top 100 Fast Moving Companies in 2010. Soon after, she realized that branding and image are inseparable and thus founded the branding specific arm, BrandImage Consultancy, whilst coining the term BrandImage.

Prior to her transition into the image consultancy industry, Wendy was instrumental in developing and promoting the pharmaceutical markets for Malaysia, Singapore, Thailand and The Philippines. Her accumulated know-how in business development; marketing and customer relations resulted in her clinching the prestigious Salesperson of the Year Award, marking her stamp as one of the top 10 marketing persons worldwide.

Wanting to attract likeminded individuals, Wendy then founded the Malaysian Association of Brand and Image Consultants (MABIC) in 2010 where she was unanimously given the honour and trust of being voted in as the President.

Wendy and Chapter One Asia had many partnerships with various institutions over the years including, but not limited to, Open University Malaysia, HELP University, SCHRLM and Usahanita. Noting the importance of personal branding for self-improvement and career advancement, her Personal Branding programme was also made into an elective for all undergraduates in Nilai University.

As the image consulting industry grew, Wendy noticed there was a gap between the supply and demand for image consultants. Hence, she founded BrandImage International institute with the aim of training capable BrandImage Consultants and to date, she has trained over 150 of them. Together with BrandImage College, they are both certified by the Department of Skills Development, Malaysia and by The Office of Qualifications and Examinations Regulation (Ofqual), United Kingdom.

A woman of many hats, she is also a fashion and style critique. Wendy was previously appointed as the national media giant, Media Prima Berhad’s (TV3, NTV7, 8TV, TV9) image consultant and was also invited to be a panel judge for various beauty pageants such as The Miss Astro Chinese International Pageant 2006 & 2007, The Mrs Asia International Pageant 2016, The Miss Chinese Cosmos Pageant 2016 and the Mrs Malaysia Universe Pageant 2017 whilst garnering considerable media recognition for her expertise in the image field with TV and Radio appearances, namely in: Astro, 8TV, RTM, TV3, NTV7, RedFM, Capital FM and BFM, and has also been featured in The New Straits Times, The Star, Sin Chew Jit Poh and various magazines such as Her World, Feminine, In Trend, Cittabella, and Cleo.

Wendy had won countless awards as well. Amongst them were the prestigious Asian Image Consultant of the Year by The Australian Image Company, the Golden Phoenix Women Entrepreneur Award, the Sin Chew Award for Outstanding Educational Institution – Professional Training Centre and the recent MIA 70 Rising Personalities on LinkedIn Malaysia.

She has also participated in and elected to many positions in varied associations such as:
• Vice President of International Public Relations – One Blet One Road Southeast Asian NGOs Alliance
• Vice President – Virtual Speakers International
• Associate Editor – Association of Image Consultants International
• Member – Global Trainers Federation
• Member – International Association of Facilitators
• Member – The Federation of Image Consultants (TFIC)
• Member – The Association of Colourflair Consultants (MACC).

As a prolific writer, Wendy has contributed more than 150 articles on Image, Brand and Etiquette to newspapers and magazines such as the Star, New Strait Times and Malaysia SME’s Pillars whilst successfully launching her Up Your Value! – a bestselling book aimed at helping men and women increase their worth in various areas. She is also well-known for her “Be Atas” Youtube series which is very popular with both her corporate and personal clients.

Every single individual who has met Wendy in person would remember her smile, warmth, professionalism, and breadth of knowledge. As she would always say, “With substance, there must always be style” and this mantra is reflected in every aspect of her wonderful persona and energy that she gives off during trainings, be it virtual or physical.