bRAND positioning has changed the world since its inception in the 1960s and 70s. And today, in a new era of online platforms and live selling, it remains as relevant – and powerful – as it has been since its inception. Particular attention should be paid to local brands. According to Emmanuel “Bingo” Soriano, a brand marketing expert with decades of experience at Unilever and a consultant to brands such as HSBC, Purefoods and Burger King, brand positioning has been an old blind spot for many Filipino SMEs.
It is because of this difference that Mr. Soriano founded his podcast, branding idiotand founded Brand Con, where he is the founder and president. The event was held at Newport World Resorts last November, but I was able to talk to him on my podcast about why brand positioning is such an important tool for Filipino SMEs and what they have to achieve.
Like Bingo, I had a parallel experience with brand-intensive corporations when I was at Procter & Gamble. Plus, I can appreciate their message because of who I am today – an entrepreneur with my own business. Following are some of the highlights of my hour-long conversation with one of the country's top brand marketing minds.
What is brand positioning?
Before anything else, let's define what a brand is.
According to Mr. Soriano, “The definition I use actually comes from Laura's father, Al Reese [Ries, the keynote speaker of Brand Con]. Its definition is: [A brand] It is a unique idea or concept that your potential customer has in mind.”
Creating this brand – brand positioning – is easier said than done, and it impacts every aspect of your business.
He added, “It's very difficult to be able to keep that concept in mind.” “For me, that should be the aspiration of every single brand, to have a concept in the mind of their market and no one else has it.”
To achieve this goal they have created a framework, the Brand Building Framework, which they use with the brands they work with.
“You follow the outline,” he said briefly. “You establish yourself. You create your identity. You consistently execute on the six P's (Product, Price, Place, Promotion, People, Process). If you do this over time, you will own the concept.”
Throughout the interview, he discussed the many companies that have successfully established themselves in their respective markets, from worldwide giants like Netflix and Starbucks to local favorites like Jollibee and Cebu Pacific.
He added, “You don't have to be everything to everyone.” “As long as you are personable and have a clear vision of your potential customers, you will win. You will become the market leader.”
'It's all about education'
Knowledge and expertise about branding is, unfortunately, in short supply in the Philippines.
“In the Philippines,” he said, “there is a misconception about branding, or at least a limited understanding. So, I wanted to present something more holistic and deeper.”
For this purpose he founded branding idiot As well as Brand Con to educate Filipino companies about brand positioning – especially SMEs.
He added, “What I'm finding is that there's really a huge need for our companies in the Philippines to understand the basics, a fundamental understanding of what branding really is.”
Through efforts such as Brand Con, Mr. Soriano gathered many of the top experts in branding at an educational conference. Last year's Brand Con featured luminaries like marketing expert Laura Reese of TBWA New York and marketing firm Reese & Reese. On the local side, there were marketing experts like 4A's current president Melvin Mangada and Grupo Agatape co-founder Norman Agatape. Bridging the gap between marketers and entrepreneurs were Grace Dimacali, founder of Mary Grace Café, and Paco Magsaysay, founder of Carmen Best. There is a lot to learn from these branding experts and entrepreneurs.
understand your customer
At the core of what Mr. Soriano is teaching these SMEs is understanding your customer – the core principle of brand positioning.
“A common thing I've seen among Filipino companies is that they don't understand their customers,” he laments. “They haven't really clearly defined who their customer and their segment is.
“Another common thing I see is that companies don’t do market research in the Philippines,” he explained. “I have a client who has been in business for 37 years – he has never done research.”
Undoubtedly, these two observations are related to each other. But the good news is that the tools to understand your customers are at your fingertips. And they don't have to be expensive either.
From experience, I can understand how SMEs focused on everyday demands may be reluctant to spend on marketing research. But Mr Soriano encourages SMEs to simply engage and talk to customers. And this is absolutely true; It is very easy to engage customers in today's online world.
He adds, “The purest definition of market research is simply finding out what the customer is looking for. And you're always in front of the customers. You can always ask them.”
Brand positioning makes a difference
According to Mr. Soriano, “Brand positioning is really understanding what your customers are looking for, the most important factors, who the brands are in whatever segment you're in, and who the current competitors are. When you put them together, you can literally create a map.”
For Filipino SMEs, brand positioning does not have to be difficult or expensive. It can be as simple as 1-2-3. Marketing experts like Mr. Soriano have also created a framework for SMEs to follow.
“I think the biggest benefit is really understanding the framework,” he says.
The framework they have created also includes a workbook that SMEs can follow like a roadmap. And, what's more, when you create that map, opportunities arise. Your customers become real, and your business plan becomes clear.
Your company can pioneer new areas, like Seibu Pacific did by entering affordable travel. You can lead mindshare like Jollibee langhap serap. Or you can navigate your brand through changes like the NetFLiks entered the streaming era with on-demand video.
For entrepreneurs and SME owners, the difference in brand positioning is obvious. The question is, are you ready to step up your brand positioning game?
Note: We Community Developers, Inc. In my previous column featuring , I had said that “Colliers has recognized Viacom as the country's ninth largest real estate developer.” On review, I would like to clarify that Colliers does not release formal rankings or make such announcements. This note has been shared to ensure accuracy and clarity going forward.
RJ Ledesma (www.rjledesma.com) is a Hall of Fame Award winner for Best Male Host at the Aliyev Awards, a multi-awarded serial entrepreneur, motivational speaker and business mentor, podcaster, an Honorary Consul, and editor-in-chief of The Business Manual. Mr. Ledesma can be found on LinkedIn, Facebook, and Instagram. The RJ Ledesma Podcast is available on Facebook, Spotify, Google and Apple Podcasts. Are there entrepreneurs you would like Mr. Ledesma to interview? tell him ledesma.rj@gmail.com.