For decades, the principles of brand positioning have shaped the business landscape, and their power hasn’t diminished in today’s digital world. This is especially crucial for smaller businesses, yet often overlooked. Brand marketing expert Emmanuel “Bingo” Soriano, with a distinguished career spanning Unilever and consulting for major brands, has observed a significant gap in understanding among Filipino SMEs.
Driven by this observation, Soriano launched The Branding Nerd podcast and Brand Con, a dedicated event focused on elevating branding knowledge. A recent conversation with him revealed why a strong brand position is not a luxury, but a fundamental necessity for success in the Philippines. His insights resonated deeply, drawing from parallel experiences in large corporations and, now, as a seasoned entrepreneur.
So, what exactly *is* brand positioning? Soriano defines it, echoing the words of Al Ries, as “a singular idea or concept that you own in the mind of your prospect.” It’s a deceptively simple concept, yet incredibly difficult to achieve. The ultimate goal is to become the first brand that comes to mind when a customer thinks of a specific need or solution.
Soriano’s approach is structured around a “Brand Building Framework.” This involves carefully positioning your brand, defining its unique identity, and consistently delivering on that promise across all aspects of the business – what he terms the “six P’s”: product, price, place, promotions, people, and process. Consistent execution, over time, is the key to owning that coveted space in the customer’s mind.
He points to examples of companies that have mastered this art, from global giants like Netflix and Starbucks to beloved Filipino brands like Jollibee and Cebu Pacific. The common thread? They don’t try to be everything to everyone. They focus on being exceptionally clear and attractive to a specific audience, ultimately becoming market leaders.
A core issue Soriano identifies within the Philippine market is a fundamental lack of branding knowledge. There’s a widespread misconception of what branding truly entails, a limited understanding of its holistic nature. His initiatives aim to address this, providing SMEs with the foundational knowledge they desperately need.
Brand Con brought together leading experts, including Laura Ries, Melvin Mangada, Norman Agatep, Grace Dimacali, and Paco Magsaysay, offering a unique opportunity for Filipino businesses to learn from both international and local success stories. The event underscored the wealth of knowledge available to those willing to invest in understanding their brand.
At the heart of effective brand positioning lies a deep understanding of the customer. Soriano laments that many Philippine companies haven’t clearly defined their target audience or invested in market research. He even encountered a client with 37 years of experience who had *never* conducted formal research.
However, understanding your customer doesn’t require expensive studies. Soriano emphasizes the power of simple engagement: talking to customers, asking questions, and actively seeking feedback. In today’s connected world, these interactions are more accessible than ever before. The purest form of market research is simply discovering what your customers are looking for.
Soriano explains that brand positioning is about “understanding what your customers are looking for, the most important factors… and who are the current competitors.” By mapping these elements, a clear picture emerges, revealing opportunities and clarifying the business plan. It’s about turning abstract customers into real people with defined needs.
The benefits are tangible. Companies can pioneer new segments, like Cebu Pacific did with affordable travel. They can dominate mindshare, as Jollibee has with its “Langhap Sarap” promise. Or they can successfully navigate change, mirroring Netflix’s evolution from DVD rentals to streaming dominance.
For entrepreneurs and SME owners, the question isn’t whether brand positioning is important, but whether they’re ready to elevate their approach. Soriano’s framework provides a roadmap, and the potential rewards – a clearer vision, a stronger connection with customers, and ultimately, market leadership – are within reach.
