Brand Building for MSMEs in the Philippines with PHILSTAR

In a packed auditorium at the Globe Tower this January 2025, more than 100 participants—ranging from university students to seasoned marketing professionals and business owners—gathered for the highly anticipated "Spark Up and Scale Up" event. Sponsored by Philippine Star and Globe myBusiness, the event delivered valuable insights on brand building strategies specifically tailored for Micro, Small, and Medium Enterprises (MSMEs).

The highlight of the afternoon was an in-depth presentation by Jay Bernabe, founder and CEO of Mindfuse, a brand and marketing agency that has gained recognition for helping businesses of all sizes develop distinctive brand identities. Bernabe, with over 15 years of experience in brand strategy and marketing communications, has built a reputation for translating complex branding concepts into practical applications for Filipino enterprises.

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Practical Branding

As the featured speaker, Bernabe's discussion centered on practical approaches to brand building that don't require massive corporate budgets but can deliver significant market impact. "Crafting a great brand promise will get you buyers, but deliver on that promise and you will have loyal customers," was a key takeaway that resonated with the audience.

The presentation drew from powerful case studies including Red Bull, whose marketing strategies have transcended the energy drink category to create a global lifestyle brand. By analyzing Red Bull's innovative initiatives—from extreme sports sponsorships to content production—attendees gained insights into how strategic brand positioning can create customer communities rather than just transactions.

"What makes Red Bull remarkable isn't their budget," explained Bernabe during the presentation. "It's their unwavering commitment to a consistent brand message across every touchpoint. Even small businesses can apply this principle without breaking the bank."

Disney served as another powerful example of brand consistency and storytelling excellence. The discussion highlighted how Disney's approach to creating immersive experiences has built multi-generational loyalty that MSMEs can adapt to their own scale and context.

Bernabe broke down Disney's storytelling framework into implementable components that businesses of any size could utilize: establishing an emotional connection, creating a consistent narrative across touchpoints, and ensuring every customer interaction reinforces the brand promise.

Throughout the session, emphasis was placed on customer-centric storytelling: "Always tell a story based on how your products or services can address the challenges of your consumers," Bernabe advised. This principle was demonstrated through examples of successful local businesses that have applied these strategies despite limited resources.

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From Theory to Practice

What distinguished Bernabe's presentation was his focus on practical implementation. Rather than simply sharing inspirational brand stories, he provided attendees with tactical worksheets and decision frameworks they could immediately apply to their own businesses.

"Many branding talks leave you feeling inspired but unsure what to do next," commented by a small business owner in attendance. "Sir Jay's approach gave us concrete steps we could implement immediately, even with our limited marketing team."

The interactive session included exercises where participants could begin mapping their target market and audience profile. 

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Building Local Brands with Global Standards

One recurring theme throughout Bernabe's presentation was the importance of Filipino businesses developing professional branding that can compete with international players. He shared examples from Mindfuse's client portfolio, showcasing local businesses that had successfully carved out distinctive market positions through strategic brand development.

As the Philippine small business landscape becomes increasingly competitive, events like "Spark Up and Scale Up" provide crucial knowledge sharing that helps local entrepreneurs compete more effectively through strategic brand building rather than price competition alone.

The organizers have announced plans to continue the series with specialized workshops featuring other industry experts, focusing on digital implementation of these branding strategies in the coming months.

Based on the overwhelmingly positive feedback from participants, Globe myBusiness and Philippine Star are exploring ways to make this valuable content accessible to entrepreneurs throughout the Philippines through digital platforms and regional workshops.

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