Jakarta, May 29, 2025 — MSMEs are not just about selling; they are about building meaning. In the fast-paced flow of promotions and rapidly changing digital trends, only those with a strong identity will survive. This is why branding matters more than mere promotion.

Branding is not about how many times we appear on consumers’ screens, it’s about how we are remembered, felt, and recommended. Two MSME stories, The Hallway Space from Bandung and Photoplace Indonesia from Bogor, prove that a strong brand identity is the key capital to grow, expand, and create meaningful experiences.

The Hallway Space: Turning Traditional Markets into Lifestyle Destinations

The Hallway Space began with a simple idea: what if empty spaces in traditional markets could become homes for local brands? Rilly Robi, owner of House of Local Footwear and Co-Founder of The Hallway Space, answered this challenge by transforming the second floor of Pasar Kosambi, Bandung, into a hub for creative MSMEs.

From the start, The Hallway didn’t just sell space, it built stories. Through its “Hang Out at the Market” branding, the place became more than a location; it became an experience. Exhibitions, film screenings, and discussions, all curated with the spirit of the market as a living space.

“In the past, people came to the market to buy essentials. Now, they come to hang out, have coffee, take photos, and enjoy the vibe. For us, that’s branding success, not just transforming a space, but changing perspectives,” said Rilly Robi, Co-Founder of The Hallway Space.

Photoplace Indonesia: Selling Experiences, Not Just Photos

Starting from a small corner of a coffee shop in Bogor called Et Al Coffee, a simple photobox for visitors’ entertainment has now evolved into a full-fledged business: Photoplace Indonesia.

The name may be simple, but it carries a strong branding philosophy: to offer an authentic photo-taking experience in a “photo place.” Amid the growing number of photobox competitors, Photoplace Indonesia stands out not because of price, but because of its attention to detail, from photobox design, themed backdrops, to lighting and photo results that meet customer expectations.

“For us, a photobox isn’t just a spot to take pictures, it’s a small space for memories. From the ambiance to the final photo, everything is designed so people feel they’ve had an experience, not just a digital file,” said Isni Suci Nuranisa, Marketing Manager of Photoplace Indonesia.

Today, Photoplace Indonesia has 43 outlets across Java and Bali, from coffee shops to malls, and is even booked for weddings and major brand events. All of this growth stems not from aggressive promotion, but from consistent branding, selling experiences, not products.

Branding Is a Strategy, Not an Accessory

These two stories clearly show that branding is not about having an aesthetically pleasing logo or matching social media feeds. Branding is a strategic foundation. Without understanding who the target market is, what product is being sold, and what value is being offered, promotion will only create a fleeting impression.

Isni Suci Nuranisa, Marketing Manager of Photoplace Indonesia, emphasized the importance of market research: “If we know who our target market is, all subsequent steps become clearer, from product design and pricing to communication methods.”

Similarly, The Hallway Space consistently conveys its “hang out at the market” identity through all its offline and online activities, making branding a tool to influence consumer behavior.

“Many people think branding is about visuals. In reality, branding is strategy, it’s how we shape perceptions, build connections, and create loyalty, not just attract temporary attention,” explained Rilly Robi, Co-Founder of The Hallway Space.

Indonesian MSMEs Ready to Level Up Through Branding

Today’s consumers don’t just buy products, they buy stories. They don’t just seek price, they seek meaning. Branding is how MSMEs build emotional connections with their market.

To support this transformation, the Coordinating Ministry for Community Empowerment (Kemenko PM) will hold the Perintis Berdaya program, a training initiative for Micro, Small, and Medium Enterprises (MSMEs), creative workers, and cooperatives, taking place in Bandung from June 18–20, 2025. One of the main modules of the program focuses on branding training, ensuring that business owners not only excel in promotion but also develop strong, distinctive identities. Because in a world full of distractions, the most memorable is not the cheapest, but the most meaningful.

Complete information about the training schedule, module content, implementation details, and registration can be accessed through the official Instagram account @perintisberdaya.id and the website www.perintisberdaya.id.

A small step today can become a big leap for your business. Register now for the Perintis Berdaya program!