How Brand Empowers
Defining the Importance of Brand Vision
Significant brands make a mark in the world through their cutting edge innovation or wide networks around the world, but there are many brands that bring fresh air through a strong brand vision; A brand that has a strong vision carries difference to the world.
Starbucks, for instance, has a strong vision to carry "the romance of the coffee experience", making it "a third place between work and home" that people enjoyed globally nowadays. The brand vision empowers many people to enjoy their coffee at Starbucks, even work for the brand. Strong brand vision, whether the final objective is to create profitability or gain bigger audience share, could empower people in a bigger scale. It could make a difference and bring new inspiration.
One of the inspiring brands with strong brand vision that DMID has collaborated with was Torajamelo. Established by Dinny Jusuf and Nina Jusuf, this brand has one vision: to create sustainable livelihood for rural women through handwoven textile.
At first, the focus was to eradicate the level of poverty faced by rural women in Toraja and Mamasa. This poverty issue made them work overseas as household helps, which make them far from their family and even endangered their lives -as most women came home abused or dead. As the modern world evolves, the heritage of handwoven textiles started to fade.
Torajamelo has a vision to create better lives for the weavers and also to preserve and rejuvenate Indonesian handwoven textile art and culture. The textiles were transformed by Torajamelo into quality fashion goods for women and men, connects community products to the world market.
That strong vision empowers Toraja and Mamasa's women weavers, restoring their optimism of a good life for their families with the income as weavers. The brand empowers the women and even bigger scale of weavers. Now, with Torajamelo collaborates with 1.000 weavers in Adonara and Lembata in Nusa Tenggara Timur, the vision of the brand doesn't only empower the community of weavers. It proves that strong brand vision could bring better improvement of life, even restoring the pride. Torajamelo's brand vision helps to restore the pride of being weavers in Indonesia and the society's pride of wearing handwoven textiles.
Crafting a brand vision requires a strong background on why you create the brand at the first place. When you have set the brand vision in the first place, everything will go at the right places: you will find what the brand stands for, how the brand would like to be perceived and what differences your brand had with other brands. Strong brand vision equals significant brand.