Mira Meilia Marka, Mia Ajeng Alifiana, Akh Sohibi

Pengembangan Strategi Branding pada UMKM Kue Kering di Kabupaten Kudus

Introduction

Pengembangan strategi branding pada umkm kue kering di kabupaten kudus. Kembangkan strategi branding UMKM kue kering di Kudus melalui sosialisasi, pendampingan, & pemasaran online. Tingkatkan daya saing dengan identitas merek kuat & promosi digital.

Abstract

Sosialisasi dan pendampingan branding berperan penting dalam membantu UMKM memberikan identitas produk yang dihasilkan, sehingga dapat meningkatkan daya saing. Mitra PKM yang akan dikembangkan strategi brandingnya adalah pelaku usaha kue kering milik Ibu Tati di Kudus, Usahanya hanya mengandalkan pemasaran melalui word of mouth dan belum memiliki merek usaha.. Oleh karena itu perlu dilakukan sosialisasi dan pendampingan atasnya. Sosialisasi branding dapat meningkatkan literasi dan pengetahuan mitra tentang pentingnya membangun identitas merek yang kuat. Selain itu, pelatihan pemasaran online melalui pemanfaatan media sosial, khususnya Instagram, memberikan wawasan baru kepada UMKM tentang strategi promosi digital. Indikator keberhasilan kegiatan ini terlihat dari kemampuan mitra menggunakan akun Instagram secara efektif untuk memperkenalkan dan memasarkan produknya. Dengan bertambahnya wawasan terkait branding dan teknologi promosi online, diharapkan UMKM dapat meningkatkan keunggulan kompetitif mereka di pasar yang semakin kompetitif.

Review

This manuscript outlines a pertinent project focused on enhancing the branding capabilities of Micro, Small, and Medium Enterprises (MSMEs), specifically a dry cake business in Kudus, Indonesia. The abstract effectively highlights the critical need for branding strategy development, particularly for businesses currently relying solely on word-of-mouth marketing and lacking a distinct brand identity. The proposed intervention, involving branding socialization, direct assistance, and online marketing training via Instagram, is highly relevant and addresses a significant challenge faced by many traditional MSMEs in the digital age. The project's clear objective to improve competitiveness through strengthened brand identity and digital promotion is commendable and directly aligns with practical economic development goals for local businesses. The project's strength lies in its practical, hands-on approach. The emphasis on increasing branding literacy and providing tangible skills in online marketing, particularly through a widely accessible platform like Instagram, demonstrates a direct pathway to empowering the target MSME. The clear indicator of success—the partner's ability to effectively use Instagram for product promotion—provides a direct and measurable outcome for the intervention. This focused strategy promises to deliver immediate and valuable benefits, equipping the MSME with modern tools and knowledge necessary to navigate and thrive in a more competitive market environment, moving beyond traditional marketing constraints. While the abstract presents a compelling case for the project's utility, a full paper would benefit from elaborating on several key aspects. Firstly, it would be valuable to detail the *specific* branding strategy developed for Ibu Tati's business, beyond simply "providing identity." What elements (logo, tagline, brand story, visual identity) were created and how were they aligned with the product's value proposition? Secondly, while Instagram usage is a good start, future reporting could explore more robust metrics for "effective use" and "increased competitiveness," such as engagement rates, follower growth, website traffic, or, ideally, direct sales impact post-intervention. Lastly, outlining the theoretical framework guiding the branding and digital marketing strategies, along with a plan for sustaining these efforts beyond the project's duration, would further strengthen the academic contribution and long-term impact of this otherwise highly relevant and practical initiative.

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