Penguatan Branding UMKM Melalui Pendekatan Berbasis Kebutuhan di RW 08 dan RW 09 Kelurahan Bambukuning

Abstract

Developing MSMEs requires strengthening brand identity and promotional capabilities to support business recognition and marketing. This community service initiative aims to strengthen branding for Micro, Small, and Medium Enterprises (MSMEs) in the RW 08 and RW 09 areas of Bambu Kuning Urban Village, Pekanbaru, using a needs-based approach. The project employed a descriptive qualitative method comprising MSME data collection, needs identification, branding interventions, and capacity building. Eight MSMEs were selected for intervention based on their business characteristics and branding needs. The results revealed diverse branding needs among the target MSMEs, necessitating interventions tailored to each enterprise's specific circumstances. Interventions included logo creation, the provision of promotional banners, the installation of directional signage, and seminars on branding and digital marketing. These activities successfully strengthened brand identity, promotional materials, and MSME capacity. The findings indicate that a needs-based approach can facilitate the delivery of branding interventions that are relevant to the specific conditions of MSMEs.