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Aura Tafana
Universitas Islam Negeri Sumatera Utara
Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Neuroscience Nursing Public Health

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Branding Produk Lokal: Perancangan Logo sebagai Upaya Meningkatkan Daya Tarik UMKM di Desa Gunung Tinggi Kecamatan Sirapit Aura Tafana; Fahira Rizka Olivia Mahyu; Ilfa Damayanti Andini Harahap; Purnama Ramadani Silalahi
Jurnal Pengabdian Masyarakat Kesosi Vol. 8 No. 1 (2025): Januari: Jurnal Abdimas Kesosi
Publisher : Sekolah Tinggi Ilmu Kesehatan Kesetiakawanan Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57213/abdimas.v8i1.470

Abstract

Most MSMEs in Gunung Tinggi Village, Sirapit Subdistrict face serious challenges due to the absence of a strong and consistent visual identity, including logos, packaging designs, and promotional materials, which makes their products less recognizable and less competitive in an increasingly crowded marketplace. This study aims to design effective logo concepts as a strategic branding effort to strengthen product identity, improve market positioning, and enhance the overall reputation of local MSMEs. The research employs a participatory approach through field observations, structured interviews, collaborative discussions, and direct mentoring during the creation of logos and banners tailored to each enterprise’s character and target market. The findings reveal that visual identities that are simple, relevant, memorable, and professionally designed significantly improve brand perception and customer appeal. Strengthened branding not only increases consumer trust and product differentiation but also expands marketing opportunities, supports business sustainability, and contributes meaningfully to the long-term economic empowerment of local MSME actors.
Co-Authors Fahira Rizka Olivia Mahyu Ilfa Damayanti Andini Harahap Purnama Ramadani Silalahi