<![CDATA[Purpose: This study aims to examine how halal certification functions as a branding resource in the development of brand image in a local catering micro and small enterprise (MSE) in Indonesia. Specifically, the study explores how halal certification generates consumer trust, perceived safety, positive brand associations, and differentiation, as well as how marketing communication influences the visibility of halal-related brand attributes. Design/methodology/approach: A qualitative case study was conducted at Thafana Catering, a local catering MSE in Semarang, Indonesia, which obtained halal certification in 2022. Data were collected through semi-structured interviews with five purposively selected participants, comprising the business owner, two employees, and two customers, complemented by direct observation and document analysis. Data were analyzed through data condensation, data display, and conclusion drawing and verification, with source and technique triangulation used to enhance data trustworthiness. Findings: The findings indicate that halal certification functions as a credible institutional signal that reduces consumer uncertainty and strengthens perceptions of trust, safety, cleanliness, and product reliability. Certification also provides a supporting basis for brand differentiation. However, its branding value is not automatic. Marketing communication through packaging, WhatsApp, social media, direct interaction, and word-of-mouth is necessary to make the halal signal visible and meaningful to consumers. The study identifies a visibility paradox in which certification is already possessed but its potential contribution to brand awareness remains constrained by inconsistent promotion. Research implications: The study extends the signaling perspective by explaining how institutional halal certification can be transformed into brand meaning through communication, consumer interpretation, and service experience. For local catering MSEs, halal certification should therefore be managed not merely as a regulatory requirement but as a strategic brand asset integrated with product quality, service reliability, and consistent marketing communication.]]>
