Penguatan Daya Saing UMKM FANARA FROZEN: Integrasi Legalitas Usaha dan Transformasi Identitas Visual - Endang; Endang, Endang; Astuti, Hartiningsih; Anala, Talitha Fatma Putri Fajra; Jayanti, Nofia Dwi (Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM), 2026)
UMKM frozen food seperti FANARA FROZEN di Bojonegoro menghadapi tantangan signifikan dalam dua aspek fundamental: formalisasi legalitas usaha dan optimalisasi strategi branding. Meskipun telah membangun basis konsumen loyal melalui produk dengan cita rasa khas seperti sosis solo dan risol mayo, usaha ini terkendala oleh kompleksitas prosedur pengurusan Nomor Induk Berusaha (NIB) dan minimnya pemahaman terhadap strategi komunikasi visual modern. Kondisi ini mencerminkan problematika umum yang dihadapi UMKM skala mikro yang tertinggal dalam adopsi praktik bisnis kontemporer meskipun memiliki keunggulan produk. Pengabdian ini bertujuan memberikan pendampingan intensif kepada FANARA FROZEN dalam memperoleh legalitas formal dan mengembangkan identitas merek yang kuat untuk meningkatkan daya saing di pasar frozen food yang semakin kompetitif. Melalui metode action research kualitatif, program ini melibatkan pelaku UMKM secara langsung untuk menguji efektivitas pendekatan dual transformation yang memperkuat aspek legalitas dan citra merek (branding). Tahapan kegiatan dimulai dari pelatihan regulasi, asistensi administratif NIB, hingga transformasi identitas visual melalui desain partisipatif. Keberhasilan program dipantau melalui observasi, wawancara, dan dokumentasi mendetail. Program berhasil mendampingi UMKM memperoleh NIB sebagai legitimasi formal usaha, serta menghasilkan identitas visual baru yang meningkatkan daya tarik merek dan kepercayaan konsumen, yang ditunjukkan melalui peningkatan skor pemahaman legalitas dan branding sebesar 86,4% berdasarkan hasil evaluasi pre-test dan post-test. Pemilik usaha juga mengalami peningkatan kapasitas yang terukur dalam memahami aspek legalitas dan strategi branding. Program ini memberikan dampak komprehensif yang melampaui aspek administratif dan visual, yakni transfer pengetahuan berkelanjutan yang berkontribusi pada pencapaian SDG 8 (Decent Work and Economic Growth) melalui penguatan usaha mikro, serta SDG 9 (Industry, Innovation and Infrastructure) melalui adopsi inovasi identitas visual dan digitalisasi pemasaran. Model pendampingan yang dikembangkan terbukti efektif dan memiliki potensi replikasi pada UMKM sejenis di wilayah lain. Strengthening The Competitiveness of Fanara Frozen MSMEs: Integration of Business Legality and Visual Identity Transformation Abstract Frozen food MSMEs, such as FANARA FROZEN in Bojonegoro, face significant challenges in two fundamental aspects: the formalization of business legality and the optimization of branding strategies. Despite having established a loyal customer base through signature products such as sosis solo and risol mayo, the business is hindered by the complexity of obtaining a Business Identification Number (NIB) and a lack of understanding regarding modern visual communication strategies. This condition reflects a common problem faced by micro-scale MSMEs that lag in adopting contemporary business practices despite possessing product excellence. This community service initiative aims to provide intensive assistance to FANARA FROZEN in securing formal legality and developing a robust brand identity to enhance competitiveness in the increasingly crowded frozen food market. Using a qualitative action research method, this program directly involves MSME actors to test the effectiveness of a dual transformation approach that strengthens both legal and branding aspects. The stages of the activity range from regulatory training and administrative assistance for NIB acquisition to visual identity transformation through participatory design. Program outcomes were monitored through participatory observation, in-depth interviews, and detailed documentation. The program successfully guided the MSME in obtaining the NIB as formal business legitimacy and produced a new visual identity that enhanced brand appeal and consumer trust, as evidenced by a 86,4% improvement in legality and branding comprehension scores based on pre-test and post-test evaluation results. The business owner also demonstrated measurable capacity improvements in understanding legal aspects and branding strategies. This program delivers a comprehensive impact beyond administrative and visual dimensions, namely the sustainable transfer of knowledge that contributes to the achievement of SDG 8 (Decent Work and Economic Growth) through the strengthening of micro-enterprises, and SDG 9 (Industry, Innovation and Infrastructure) through the adoption of visual identity innovation and marketing digitalization. The developed mentoring model has proven effective and holds strong potential for replication among similar MSMEs in other regions.