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

Hussein Al Muhtadeebillah (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Siti Aisyah (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Dwi Suci Angraini (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Joddy Setiawan (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Fatya Mutmainnah (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Sakinnah Mutia Kanna (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Latipah Hannum (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Ichsan Satya Anugrah (Department of Business Administration, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru)
Zahy Ilhammajid (Department of Sociology, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru, Indonesia.)
Ferdy Nover Nandes (Department of Sociology, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru, Indonesia.)
Nadya Putri Fachroni (Department of Government, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru, Indonesia.)
Nurul Husnah (Department of Government, Faculty of Social and Political Sciences, Universitas Riau, Pekanbaru, Indonesia.)

Indonesia Berdampak: Jurnal Pengabdian Kepada Masyarakat
Vol. 2 No. 2 (2026): JULI-DESEMBER

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.