Designing TikTok Content to Improve Brand Identity and Brand Awareness: (A Case Study of GNK Store Singosari)

Haries Aprillian (Institut Teknologi Nasional Malang)
Sujianto Sujianto (Institut Teknologi Nasional Malang)
Nur Adilla (Institut Teknologi Nasional Malang)

Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Vol. 6 No. 3 (2026): November : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

Purpose: This study aims to design and implement TikTok-based social media content and a new visual identity to strengthen brand identity and increase brand awareness of GnK Store Singosari. The research focuses on developing effective digital branding strategies through structured content planning and rebranding processes. Research Methodology: This research was conducted at GnK Store Singosari using a qualitative approach with the Research and Development (R&D) method through the ADDIE model, consisting of Analysis, Design, Development, Implementation, and Evaluation stages. Data were collected through field observations, in-depth interviews with the business owner, documentation, and literature review. The developed products included a new logo design and TikTok content plans such as before-after content, educational content, and behind-the-scenes videos. Results: The results show that the implementation of rebranding and TikTok content strategies successfully strengthened the visual identity and increased brand awareness of GnK Store Singosari. Engagement metrics such as views, likes, shares, and comments demonstrated significant improvement, particularly in video-based behind-the-scenes content, which achieved the highest audience reach and interaction. Conclusions: The study concludes that a structured digital branding approach through rebranding and TikTok content planning effectively enhances brand identity and brand awareness for small and medium enterprises. The ADDIE model proved to be an effective framework for developing and implementing digital content strategies in social media marketing. Limitations: This study was limited to one small business and a short implementation period, which may restrict the observation of long-term impacts on brand awareness and customer behavior. Contribution: This research contributes to the field of digital branding and social media marketing by providing a practical, step-by-step guide for SMEs in implementing TikTok content and visual rebranding strategies. The findings can serve as a reference for small businesses in developing effective digital promotion strategies.