Optimalisasi Branding melalui Desain Logo dan Packaging sebagai Strategi Pemasaran UMKM dalam Program KKN Berdampak
Keywords:
Branding; Desain Logo; Packaging; UMKM; KKN Berdampak; Strategi PemasaranAbstract
The Impactful Community Service Program (KKN Berdampak) Batch IV of Institut Turatea Indonesia (INTI) in 2026 carries the theme of Micro, Small, and Medium Enterprises (UMKM) empowerment for strengthening the local economy in Empoang Village, Binamu District, Jeneponto Regency. This community service activity aims to optimize branding for UMKM actors through assistance in logo design and product packaging as an effective marketing strategy. The implementation method employs a participatory approach consisting of preparation and problem identification stages, socialization and education on the importance of branding, technical assistance in logo and product packaging design, as well as monitoring and evaluation. The results show that the assistance program successfully increased the awareness and understanding of UMKM actors regarding the role of branding in enhancing product competitiveness. Business actors who previously had no visual identity now have business logos that reflect the characteristics of their products. In addition, the improvement of product packaging from previously simple to more attractive and informative has successfully enhanced the product image in the eyes of consumers. This activity proves that optimizing branding through professional logo design and packaging can be an effective marketing strategy for UMKM. This program is recommended to be continued with more comprehensive assistance, including digital marketing and strengthening market access for fostered UMKM products
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