Pendampingan Dalam Memperkuat Branding Usaha Mikro Di Kelurahan Petemon, Kecamatan Sawahan, Kota Surabaya
DOI:
https://doi.org/10.55606/jpkmi.v6i1.10094Keywords:
MSMEs; Branding; Mentoring; Business Identity; MarketingAbstract
This community service activity focuses on strengthening the branding of Micro, Small, and Medium Enterprises (MSMEs) in Petemon Village, Sawahan District, Surabaya. The main problems faced by MSME actors include weak business identity, such as the absence of brand names, logos, and promotional media. This program aims to improve MSME actors’ understanding and skills in developing simple and applicable branding strategies. The methods used include participatory observation, semi-structured interviews, and mentoring activities conducted through four stages: business assessment, material delivery, branding practice, and evaluation. The results show an improvement in participants’ awareness of the importance of branding and their ability to produce tangible branding outputs, including brand names, logos, and banners that can be directly applied in their businesses. This mentoring activity contributes to enhancing MSMEs’ competitiveness and supporting sustainable business development.
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