Strengthening the Brand Identity of MSME Products Through Socialization Activities in Wates Village

Micro, small, and medium enterprises (MSMEs) play an important role in supporting local economic development, particularly in rural areas. However, many MSME actors still face limitations in building strong product identities, especially in terms of branding, packaging, and brand communication. These limitations often cause their products to have low competitiveness in broader markets. This community service activity aims to strengthen the brand identity of MSME products through a socialization program conducted in Wates Village. The objective of this activity is to increase the knowledge and awareness of MSME actors regarding the importance of branding as a strategy to improve product value and market competitiveness. The method used in this program was a participatory socialization approach, which included presentations, discussions, and practical guidance on branding elements such as brand name selection, logo design, packaging improvement, and product differentiation. The activity involved local MSME actors who produce various local products. The results of the activity show that participants demonstrated increased understanding of the importance of brand identity and its role in enhancing product attractiveness and consumer trust. Participants were also able to identify potential improvements in their product branding, including packaging design and brand positioning. The socialization program contributed to increasing the readiness of MSME actors to develop stronger product identities in order to compete in the wider market. In conclusion, strengthening MSME brand identity through socialization activities can be an effective strategy to enhance the competitiveness and sustainability of local MSME products in Wates Village.