Strategi Penguatan Branding Produk Lokal UMKM Desa Tawangsari melalui Sertifikasi, Perizinan, dan Desain Logo

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a vital role in driving the village economy, yet they often face challenges related to business legality, halal certification, and product visual identity. In Tawangsari Village, Trowulan District, Mojokerto Regency, most business actors lack a Business Identification Number (NIB), have not applied for halal certification, and use simple product logos, limiting the competitiveness of local products. This community service activity aims to strengthen MSME branding through an integrated approach combining business legality, halal certification, and visual identity design, distinguishing it from programs that typically address only one aspect. The activities included needs assessment, education, facilitation of NIB registration and halal certification, and a logo design workshop, with program evaluation conducted through focused group discussions. Among 32 participants, 20 primary MSME partners were prioritized. Results showed significant improvements: MSMEs with NIB increased from 3 to 15, halal certification applications rose from 2 to 10, and adoption of new logos increased from 5 to 10 MSMEs. Participants also reported improved understanding of the importance of legality and branding. In conclusion, a participatory approach that integrates all three aspects effectively enhances the competitiveness of MSMEs in Tawangsari Village. For sustainability, it is recommended to provide continued support on digital marketing, regulatory updates, and consistent use of visual identity to ensure long-term impact and replicability in other villages.