Strengthening Local Product Branding through BUMDes Assistance: Developing the Business Identity and Promotional Media of Tahu Tempe and Toge AA in Salam Harjo Village, North Bengkulu

Abstract

Abstract: Limited business identity and promotional media represent key constraints that can reduce the visibility and recognition of local products among consumers. This issue is also faced by the Tahu Tempe and Toge AA enterprise in Salam Harjo Village, North Bengkulu Regency, which lacks adequate business identity and promotional media to effectively communicate its products and business location to potential consumers. This community engagement program aimed to strengthen local product branding through BUMDes assistance in developing the business identity and promotional media of Tahu Tempe and Toge AA. The program employed a participatory approach involving BUMDes and the business owner through several stages: identifying the partner’s existing conditions and needs, formulating the business identity concept, designing promotional media, validating the design with the partner, and implementing and evaluating the assistance program. The results showed the establishment of a clearer business identity and the development of promotional media in the form of a banner displaying the business name, product types, and supporting information to facilitate consumer recognition. The assistance process also encouraged the active involvement of BUMDes and the business owner in determining informational and visual elements appropriate to the characteristics of the local products. These findings indicate that needs-based assistance can serve as an initial strategy for strengthening the identity and visibility of local enterprises. Sustaining these outcomes requires a more integrated promotional strategy through the use of digital media, consistent visual identity, and a stronger role for BUMDes in supporting the marketing of community-based enterprises..