From Local Products to Strong Brands: Empowering MSMEs Through Digital Branding and Business Innovation

Erina  Sovania; Stefanus  Rumangkit; Baghas Budi  Wicaksono; Rakhdiny  Sustaningrum

doi:10.55338/jpkmn.v7i2.8895

Authors

Erina Sovania Bina Nusantara University
Stefanus Rumangkit Bina Nusantara University
Baghas Budi Wicaksono Bina Nusantara University
Rakhdiny Sustaningrum Atma Jaya Catholic University of Indonesia

DOI:

https://doi.org/10.55338/jpkmn.v7i2.8895

Keywords:

Digital Branding, Business Coaching, Content Marketing, Business Innovation, MSME's

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in supporting economic growth and community welfare in Indonesia; however, many MSMEs continue to face challenges in developing digital branding, content marketing, and effective social media utilization, which may limit brand awareness and competitiveness in digital markets. This community service program aimed to strengthen the digital branding capabilities and business competitiveness of CV Syabina Berkah Sejahtera through international collaborative business coaching and digital marketing mentoring. The program was conducted collaboratively by BINUS University, The Chinese University of Hong Kong, and Atma Jaya Catholic University of Indonesia, with CV Syabina Berkah Sejahtera as the partner. The activities employed observation, knowledge sharing, business coaching, mentoring, and practical implementation of digital branding and content marketing strategies. The results indicated that participants demonstrated improved understanding of branding consistency, social media optimization, visual content development, and the application of artificial intelligence for market research and business development. Participants also demonstrated greater awareness of the importance of transforming local products into distinctive and recognizable brands for digital markets. The program contributed to strengthening the partner’s digital marketing capabilities, strategic awareness, and readiness to adapt to digital market dynamics. Overall, the activity demonstrates that collaborative business coaching and practical digital marketing mentoring can support MSMEs in improving competitiveness, sustainability, and adaptability in the digital transformation era.

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