Penguatan branding berbasis kearifan lokal untuk meningkatkan daya saing UMKM Teh Kampung Nuansa Gembira di Desa Deles, Batang Jawa Tengah
Abstract
Abstrak
Kegiatan pengabdian ini dilaksanakan di Desa Deles, Kecamatan Bawang, Kabupaten Batang, Jawa Tengah. Mitra adalah Teh Kampung Nuansa Gembira. Kegiatan ini berfokus pada penguatan branding dan storytelling di media sosial, terutama di Facebook. Selama ini belum ada branding yang kuat sehingga produk Teh Kampung Nuansa Gembira belum terlalu dikenal terutama di Jawa Tengah. Produk Teh Kampung ini diolah dari bahan alami dan mempresentasikan kekhasan desa, namun hingga saat ini masih menghadapi keterbatasan dalam hal identitas merek, desain logo, dan kemasan produk. Akibatnya, potensi produk belum sepenuhnya memberikan nilai tambah ekonomi bagi pelaku usaha. Solusi yang ditawarkan 1). Workshop dan sosialisasi terkait dengan penguatan branding dan penerapan storytelling , 2). Pendampingan praktis yang meliputi pembuatan logo Nuansa Gembira, implikasi logo dalam kemasan Teh Kampung Nuansa Gembira dan implikasi storytelling di Facebook. Hasil kegiatan pengabdian semua berjalan dengan lancar dan pihak Teh Kampung Nuansa Gembira mempunya logo dan kemasan yang bisa memperkuat brandingnya.
Kata kunci: penguatan; branding; logo; kemasan; facebook
Abstract
This community service activity was carried out in Deles Village, Bawang District, Batang Regency, Central Java. The partner is Nuansa Gembira village tea. This activity focuses on strengthening branding and storytelling on social media, especially on Facebook. So far, there has been no strong branding so that Nuansa Gembira Village tea products are not yet well known, especially in Central Java. This Village Tea product is processed from natural ingredients and represents the uniqueness of the village, but until now it still faces limitations in terms of brand identity, logo design, and product packaging. As a result, the product's potential has not fully provided economic added value for business actors. The solutions offered are 1). Workshops and socialization related to strengthening branding and the application of storytelling, 2). Practical assistance including the creation of the Nuansa Gembira logo, the implications of the logo on the Nuansa Gembira Village Tea packaging and the implications of storytelling on Facebook. The results of the community service activities all ran smoothly and Nuansa Gembira Village Tea has a logo and packaging that can strengthen its branding.
Keywords: strengthening; branding; logo; packaging; facebook
Keywords
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DOI: https://doi.org/10.31764/jpmb.v10i4.40775
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