Abstract
The increasing competition in the Micro, Small, and Medium Enterprises (MSMEs) sector, particularly in the culinary field, necessitates effective branding strategies to enhance marketability. Despite the potential of rebranding to improve visibility and customer engagement, many MSMEs lack the skills to create compelling logos and packaging that reflect their brand identity. This study addresses this knowledge gap by implementing a training program in Kenongo Village focusing on rebranding using Canva and product photography. The primary aim of this training was to enhance the design capabilities of 16 MSME participants, particularly those without existing logos or employing simplistic packaging. Post-training assessments indicated a significant improvement in participants' understanding of rebranding concepts and their proficiency in utilizing the Canva application, resulting in logos and packaging that added value to their products and improved their market image. This training introduced participants to digital design tools, fostering a stronger visual identity for their businesses. While some participants experienced technical challenges due to varying levels of digital literacy, the training effectively motivated them to prioritize the development of their brand identity, suggesting that similar initiatives could be beneficial for other MSME groups seeking to enhance their competitiveness in the market. Highlights: Training Impact: Significant improvement in design skills and understanding of branding concepts among participants. Digital Literacy: Varying levels of digital skills presented challenges, highlighting the need for tailored training approaches. Market Competitiveness: Enhanced visual identity can lead to improved product image and broader market reach for MSMEs. Keywords: rebranding, MSMEs, Canva, product photography, culinary sector
Published Version
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