The Role of Designers and Social Media in Building Strong Brand Identities

Visual Communication Design II is a course that explores graphic design and its applications through branding and creating a brand identity. This course teaches that individuals working in the creative industry must not only be capable of producing work but also able to build a perspective on their creations and introduce them to a broader audience. Graphic design plays a vital role in shaping and strengthening the visual branding of a product or brand, aiming to create a new identity or reinforce an existing brand identity.

In Indonesia, there are numerous Micro, Small, and Medium Enterprises (MSMEs) that fail to
capitalize on their potential due to a lack of visual branding or inability to build a strong identity. This makes them less competitive in a crowded market. This situation is unfortunate, as many MSME owners do not realize the importance of visual branding. A strong and effective branding strategy can help MSMEs enhance their competitiveness and gain broader recognition.

It is the responsibility of designers to utilize existing potential to develop and build a brand image or identity. Social media can serve as a platform for business growth, particularly in marketing products. Social media content has proven effective in generating interest in MSMEs. On social media, specific elements are crucial to the stages of visual branding, such as logos, colors, typography, illustrations, and more. Each element should convey a meaningful message and represent the brand identity.

While designers are tasked with executing the stages of visual branding, brand or MSME owners are also expected to play an active role in building a strong brand identity. This involves providing basic training to MSME owners on the importance of visual consistency and utilizing design elements in their marketing strategies. Maintaining the consistency of a visual brand can be achieved through packaging design and digital media. Consistent packaging design reinforces brand marketing and enhances brand recognition, while digital media leverages current trends to promote the brand effectively.

References:
1. Bilillah, Rolivia Salva, “Enhancing Local MSME Branding Through Visual Communication Design,” Community Service Journal, Vol. 1, Issue 1, 2024.

View of Peningkatan Branding UMKM Lokal Melalui Desain Komunikasi Visual

2. Prasadhya, I. B. G, Pratiwi, N. E, “Re-Branding MSMEs with a Business and Visual Communication Approach in a Project-Based Learning Process (Case Study: Maestro Pempek)” Journal of Research and Community Service, Vol. 1, No. 1, February, 2024.

View of Re-Branding UMKM dengan Pendekatan Bisnis Dan Komunikasi Visual dalam Proses Pembelajaran Menggunakan Project Based Learning (Studi Kasus Maestro Pempek)