Maximizing the Role of Design in Building a Brand Identity in SMEs through Digital Platform
DOI:
https://doi.org/10.21009/ISC-BEAM.013.32Keywords:
brand design, brand identity, SMEs, digitalAbstract
Abstract
In the increasingly competitive era of digital business, Small and Medium Enterprises (SMEs) face significant challenges in building strong brand identities, especially on digital platforms where competition is fierce and consumer expectations are constantly evolving. While brand design serves as a critical tool for differentiation and consumer attraction, many SMEs underestimate its strategic importance, particularly in leveraging social media for effective product promotion and audience engagement. This research highlights the urgent need for SMEs to optimize their brand design strategies to address these gaps, emphasizing that a strong visual identity is not merely aesthetic but pivotal in driving competitive advantage. This study aims to explore the optimization of brand design as a strategic approach to enhance brand awareness and consumer engagement in digital promotions. Using a qualitative approach, the research incorporates purposive sampling of SMEs based on criteria such as business age, product type, and digital platform utilization. Data collection methods include direct observations, in-depth interviews with business owners, and literature reviews on social media branding theories. The findings reveal that consistent, responsive, and user-oriented brand design is critical for establishing a robust brand identity. Furthermore, distinctive visual elements paired with compelling storytelling significantly enhance brand awareness and cultivate long-term customer loyalty. The study underscores that SMEs embracing strategic brand design are better positioned to compete in dynamic digital markets, offering practical insights for sustainable business growth.
Keywords: brand design, brand identity, SMEs, digital
References
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