Strengthening Local Snack MSME Branding through Community-Based Counseling for Kerupuk Klejat in Serangan Village, Bali

Abstract

Kerupuk Klejat is one of the local culinary products associated with Serangan Village, Bali. Although the product has been distributed to nearby stalls, its market communication remains highly dependent on local familiarity and word-of-mouth, making brand differentiation relatively limited. This community service article aims to describe a branding counseling program for a Kerupuk Klejat micro, small, and medium enterprise (MSME) conducted on 30 June 2026 in Serangan Village. The program used a descriptive qualitative community engagement approach involving one purposively selected MSME partner. The activity consisted of preliminary diagnosis, branding counseling, participatory discussion, and formulation of a practical branding roadmap. Data were collected through observation, informal interviews, and field notes, then analyzed using a before-after descriptive matrix focused on brand identity, packaging communication, distribution support, and promotional readiness. The findings indicate that the partner’s initial branding practice was product-centered and distribution-oriented, while the counseling process helped translate local culinary uniqueness into clearer brand positioning, product storytelling, packaging message priorities, and retailer-oriented communication. The main contribution of this program is the Kerupuk Klejat Branding Readiness Framework, which integrates local authenticity, consistent identity, packaging communication, stall-based distribution support, and simple digital promotion readiness. Because this program did not use pre-test and post-test instruments, the findings should be interpreted as qualitative empowerment outcomes rather than measurable sales effects.