Branding MSMEs Through Language and Digital Technology: Efforts to Improve Welfare in Blacanan Village, Pekalongan

Program Facilitator: Fajrul Falah, S.Hum., M.Hum. (fajrulfalah.fib@live.undip.ac.id) 

Blacanan Village, located on the northern coast of Central Java, is one of the regions receiving special attention in the development of micro, small, and medium enterprises (MSMEs). Through the Thematic Community Service Program (KKN) of Diponegoro University (Undip), students and academics collaborate to build MSME branding through language and digital technology.

Background: Why Blacanan Village?

In line with Undip’s Strategic Plan (Renstra) and Master Research Plan (RIP), research and community service efforts focus on the sustainable development of coastal areas. As part of Central Java’s northern coastline, Blacanan Village holds great economic potential, though it has yet to be fully optimized.

Recognizing this, the KKN team conducted surveys and identified key challenges faced by local MSMEs. One of the main obstacles is the lack of strong branding, which results in limited recognition of local products. Based on these findings, the Undip KKN team devised a branding strategy based on language and digital technology to enhance competitiveness and improve community welfare.

MSME Potential in Blacanan Village

Pekalongan is widely recognized for its batik and garment industry. However, not many people know that Blacanan Village also produces other outstanding local products, such as Chinos Pants and DNA Crabs.

• Chinos Pants – The flagship product of Nafri Fashion, one of Blacanan’s garment MSMEs. These pants are unique in design and material quality.
• DNA Crabs – A seafood-based product native to Blacanan, developed not only for consumption but also carrying deep cultural significance.

The goal of this program is to create stronger branding for these products. By utilizing persuasive language and digital marketing strategies, MSME products are expected to gain wider recognition and increase their competitiveness in both national and international markets.

Branding Strategy: The Role of Language and Digital Technology

Branding is not just about logos or product packaging; it also involves how language is used to attract consumers. Words like “discount,” “affordable,” “premium,” and “high quality” play a crucial role in shaping a product’s image.

In this program, the KKN team assisted MSME owners through several key strategies:

1. Creating Promotional Content – Flyers, posters, and advertisement videos featuring more engaging language.
2. Developing Visual Identity – Designing logos, selecting color schemes, and improving product packaging aesthetics.
3. Digitalizing Marketing Efforts – Promoting MSME products through Google Maps, online marketplaces, and social media platforms.
4. Storytelling and Narrative Building – Creating a folklore book about DNA Crabs to introduce Blacanan’s cultural philosophy.

Through this approach, Blacanan’s MSME products are not only seen as commercial goods but also as representations of a unique cultural identity.

Impact and Future Prospects

This language- and technology-based branding program has generated positive impacts for Blacanan’s MSMEs:

• Increased product recognition through digital media.
• Expanded market access via online platforms.
• Availability of cultural documentation in the form of books and village profile videos.
• Improved community welfare through higher MSME sales.

The Undip KKN team hopes that this program will contribute to poverty alleviation and serve as a model for other villages in developing their local MSMEs. Prof. Dr. Alamsyah, M.Hum., Dean of the Faculty of Humanities (FIB) at Undip, fully supports this initiative as a means of community empowerment through science and technology.

With the sustainability of this program, every village is expected to develop a strong branding identity, both economically and culturally. Blacanan Village has taken a significant step forward, and now it is time to empower other villages with similar strategies.