Participatory Branding Design Model for Small and Medium Enterprises: A Case Study in Indonesia

ABSTRACT:Participatory branding has emerged as an innovative alternative to overcoming the obstacles SMEs face in traditional branding, exceptionally high costs, and top-down approaches. This study aims to analyze the responses of SMEs actors to the concept of participatory branding, identify the obstacles faced, and evaluate the effectiveness of this method in strengthening brand identity. The collaboration system model approach is used to understand the interaction between designers and SMEs actors. Data were collected through semi-structured interviews and closed surveys of 10 SMEs participants in Java, Indonesia. The results showed that all respondents responded positively to participatory branding, feeling greater involvement in developing brand identity. The main obstacles are more technical understanding, resource access, and participation time. Participatory branding has proven effective in strengthening brand identity and increasing brand recognition and sales. This research strengthens the participatory design theory in visual communication design, emphasizing the importance of collaboration and contextualization in creating relevant and authentic designs.

KEYWORDS: Participatory branding, SMEs, brand identity, visual communication design, collaboration