Visual Identity and Promotion Media of Small and Medium Enterprises

Abstract

Unlike employees in large companies or government employees who receive a fixed salary, then the perpetrators of Small and Medium Enterprises should strive to earn income. Many things to be faced, ranging from capital, production, branding, marketing competition that makes entrepreneurs Small and Medium Enterprises should always think and make strategies to deal with it. The determination of the brand becomes a problem related to the visual identity of Small and Medium Enterprises. The purpose of this study was to determine the patterns of visual identity and promotion used in SMEs. Using the phenomenological approach by collecting data through interviews, recording visual data and observation, and data analysis using comparison matrix and scoring matrix got the pattern of brand and promotion strategy of small and medium enterprises in Bandung regency. There are brands that come from the name of the entrepreneurs, an abbreviation associated with local culture, then some are already using modern ideas. While most promotions still use word of mouth and some use social media. The benefits of this research are as a basis for making design and promotion strategies for small and medium enterprises, in order to have a valuable brand, to be more successful in marketing.