PENGUATAN IDENTITAS MEREK UMKM APARTEMEN TRANSIT UJUNG BERUNG MELALUI PELATIHAN VOICE BRANDING DAN STORYTELLING AUDIO
DOI:
https://doi.org/10.62180/fzrk0g31Keywords:
Identitas Merek , Konten Digital , Storytelling Audio , UMKM , Voice BrandingAbstract
MSMEs at Transit Apartment Ujung Berung have previously participated in training programs on digital marketing and online promotional strategies. However, most of the promotional content they produce remains focused on visual and textual elements, while audio branding has not been utilized optimally as a component of brand identity. In fact, voice characteristics, intonation, and delivery style can contribute significantly to establishing emotional connections with audiences, enhancing consumer trust, and differentiating brands in a competitive digital environment. This Community Service Program (PKM) aims to strengthen MSME brand identity through voice branding and audio storytelling training. The program employed a participatory and practice-based approach, consisting of lectures, discussions, demonstrations, hands-on workshops, and mentoring sessions. Participants were guided to identify their unique vocal characteristics, develop storytelling-based promotional scripts, and produce simple audio-visual promotional content for social media platforms. The training emphasized the practical application of voice-over techniques as an audio branding strategy that can be implemented independently by MSME owners. The results of the program indicate an improvement in participants’ understanding of voice branding concepts and their ability to create promotional content that incorporates distinctive vocal elements. The activity also increased participants’ awareness of the importance of audio identity in supporting brand recognition and audience engagement. It is expected that the skills acquired through this program will enable MSMEs to develop stronger and more distinctive brand identities, thereby enhancing their competitiveness in the digital marketplace.
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