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The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize social media as the main instrument in building brand awareness. This study uses a qualitative descriptive approach with a field research type (field research). Data collection was carried out through observation, in-depth interviews with six sources (owner, financial manager, social media team, admin, crew, and customers), and documentation of the content of the TikTok account @mtm43surabaya. The results of the study show that: (1) MTMSBY43 implements a digital branding strategy with three main components, namely brand positioning as a social-based one-stop solution, a brand identity that focuses on a human-centered service approach, and a brand personality that reflects the character of local youth who are solution-oriented and socially concerned; (2) MTMSBY43 TikTok content is classified into three pillars, namely humanistic and realistic content (daily vlogs & live documentation), educational and transparent content (service portfolio), and humorous content (entertainment & engagement content) that builds high organic appeal; (3) TikTok acts as a primary growth driver for MTMSBY43's brand awareness through three mechanisms: creating brand recognition through the FYP algorithm, which reaches new audiences; driving brand recall through consistent uploads and a distinctive communication style; and building customer trust and brand loyalty through responsive two-way interactions

The competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia often faces obstacles due to limited product packaging that fails to adequately reflect product quality, uniqueness, and brand identity. Packaging is not merely a protective container but also a strategic communication tool that influences consumer perceptions, shapes brand image, and supports market expansion. This community service program was carried out at the Banana Chips MSME “Bu Tini” in Semarang, which previously relied on simple plastic packaging without graphic design, brand logo, or product information. The main objective of this program was to assist the MSME in developing both the design and functional aspects of packaging as a strategic effort to strengthen branding, enhance product value, and improve competitiveness. The methodology applied was community-based and participatory, consisting of field observation, focus group discussions, collaborative design with the business owner, and prototype testing of new packaging. The results demonstrate that the redesigned packaging highlights a stronger visual identity through logos, colors, and slogans, while also ensuring practicality, durability, and compliance with food safety standards. Furthermore, the new packaging improved information clarity regarding composition, expiration date, and producer details, which significantly increased consumer trust in hygiene and quality. From a broader perspective, the activity fostered social transformation by raising awareness among the owner and workers about the importance of branding and professional packaging, developing new skills, and positioning the MSME as a role model for similar businesses in the community. This program implies that packaging development is not solely a visual improvement but a strategic branding instrument that can support MSMEs in achieving sustainability and greater competitiveness in local, regional, and potentially digital markets.

Micro, Small and Medium Enterprises (MSMEs) play an important role in economic growth in Indonesia. Positioning Branding or brand identity is very necessary for every business, but in reality, few MSME players pay attention to brand positioning or brand identity themselves. Therefore, the purpose of this article is to provide information regarding the benefits obtained by paying attention to branding positioning for MSME players. By paying attention to brand positioning, MSME players can understand the benefits of their own brand positioning and hopefully be able to compete. We hope that this article can help solve the problems of MSME players in terms of their own brand positioning.