Strengthening Ecoprint Batik Branding through Motif Identity and Storytelling: A Community Service Program at Zulfa Ecobay
DOI:
https://doi.org/10.23917/psikonomi.v7i1.19555Keywords:
branding, ecoprint batik, storytelling, community service, MSMEsAbstract
The competitiveness of creative Micro, Small, and Medium-Sized Enterprises (MSMEs) is increasingly influenced by their ability to develop distinctive product identities that communicate cultural values. However, many ecoprint batik MSMEs still market their products without unique motif identities, philosophical meanings, or storytelling, limiting their branding potential and product differentiation. This community service program aimed to strengthen the product identity of Zulfa Ecobay, an ecoprint and natural dye batik MSMEs in Jarum Village, Klaten Regency, Indonesia, through the identification of unique ecoprint motifs and the development of motif names and storytelling. The program employed participatory training and mentoring methods involving observation of existing motifs, identification of visual characteristics based on the composition of natural leaves, participatory discussions, motif naming, and the development of philosophical narratives. The program successfully identified three distinctive motif identities, namely Wening Alas, Sekar Bumi, and Wana Sasmita, each representing different visual characteristics, local wisdom, and environmental values. The development of motif identities and storytelling enhanced the partner's ability to communicate the cultural meanings embedded in each product while strengthening product differentiation and brand authenticity. The findings demonstrate that integrating motif identification with storytelling is an effective branding strategy for creative MSMEs because it enhances product value, strengthens emotional connections with consumers, and reinforces competitiveness through cultural identity and local biodiversity. This approach can serve as a sustainable empowerment model for creative enterprises seeking to integrate local cultural heritage into product branding.
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Copyright (c) 2026 Aflit Nuryulia Praswati, Lina Agustina, Aulia Uswatun Khasanah, Subroto, Sartono Putro, Ahmad Fauzan Tirmidzi
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