Membangun Identitas Produk Lokal: Pengabdian Masyarakat melalui Pendampingan Branding UMKM di Desa Lagaruda Takalar

This community service activity aims to empower Micro, Small, and Medium Enterprises (MSMEs) in Lagaruda Village, Sanrobone District, Takalar Regency through mentoring local product branding. The main problems faced by MSMEs include low branding literacy, limited resources, and limited access to digital technology. This activity was carried out using the Participatory Action Research (PAR) approach, which emphasizes active community involvement in the process of identifying problems, planning, implementing, and evaluating activities. The stages of community service include basic branding training, product visual identity design, and digital marketing strategies through social media and e-commerce platforms. The results of the activity show that branding plays a strategic role in increasing product competitiveness, expanding market access, and fostering MSME actors' self-confidence. In addition, the integration of local Takalar cultural values ​​into branding elements also strengthens product identity and builds emotional attachment with consumers. Overall, branding has proven to be not only a marketing strategy, but also an instrument for sustainable economic empowerment based on local culture.