Branding development in increasing the competitiveness of small businesses in the digital Era: Study on Kios Harmonis Larantuka, East Flores

This research aims to analyze and develop branding strategies to increase the competitiveness of Kios Harmonis, a small business that faces competitive challenges with other retail businesses. The research method used is Research and Development with a 4D model approach. This research collects data through interviews with owners and consumers to identify existing branding needs and potential. The results of the study show that the branding strategy developed includes the creation of a visual identity, the use of social media such as Instagram for promotion and interaction, and an emotional approach through personalized and friendly services. Although it is simple, it is able to bring real changes to business image and consumer satisfaction. The conclusion of this study is that Kios Harmoni has succeeded in improving its competitiveness by building a stronger and more reliable image, which not only relies on visual and digital aspects, but also builds closer and more meaningful relationships with customers. This branding strategy proves that small businesses can also compete in the digital era with measurable and adaptive measures.