Perancangan dan Penerapan Brand Guideline dalam Membangun Identitas Merek pada Instagram dan Shopee UMKM Lodical.Id
DOI:
https://doi.org/10.35870/emt.v11i1.8124Keywords:
Brand Guideline, Brand Identity, MSME, Instagram, Shopee, Digital Marketing, Brand ConsistencyAbstract
The absence of a structured brand guideline in SMEs often results in inconsistent visual communication across digital platforms. This project aims to design a brand guideline and implement it to build the brand identity of Lodical.ID, a women’s pajama SME, on Instagram and Shopee. A qualitative approach was adopted using the five-stage framework of Wheeler & Meyerson (2024), with data collected through in-depth interviews, observation, and documentation, validated by triangulation. The resulting brand guideline was structured around Mogaji’s (2021) three dimensions. Brand information established core values of versatility, mindful comfort, and effortless style, with a genuine, contemporary, and feminine brand personality. Brand identity comprised a combination-mark logo inspired by a V-neck collar and flower petal silhouette, a color palette of Blood Red, Powder Petal, and Olive Bark, a three-tiered typographic system, and a lace pattern as the visual signature. Brand integration provided application guidelines across Instagram and Shopee touchpoints. A four-week implementation (March 31–April 26, 2026) demonstrated progressive consistency across all visual identity elements. The KPI of visual identity consistency was successfully achieved, and brand assets were handed over to the owner as a sustainable post-project reference.
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