Implementation of Visual Brand and Content Strategy Through Instagram Feed to Enhance Branding Effectiveness: A Case Study of Papin Donuts MSME, Malang
Rivani Dyah Umami*
Becik Gati Anjari
Musthofa Hadi
Instagram is a social media platform that MSMEs can use to build their branding and reach consumers. Papin Donuts has been using Instagram as a promotional tool; however, the implementation of its visual brand identity and content strategy has not been consistent, resulting in suboptimal branding. This study aims to design a visual brand identity and content strategy for the Instagram feed using Affinity by Canva and to analyze their effectiveness in enhancing branding at Papin Donuts. This study employed the Action Research method based on the Kemmis and McTaggart model, consisting of planning, action, observation, and reflection stages. Data were collected through observation, interviews, documentation, and questionnaires. The analysis was conducted using the EPIC Model and supported by engagement rate data. The results showed that the visual brand design consisted of a consistent logo, color palette, typography, and feed templates, while the content strategy included content pillars, content calendars, brand voice, and copywriting. Consumer evaluation results showed scores of 4.33 for empathy, 4.11 for persuasion, 4.19 for impact, and 4.30 for communication, which fell into the effective to highly effective categories. The average engagement rate of 7% was classified as very good. In conclusion, visual brand and content strategy are effective in supporting the branding of Papin Donuts through Instagram. Both elements complement each other and cannot be separated, as their integration strengthens brand identity, delivers consistent brand messages, and increases audience engagement. Consistent implementation of visual brand and content strategy helps MSMEs build stronger branding on social media.
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