Design Thinking as a Strategic Capability in Digital Product Development: Evidence from UX Mediation and Design Maturity in Secondary-Data Synthesis
Keywords:
visual branding, SME competitiveness, digital economy, brand recognition, social commerce, resource-based view, digital marketingAbstract
This study examines the role of visual branding strategy in enhancing the competitiveness of creative SMEs in the digital economy era. Using a conceptual qualitative approach based on secondary quantitative data and systematic literature synthesis, the study integrates digitalization statistics and theories including Resource-Based View, Brand Equity Theory, and Signaling Theory to explain the relationship between visual branding and SME performance. The findings show that consistent visual branding strengthens brand recognition, consumer trust, and digital engagement, which contribute to competitive advantage and business performance. Evidence indicates that 75% of consumers assess business credibility through visual appearance, 81% require trust before making purchase decisions, and firms with consistent visual identity experience an average revenue increase of 23%. In Indonesia, where more than 27 million SMEs have entered digital ecosystems and social media users exceed 139 million, platform-adaptive visual branding is essential for improving discoverability, conversion rates, and customer retention across platforms such as TikTok, Shopee, Tokopedia, and Instagram. The study concludes that visual branding is not merely an aesthetic element but a strategic intangible asset that supports SME resilience and sustainable competitiveness in digital markets. The findings provide implications for SME managers and policymakers in developing platform-responsive branding capabilities to strengthen digital market competitiveness.
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