"The Role of Storytelling in Rebranding: How UMKM Crafted a Compelling Brand Narrative" is the basis for this title. Social media has been one of the most important platforms for increasing interactions, as well as a platform where interest grows and provides an excellent opportunity for various companies to use to generate audience interest in new things. The formulation of the problem in this study is how Pancong versus Roti Bakar, one of Indonesia's MSME's, is being presented again through rebranding, improving brand awareness, and broadening Pancong's interest among Indonesians in the culinary sector. The concept utilised in this research is Smith's nine steps strategy of public relations, including analysing the situation, analysing the organisation, analysing the public, establishing goals and objectives, formulating action and response strategies, developing message strategies, event tactics, implementing the strategy, and evaluating the strategic plan. The expected result of this project planning is to show that by utilising storytelling and brand narrative as the strategy, it can increase their brand awareness and create a unique brand identity. In conclusion, this project is created to find the right and effective public relations strategy that can be done to improve brand marketing through brand narrative.

Keywords: Storytelling, Rebranding, Brand Narrative.