Strategic Digital Branding of Sharia Business Institutions: Strengthening Ethical Identity, Enhancing Stakeholder Engagement, and Upholding Institutional Integrity

Abstract

The evolving digital economy has transformed the competitive landscape for Sharia business institutions, pressing them to adopt innovative branding strategies that remain faithful to Islamic ethical principles. As consumers and stakeholders increasingly engage through digital platforms, the alignment between brand representation and institutional integrity becomes pivotal. This study addresses the pressing need to explore how Sharia business institutions can construct a strategic digital brand that upholds their ethical identity while fostering meaningful stakeholder engagement. This research aims to analyze the concept of strategic digital branding within the framework of Islamic business ethics, stakeholder theory, and institutional integrity. Focusing on qualitative textual analysis, the study examines how digital branding practices are shaped by and, in turn, reinforce the moral and religious foundations of Sharia institutions. The research integrates both international and local scholarly sources, including Arabic references and Indonesian accredited journals. Findings suggest that successful digital branding strategies for Sharia institutions are anchored in three pillars: (1) transparent representation of akhlāq al-jamīlah (noble character), (2) active participatory communication with stakeholders via digital media, and (3) institutional mechanisms that reinforce accountability and religious coherence. These elements create a cohesive brand narrative that resonates with ethical expectations in Muslim communities. The study contributes to the broader discourse on Islamic business practices by bridging branding strategy with ethical and institutional considerations. It offers practical insights for Sharia institutions navigating digital transformation while preserving their core religious values.