Problem: Today a brand means more than just an image or logo. Employees often see themselves as the brand and feel a connection to it. Since a brand is representing and telling us something about the company and its consultants, it is important to describe what is contributing to eventual brand identity solidarity or why critical differences are occurring. An internal shared understanding about brand identity between employees and brand leadership can result in achieving organizational goals. Companies that would like to signify to their customers what their brand identity is and what it stands for, have to start within the company. Therefore before signifying to their customers, the company have to make sure that their own employees understand what their brand identity stands for and what it is, which the problematization in this study is.

Purpose: The purpose is to explore and describe the company’s main brand identity by interpreting the consultants’ and the brand leadership’s perceptions and associations about the brand identity.

Methods: The empirical approach is based on interviews with consultants and brand leadership. To analyze the empirical results we have gathered information about the topic via literatures, journals and articles that explain the main ideas in brand identity.

Conclusions: When analyzing the results, we have identified how the consultants and the brand leadership differ in their perceptions and associations in their brand identity. Based on the results we have obtained different answers with similar contents that helped us to identify their main brand identity.