The chapter builds on a longitudinal study of two family-owned Swedish pulp and paper firms: MoDo and Korsnäs. Drawing on the concept of "family firm identity" we investigate how the character of the two firms as family businesses has been sustained over generations and through changes in the firms' startegies and business contexts. We conclude that the concept of family firm identity needs to be applied in a differentiated manner in order to capture the reality of family busineeses. Based on our cases we identify three dimensions along which family firm identity differs: 1) explicit vs. implicit family firm identity, 2) owbership vs. management oriented family firm identity and 3) general vs. specific family firm identity.