Customers form different attitudes about family businesses depending on previous experiences with the products and services of these business entities, recommendations on social networks, prices and impressions of quality. Everything that is not desirable to be automatically perceived as related to a family business in a certain market should be modified with its own marketing communication. In this communication, the brand and its identity play an important role. Brand identity can have a decisive influence on the attractiveness of a family business's products and services. The paper analyzed and examined various factors that contribute to this. Following on from the findings of the research, certain suggestions and guidelines related to the approach and management of the family business brand were suggested. Primarily, it is necessary to take into account the impressions created by the physical characteristics of the brand, logo and other marketing tools that the family business practices in market communication in the history of the consumer population. A recognizable and impressive brand identity is leverage for a family business in strengthening competitiveness and creating emotional links with the branded offer. At the same time, it should be taken into account that this is not enough in terms of marketing, if one wants to ensure long-term and successful business.