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Research article2025Peer reviewedOpen access

Founders and their brands: how founder identity matters in small firm branding

Astner, Hanna; Gaddefors, Johan

Abstract

PurposeBranding is essential for business survival and growth, particularly for small firms in their early development. However, small firms approach branding differently than large organisations. This study aims to delve into the evolution of small firm brands over time, emphasising the role of founders' personal identities on shaping their firms' brands. It also explores how these firm brands develop through ongoing interactions with stakeholders.Design/methodology/approachOver eight years, empirical material was collected through a longitudinal multi-case study of small firms and their brands, using in-depth interviews over time with founders as the primary data source. Thematic analysis was used to analyse the empirical data.FindingsThis research reveals the intertwined relationship between founders' identity work and small firm branding. The authors emphasise how founders use their personal identities to shape their small firm brands, influencing recognition, differentiation and value creation. As firm brands evolve over time, they often deviate from founders' identities due to stakeholder pressure from within and outside the organisations.Originality/valueThis study addresses a significant gap in the literature by focusing on the branding processes within small firms, which have been largely overlooked in favour of larger organisations. By exploring the transformative journey of small firm brands from inception through development and ownership changes, this research elucidates the intricate entanglement of founder identity and brand. It highlights the distinctive challenges faced by small firms, offering new insights into their branding dynamics.

Keywords

Corporate branding; Entrepreneurship; Entrepreneurial identity; Founder identity; Identity work; Longitudinal study; Role of founders; Small firm branding; Small and medium enterprises (SMEs); Start-ups

Published in

Qualitative Market Research
2025, volume: 28, number: 1
Publisher: EMERALD GROUP PUBLISHING LTD

SLU Authors

UKÄ Subject classification

Business Administration

Publication identifier

  • DOI: https://doi.org/10.1108/QMR-06-2023-0085

Permanent link to this page (URI)

https://res.slu.se/id/publ/131728