In a highly competitive business environment, branding becomes a crucial strategic asset for family businesses. These companies, with their rich heritage and values passed down through the generations, find in family branding a powerful tool to communicate their unique identity and differentiate themselves from large corporations. This type of branding not only connects with customers looking for authenticity and quality, but also strengthens the emotional bond with the brand, which is vital for attracting and retaining talent, as well as creating a strong corporate culture. In addition, a well-managed brand can increase market value and ensure long-term economic sustainability.