Abstract
Purpose – Family businesses feature prominently in economies, including the South African wine industry, using websites to convey their family identity. This research explores the family identity elements that family wineries use on their websites, their alignment and how these are communicated online. Design/methodology/approach – Based on Gioia's methodology, a two-pronged approach was used to analyze 113 wineries' websites' text using Atlas.ti from an interpretivist perspective. Findings – South African wineries use corporate identity, corporate personality, and corporate expression to illustrate their familiness on their websites. It is portrayed through their family name and heritage, supported by their direction, purpose and aspirations, which emerge from the family identity and personality. These are dynamic and expressed through verbal and visual elements. Wineries described their behaviour, relevant competencies, and passion as personality traits. Sustainability was considered an integral part of their brand promise, closely related to their family identity and personality, reflecting their family-oriented philosophy. These findings highlight the integration that exists between these components. Originality – This study contributes to understanding what family wineries communicate on their websites, specifically by examining the elements necessary to create a family business brand based on the interrelationship between family identity, personality and expression with familiness at its core, resulting in a proposed family business brand identity framework. Theoretical and practical implications – Theoretically, this study proposes a family business brand identity framework emphasising the centrality of familiness to its identity, personality, and expression. Using websites to illustrate this familiness is emphasised with the recommendation that family businesses leverage this unique attribute in their identity to communicate their authenticity.