Companies today are faced with competitive markets where a large number of similar products and services are offered, which leads to companies with strong brands gaining competitive advantage, as brands facilitate consumers rational decision-making. Previous studies explore the importance of a well-established brand and how to build a strong brand identity through brand identity management (BIM). The studies explain that BIM builds the foundation for wellbeing in the workplace, which in turn is reflected to the customer. Previous studies are aimed at different industries and the purpose of this study is to analyze the importance of a strong brand identity in the fast food industry to contribute more knowledge in that specific industry. The study is deductive with a qualitative approach and thus a qualitative case study has been conducted of Bastard Burgers to answer the research questions, in order to analyze how a company in the fast food industry works with BIM to deliver the brand promise and what result this has on the employees. The results show that brand identity is a crucial factor for companies in today's fast food industry as well as the quality of the food and service. To have a strong brand identity, you need a brand with a personality that is evident through the visuals such as the restaurant's appearance, clothes and logos. The results of the study show that working with BIM strengthens employees' identification with the organization. This in turn results in the employees being more likely to spread positive word-of-mouth, being satisfied with their job and are willing to do the little extra in the workplace.