The aim with this study was to obtain an increased understanding of how bars work with their Brand Identity. A theory called Service Brand Identity stood as a framework for this study, based on all five dimensions. Qualitative data were collected through interviews with operational managers from three different bars and through observations of both social media and physical environment within the bars. The results show that all dimensions within Service Brand Identity played an important part in the creation of a strong Brand Identity. However, it was observed that the different dimensions can be ranked in order of importance in a service business.