A normative framework for ethical brand identity construction

This paper develops a normative framework for ethical brand identity construction, arguing that branding is not merely a strategic or aesthetic exercise but a fundamentally moral practice. Contemporary scholarship increasingly recognises that brand identity shapes organisational meaning, influences stakeholder behaviour, and participates in broader cultural narratives. Drawing on ethical theory, aesthetic analysis, and organisational communication, the paper demonstrates how aesthetic choices—imagery, symbolism, narrative tone, and design—encode values and exert persuasive power that affects trust, autonomy, and social representation. Building on this insight, the paper introduces a seven‑dimension framework encompassing truthfulness, respect, autonomy, justice, care, stewardship, and aesthetic responsibility. This model provides a structured method for evaluating how brand identities align with or diverge from moral expectations.

The paper shows that ethical tensions often arise when aesthetic coherence is mistaken for ethical coherence, revealing how visually compelling identities can obscure gaps in transparency, inclusivity, or responsible practice. The framework exposes these contradictions and highlights the ethical significance of representation, accessibility, and the psychological impact of aesthetic communication—areas frequently overlooked in traditional branding analysis. The study contributes to branding scholarship by integrating ethics and aesthetics into a unified evaluative model and by advancing the concept of aesthetic responsibility as central to organisational character. While interpretive limitations remain, the framework offers a foundation for future empirical research and provides organisations with a practical tool for constructing brand identities that are both aesthetically compelling and ethically grounded.