The research investigates branding of a private tourism business in Sweden towards foreign markets based on the example of Främby Udde resort in Falun. The main concepts are brand image and brand identity in tourism. The study examines how the brand identity created on the website of Främby Udde aligns with the actual brand image that the visitors acquire after they experience their stay. Content analysis of the website and of guest reviews is used to explore the brand identity and brand image of the resort. Analysis of the results provides feedback on how Främby Udde aligns its brand identity with the existing brand image and gives suggestions on how to improve branding of the resort towards foreign markets.