In 2007, two roommates, Brian Chesky and Joe Gebbia, were struggling to pay rent in San Francisco. With a design conference coming to town and hotels fully booked, they had an idea—why not rent out air mattresses in their apartment to visitors? They called it “Air Bed & Breakfast”, offering a place to sleep and homemade breakfast.

The idea worked, and they saw potential. But in the early years, Airbnb struggled to gain traction. People didn’t trust the idea of staying in a stranger’s home, and the company lacked a clear brand identity to differentiate itself from hotels and other rental services.

The Identity Crisis: Who Was Airbnb?
At first, Airbnb marketed itself as a cheap alternative to hotels, focusing only on affordability. However, this approach wasn’t enough to win over users. The company lacked a strong visual identity, brand story, and emotional connection with its audience.

The Turning Point: Building a Brand Around “Belonging”
In 2014, Airbnb underwent a massive rebranding. Instead of just being about renting rooms, they positioned themselves around a deeper emotional concept—“Belong Anywhere.”

Here’s how Airbnb built its strong brand identity:

A Clear Mission & Emotional Connection

They shifted from just being a rental platform to a community-driven experience.
Their brand focused on travelers connecting with locals, making them feel at home anywhere in the world.
A Unique and Recognizable Logo – The “Bélo” Symbol

Airbnb introduced the Bélo logo, symbolizing Belonging, People, Places, and Love.
It was simple, memorable, and adaptable to different cultures.

A Strong Storytelling Approach:

Airbnb began sharing real host and guest stories through their website, ads, and social media.
This helped build trust and made the brand feel more personal.
Consistent Visual & Marketing Strategy

They used warm, inviting colors and real user-generated images instead of stock photos.
Their messaging focused on experiences over transactions, making Airbnb feel more than just a booking service.

The Result: A Global Hospitality Brand
With this strong brand identity, Airbnb grew rapidly. People no longer saw it as just an alternative to hotels—it became a cultural movement. Today, Airbnb is valued at over $100 billion, operating in 220+ countries with millions of hosts and guests worldwide.

Lesson from Airbnb’s Brand Identity Success
A strong brand identity isn’t just about a logo—it’s about the emotions and experiences tied to your brand.
People connect with brands that have a clear mission and storytelling approach.
Consistency in messaging, visuals, and experience builds trust and recognition.

This transformation proves that a brand identity can turn a struggling startup into a global powerhouse.