The aim of this research is to develop a conceptual brand identity framework that caters to SME organisations within emergent economies (Jordan) coffee-house brands in Jordan. In particular this research study seeks to understand how social media strategy can be utilized to develop an effective brand identity strategy for SMES within an emergent economy. Therefore using a case study of the coffee house industry in Jordan this research study will examine how consumers perceive brand identity with the view to developing a social media strategy that is transferable across SMEs within emergent economies.