The work aims to propose solutions to promote the development of urban brands, enhance their influence and increase urban vitality and overall competitiveness through analysis and exploration, thus solving prominent issues such as inaccurate image positioning, severe homogenization, and low brand image recognition in some cities. Firstly, by introducing cultural identity theory, the relationship between cultural identity and urban brand was explored. Secondly, regarding the process of urban brand construction, the problem analysis method was applied to list some misconceptions and several issues. Finally, as for the issues in urban brand, with the construction of the urban image of Datong, Shanxi as an example, the empirical research methods were applied to find the ways to solve the issue of urban visual image. The discussion covered four parts:urban culture, image positioning, symbol extraction, and recognizability construction, and the strategies for constructing urban brands were proposed. Based on the formation of cultural identity, a highly recognizable and distinctive visual image of urban brands is constructed through spiritual culture, element symbols, and expression forms.