Your identity is your “sameness”: what about you is the same — in different situations, under different conditions — so that others can recognize you?

Brand is a part of your identity, the part that affects how it feels.

Brand can be some of the most confusing and frustrating work:

“What is your purpose?” “What is your true authentic self?” (What does that even mean??)

Let’s be honest, those are confusing questions because they’re about identity, not brand. And brand and identity are not the same thing; you can always rebrand, but you can’t re-identity.

Brand needs narrative and story to make a complete identity so that you — and others — can identify your organization.

What about you is the same — in different situations, under different conditions — so that others can recognize you? It’s easy to answer for a person: you look more or less the same from one day to the next (barring a change of clothes), you make similar choices (you prefer a cappuccino to drip), and you sound the same (the language you choose, the expressions you use and the sound of your laugh!).

Corporate or organizational identity translates the ways we identify people into ways to identify a non-matter conceptual entity (fun, right?)