It is really hard to define and give a definition to the word identity. It’s probably necessary to narrow it down to be able to describe it.
As an individual, as me, I am not sure about who I am really am. My identity is not just a piece of plastic in my wallet with my name on it or some different outfits I can put on and will define me. Its actually so hard to figure out our identity and how we want to be perceived by other. But as a designer, we actually got the “power” to create from nothing a virtual character for a product or a company. We choose a name, create a face, an image, we make sure the brand will respond the right group and evolve by itself. More or less like a child or sims!