How do you define a person? There are many ways of doing this. You can define someone by what they do for a living. But there are also many factors at work here. How much do they earn? Where did they study? Is this person male or female? How old is this person? What does this person do in their free time? Who are their friends? What do they look like, how is this person dressed? What are this person’s values and beliefs?
Corporate identity works in much the same way. And perhaps one easy way of defining your corporate identity is to first stop thinking of your business as an inanimate entity. Think of it as a person. It’s not that far off, because people are running the business, and people are making the products and doing the services.