The 22 Immutable Laws of Marketing is a classic book on the subject written by Al Ries & Jack Trout. They make the point successful companies try to attach one word to their brand. They give examples of Heinz and the word ketchup and Federal Express and the word overnight.
In other words, identity is shaped by the vocabulary we use to describe a company. But we can apply the same principle to ourselves. If you were to describe yourself in one word, what might that word be? Courageous, resilient, creative, fastidious, kind, joyful?
Our 26th Life Equation is Identity = Vocabulary.
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On Emotions 