The multiple sides of identity: Are you you, or who others think you are?

Identity is something we spend a lifetime trying to define. We craft stories about ourselves, construct narratives that resonate with who we believe we are, and carefully curate our external persona to project this self-image. Yet, despite all the effort we invest in shaping our identity, there’s a profound truth we often overlook: there is no single "you." Instead, there are countless versions of you—each one a reflection of how others perceive you. This perception varies, and it is something entirely beyond your control.

Every person you meet holds their own version of who you are. The friend who sees you as dependable, the colleague who views you as meticulous, the stranger who catches only a fleeting glimpse of you and forms an impression based on a moment. Each of these perceptions may be rooted in fragments of truth, but none of them fully capture who you are. These versions of you are influenced by individual biases, experiences, and interpretations—and no matter how carefully you construct your identity, you cannot control the lens through which others see you.

This same idea applies to branding. When creating a brand identity, the goal is consistency. But, much like with personal identity, a brand is interpreted differently by each person who encounters it. Even within the creative process, different designers can produce wildly different versions of the same brand based on the same brief. Each person brings their own perspective, shaping the outcome in unique ways.

This mirrors how identity functions on a personal level—no matter how well you think you’ve presented yourself or your brand, different people will interpret it in their own way. And that's okay. The point isn't to try and control every perception, because it’s impossible to do so. What matters most is that at the core of both personal identity and brand identity, there is something clear, solid, and true: the concept.

The visual expression may vary, but if the core idea is well-defined, it will resonate regardless of how it's perceived. So, while it’s tempting to focus on refining the surface—whether through design, appearance, or presentation—what truly matters is anchoring that identity in a solid, meaningful concept.

Perception will always be subjective, but in the end, it’s the essence and story that define who you—or your brand—truly are.