What are the values your company goes by. What are the standards, what fits us and what doesn't. Why should a customer care about our trade and why are we different from our competitors?
It's all about what and why when defining your identity. As difficult as it may sound, it's actually not that hard. A question for example; what is the history of the company? What have we done in the past and what is something we will never do. Where have we been based through the years and what is our social heritage of that place we've been operating in. The answers to those questions are just the beginning of the list of answers which define your identity. These will be the pillars of what we're going to build.
What happens next?