The central idea/vision
Quite often the organisation involved in developing a new identity is more concerned about what it can become than about what it is. In this sense the vision is created by ambitions formed from the central idea. But the vision must be unique. All organisations are unique even if the products/ services that they make/sell are more or less the same as those of their competitors. It is their history, their structure, their strategy, the personalities who have created and dominated them, their successes and their failures, that shape them and make the organisation what it is.