ABOUT US

Identity Defined is an extension to A Chance to Succeed. While conducting mock interviews and career coaching sessions, we noticed that individuals were having a hard time embracing their adversities and projecting their perseverance in those environments.

Each apparel and accessory features core identity traits that are rooted in both faith and personal growth. Those characteristics are:

Persevering: One who keeps going even when things get tough or challenging

Overcomer: One who rises above adversities with strength and determination.

Confident: A belief that you can do anything and succeed

Humble: Rooted in strength through quiet confidence

Authentic: Embracing your true self openly and confidently, without the pressure to pretend

Resilient: Able to withstand or recover quickly from difficult conditions.

Disciplined: The commitment to stay focused and consistent in pursuit of your goals

MISSION

Redefine how young professionals see themselves as they navigate their careers, providing them with meaningful products that reflect their strength in every step of their journey.

Values

Rooted in the belief of the power of Authenticity, having a purpose-driven Identity, and empowerment.

Meet the CEO

The Heart Behind Identity Defined

I’m Allisa Berryhill; an entrepreneur, author, mentor, and advocate for purpose-driven living. I created Identity Defined to empower individuals and organizations to boldly walk in who they are, unapologetically and with intention.

I was sitting in my bed thinking about the six characteristics that made Identity Defined… and something felt incomplete. That’s when God spoke to me. One word: Authentic. Authentic? What’s that about?

I looked up the definition, read it out loud, and immediately said, YES. It wasn’t about perfection or order, it was about truth. About being real. About being who God created me to be.

Now, if you know me, you know I love a good acronym. Every business name, study method, etc, I’m always putting things together and finding meaning in it. So I took the first letter of each characteristic and started playing around with it.

That’s when I found the word: POCHARD. Pochard? So I looked it up. And when I tell you I was shocked... To know me is to know I love birds. There I was, staring at a word I had never seen before.

In that moment, I knew. Identity Defined is more than a set of characteristics to empower the next generation, this is ministry. This is purpose. This is my calling.

Fun Facts About the Pochard

Pochards are diving birds: they go beneath the surface to find what they need.
They are resilient and adaptable, able to thrive in different environments.
Some species are becoming rare, making them even more unique and valuable.

So when you see the bird in the Identity Defined logo, it’s not just design, it’s a reminder:

Your calling is not separate from your identity… it flows from it.

I believe identity isn’t just something we discover, it’s something we build, piece by piece. Identity Defined is more than a brand. It’s a movement. And I’m honored to walk this journey with you.