The 1973 Oakland Raiders were a heavily penalized team with a 'nasty' reputation. When the Raiders came to town, they came not only to play football; they came to 'kick butt.' They liked to try to intimidate -- some would say even bully -- opposing teams.
On the other hand, the '73 Dolphins were one of the least penalized teams in the NFL. They were a finesse team that ran on skill and precision. They were smooth and polished professionals.
The point is not which identity is better, they were both effective and successful teams. The point is that both teams had an identity that coalesced and unified the team. Both teams stood for something, operated according to a common set of values, and were clear about what kind of team each was. The most important thing about team identity is not that it's the right one or the best one, but whatever the identity is, that it unifies.
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