That wasn't our identity, that was what other clubs & the wider media identified us as (as a way to denigrate us).
Between our last League Title & up to Walter Smith our identity was one of the original Big Clubs with a strong local flavour, just going through a dry under-achieving period. Under Moyes we were consistently Best-of-the-Rest, which while not sounding too glamorous was a pretty good achievement considering back then the Top 4 were cast in stone. We had the odd decent European Run, and a handful of memorable players which nowadays even leave us a little nostalgic (Cahill, Arteta etc). So we kept within touching distance of that original identity of under-achievers (not over-achievers at all).
Now...under Mosh...we're just another club which flashes money and goes through players/managers without any of them sticking...without any of them developing into proper fan favourites. Favourites we can get nostalgic about in decades to come.
Roberto 2013/14 was great, a step in the right direction. Unfortunately he tactically went up his own arse, and then Mosh flashed his wad and all we've had since is an obscene turnaround of people coming & going. Not inspiring stuff to follow, quite frankly.