Identity?

Is an identity created through who you believe you are or by how you are perceived? Are you honest enough with yourself to evoke a constructive critic? Do I know you inner most secrets? What is an identity? Cultural, gender, psychological?
This is what wikipedia says....Identity is an umbrella term used throughout the social sciences for an individual's comprehension of him or herself as a discrete, separate entity. In cognitive psychology, for example, "identity" refers to the capacity for self-reflection and the awareness of self (see self-awareness).

So your identity is completely up to you? Could it be as simple as the change in hair colour or opinion? I must admit I 'label' myself. I see myself both included and excluded from varying social and cultural groups. If I was to alter my opinions does my identity change also? What if that opinion was of myself. If identity is self-reflection, it would.