Organizations can be seen as discursive places where language practices (developing, telling and restoring stories) flourish. Individuals usually develop their identity in this space, being influenced (choosing alignment or choosing counter-identity) by meta-stories told at the organizational level through brand identity or corporate identity. This article aims at identifying the link between the micro type (individual) and macro type of identity (brand and corporate identity). In particular, our work focuses on the impact and the risk of storytelling when developing theses links.