Thing is ros, you do have an identity at the moment, but unfortunately it is presenting the wrong image for you.
That of, a big institutional front page, online database of images, to do with the built environment - no matter how large, you make your name on that site - it still doesn't make you out to be anything individually identifiable.
That is something, I think you shouldn't shy away from - but try to cultivate somehow. Most architects in Ireland now, like the MOLAs etc do take this 'branding concept' very, very seriously, and after a while, you do begin to recognise the MOLA colours, font, standard image etc whenever you see it out of the corner of your eye.
That is one hell of a job, for an organisation as spread out and multi-faceted as that. Think about it.