Stryker's theory was based around the idea that a person's identity is formed by a kind of trial and error system in which positive reaction from others in a social situation forms and guides one's sense of identity.
Negative reaction to an Identity puts that Identity at the bottom of ones Salience Hierachy, thus making it less likely to be used again, whereas a positive reaction reinforces an Identity and thus makes one more dependent upon it.
The more an Identity is reinforced, the more one becomes committed to it as ones self. This build up of commitment is dangerous to ones self esteem if a structure reacts badly to said Identity.
McCall and Simmons focus more on an Ideal Self in which every situation becomes a pursuit to fulfil and support this egotistical ideal. The problem with envisioning this ideal self is that no-one can ever live up to their 'ideal' and thus there will always be at least some degree of dissatisfaction.
Freud echoes this idea of an Ideal Self with his theory of the 'super ego':
'The ideal self (or ego-ideal) is an imaginary picture of how you ought to be, and represents career aspirations, how to treat other people, and how to behave as a member of society.
Behaviour which falls short of the ideal self may be punished by the superego through guilt. The super-ego can also reward us through the ideal self when we behave ‘properly’ by making us feel proud.'
In the same way as McCall and Simmons, if the ideal self is unachievable, the end result will always be - in the person's mind - a failure.
I noticed the correlation between these theories and the pursuit of the graphic designer when creating an Identity for a brand. A great brand reflects the ideals that the audience seek to convey themselves as individuals. Apple conveys elegant and simplistic style, class, and in some ways monetary value. Buying their products, the audience participate and hope to take on these attributes which have been conveyed through Apple's branding and product design.
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