The identity of entrepreneurs (IoE) has become a popular concept in entrepreneurship research, for example, to explain entrepreneurial behavior. Yet, despite growing interest in this topic, theoretical and terminological inconsistencies have hampered the development of a coherent understanding of the identity of entrepreneurs. I conduct a systematic literature review to provide an overview of different theoretical perspectives in IoE research and suggest consistent use of terminology and operationalizations. Further, I propose a framework to investigate the dynamic nature and multi‐level influences of the identity of entrepreneurs, and outline meaningful avenues for future research to unravel when, how, and with what consequences identity may become relevant in new venture creation.

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