Tim Fuller-USA TODAY Sports

If Chip Kelly is going to turn things around, it must start with creating an identity the 49ers lacked the last two years

San Francisco's new coach must figure out what his team can build on, quickly, if he wants to turn things around.

SANTA CLARA, Calif. - The 49ers started Jim Harbaugh's final season 1-2 after consecutive losses to the Bears and Cardinals in 2014. That kind of start wasn't new, nor was losing two straight. A year earlier, Harbaugh's team lost two in a row after winning the season opener, and followed up its bye week with two more losses before winning eight in a row, including the first two rounds of the playoffs before eventually losing to Seahawks in an epic conference title game.

But a key difference, inside the lines, among the 2013 and 2014 teams was the team's identity. The 49ers contended for three straight years on the back of a stellar defense that was complimented by a physical offense. Harbaugh's teams controlled the ball through their control of the line of scrimmage on offense, playing into the hands Justin Smith, Patrick Willis, NaVorro Bowman and Aldon Smith, who were all at the peak of their powers anchoring one of the league's elite defenses.

Opposing coaches could devise a clever game plan, but it wouldn't matter if they couldn't stop the 49ers from churning back-breaking drives in the second half that added points and dwindled the clock.

Good luck orchestrating a comeback while the 49ers defense rushed the quarterback effectively with four players, leaving seven in coverage, including two of the best coverage linebackers in the NFL.

That was the 49ers' identity. And just about everyone knew it and struggled to deal with it - except the Seahawks, who did the same things, only better.

But what happened in 2014?

The 49ers tried to evolve away from that identity. They tried to make the offense something it wasn't. Ultimately, it led to an obvious disconnect between the players and the coaching staff. Instead of an unrelenting power running game, Harbaugh and offensive coordinator Greg Roman asked Colin Kaepernick to start winning games with his arm. They saw the way the league was trending, how defenses were stacking the box against their running game, and wanted to take the offense to a different level.

"I think we’re multiple in what we do,” Kaepernick said after the 23-14 loss in Arizona. Being multiple means being able to do everything predicated on how a defense is attacking the offense.

The 49ers in Week 3 of that year traveled to play the Cardinals after opening Levi's Stadium with a loss to the Bears - which was more like a collapse. San Francisco took a 20-7 lead into the fourth quarter before two Kaepernick interceptions helped Chicago escape with a 28-20 win in the new digs. Kaepernick finished with three picks.

The next week in Arizona, Kaepernick was asked to do something strange: throw 37 times, one off his previous career high. The 49ers were without tight ends Vernon Davis and Vance McDonald, who were key players in the running game. Frank Gore led San Francisco's running backs with six carries. Kaepernick had 12 for 54 yards.

Instead of sticking with their rough-and-tumble identity, the 49ers tried to spread things out. Arizona had one of the league's best defenses against the run, and Harbaugh and Co. thought it would be best to take away that strength by putting more receivers on the field without having Davis and McDonald available to block on the edges. They tried turning Kaepernick into Tom Brady and it didn't work, beyond his relatively efficient stat line: 29-37, 245 yards, one TD.

Other things happened in that game, like debilitating personal fouls by Dan Skuta and Anquan Boldin, that derailed San Francisco. But the shift in offensive philosophy signaled something dramatic. The 49ers went away from what worked the previous three years. And that became a reoccurring theme throughout the season, ultimately leading to Harbaugh's departure after an 8-8 finish.

When secretive Harbaugh was asked about his team's identity after that game, he said: "I wouldn’t categorize it. In terms of identity, we want to be about moving the football, picking up first downs, scoring points, scoring touchdowns.” Harbaugh didn't want to be a one-trick pony any more. If he was going to win the Super Bowl after three straight close attempts, it was going to take more than a physical running game. It was going to take Kaepernick turning into a super star passer.

After adding a slew of receivers in the offseason, including Bruce EllingtonStevie Johnson and Brandon Lloyd, joining Michael Crabtree and Anquan Boldin, the 49ers wanted to be more multiple. They wanted Kaepernick to be able to throw on teams that were loading up against the run, instead of sticking with the run no matter what, which was key in their run of contention. They ended up outsmarting themselves.

Which leads to new coach Chip Kelly and one of his first major undertakings: creating an identity for a different version of the 49ers. A version without Willis, the Smiths, and a dominant offensive line.

Because in 2015, when they went 5-11 with Jim Tomsula as head coach, the 49ers didn't have an identity. They finished 32nd in offense and 29th in defense without anything to hang their hat on.

They wanted to be a running team. But they couldn't run. And the adjustment didn't come in the passing game, either, leading to the switch from Kaepernick to Blaine Gabbert following a 2-6 start to the season. Injuries to Carlos Hyde, Reggie Bush and Mike Davis, didn't help. Nor did the idea of relying on that triumvirate to carry the load behind an offensive line that lost two first-round picks from 2010 in Anthony Davis and Mike Iupati - who were critical in the power running scheme of Harbaugh and Roman's tenures.

The 49ers are much younger now and must create an identity, led by Kelly. They must find out what they're good at, and make those things their unmistakable backbone, like the defense and running game were under Harbaugh. Teams that win championships have championship characteristics that transcend a game plan.

Just look at the four teams playing in the conference title round. The Patriots will spread defenses out and continue to hit on short throws created at the line of scrimmage by Brady. The Broncos will keep the game low scoring and let Peyton Manning put his offense in the best play possible. The Panthers will play sound defense and be multiple in the running game, which includes a running outlier at quarterback called Cam Newton. The Cardinals have multiple players that can take the top off a defense and an emerging running back to balance things out, on top of one of the league's fastest defenses that isn't scared to blitz.

Those identities are not secrets. They work because of the marriages between personnel and system, which Kelly needs to establish by the time training camp starts at the end of July if the 49ers are going to be successful any time soon.

The first major hurdle for Kelly is figuring out what to do with Kaepernick, who has been linked to Kelly in the past because of his athletic ability and the bridge some would connect to Kelly's career at Oregon, where he coached dual-threat quarterbacks.

Then comes adding players that fit Kelly's scheme. That starts with athletic offensive linemen that can move in space, which doesn't bode well for players like Erik Pears or Marcus Martin.

And one of the biggest decisions on Kelly's plate will be to settle on a defensive coordinator. The incumbent Eric Mangini would make sense for the sake of continuity. But Kelly might want his own guy who's familiar with molding a defense that can hang with his offense's up-tempo attack and be on the field for the majority of the game. The 49ers are reportedly interviewing former Patriots linebacker Mike Vrabel for the opening, who most recently was the linebackers coach for the Houston Texans.

Kelly will be introduced to the media Wednesday, six days after getting hired. The 49ers initially announced Kelly's presser would be pushed back to this week allowing him time to assemble his coaching staff. There have been no formal announcements about the new staff. But it's expected to look vastly different than the one assembled by Tomsula last winter.

How quickly, if at all, that staff creates a winning identity will ultimately define Kelly's 49ers. Otherwise, he'll be guiding a ship without a rudder, and we've seen how that goes.


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SANTA CLARA, Calif. - The 49ers started Jim Harbaugh's final season 1-2 after consecutive losses to the Bears and Cardinals in 2014. That kind of start wasn't new, nor was losing two straight. A year earlier, Harbaugh's team lost two in a row after winning the season opener, and followed up its bye week with two more losses before winning eight in a row, including the first two rounds of the playoffs before eventually losing to Seahawks in an epic conference title game.

But a key difference, inside the lines, among the 2013 and 2014 teams was the team's identity. The 49ers contended for three straight years on the back of a stellar defense that was complimented by a physical offense. Harbaugh's teams controlled the ball through their control of the line of scrimmage on offense, playing into the hands Justin Smith, Patrick Willis, NaVorro Bowman and Aldon Smith, who were all at the peak of their powers anchoring one of the league's elite defenses.

Opposing coaches could devise a clever game plan, but it wouldn't matter if they couldn't stop the 49ers from churning back-breaking drives in the second half that added points and dwindled the clock.

Good luck orchestrating a comeback while the 49ers defense rushed the quarterback effectively with four players, leaving seven in coverage, including two of the best coverage linebackers in the NFL.

That was the 49ers' identity. And just about everyone knew it and struggled to deal with it - except the Seahawks, who did the same things, only better.

But what happened in 2014?

The 49ers tried to evolve away from that identity. They tried to make the offense something it wasn't. Ultimately, it led to an obvious disconnect between the players and the coaching staff. Instead of an unrelenting power running game, Harbaugh and offensive coordinator Greg Roman asked Colin Kaepernick to start winning games with his arm. They saw the way the league was trending, how defenses were stacking the box against their running game, and wanted to take the offense to a different level.

\"I think we’re multiple in what we do,” Kaepernick said after the 23-14 loss in Arizona. Being multiple means being able to do everything predicated on how a defense is attacking the offense.

The 49ers in Week 3 of that year traveled to play the Cardinals after opening Levi's Stadium with a loss to the Bears - which was more like a collapse. San Francisco took a 20-7 lead into the fourth quarter before two Kaepernick interceptions helped Chicago escape with a 28-20 win in the new digs. Kaepernick finished with three picks.

The next week in Arizona, Kaepernick was asked to do something strange: throw 37 times, one off his previous career high. The 49ers were without tight ends Vernon Davis and Vance McDonald, who were key players in the running game. Frank Gore led San Francisco's running backs with six carries. Kaepernick had 12 for 54 yards.

Instead of sticking with their rough-and-tumble identity, the 49ers tried to spread things out. Arizona had one of the league's best defenses against the run, and Harbaugh and Co. thought it would be best to take away that strength by putting more receivers on the field without having Davis and McDonald available to block on the edges. They tried turning Kaepernick into Tom Brady and it didn't work, beyond his relatively efficient stat line: 29-37, 245 yards, one TD.

Other things happened in that game, like debilitating personal fouls by Dan Skuta and Anquan Boldin, that derailed San Francisco. But the shift in offensive philosophy signaled something dramatic. The 49ers went away from what worked the previous three years. And that became a reoccurring theme throughout the season, ultimately leading to Harbaugh's departure after an 8-8 finish.

When secretive Harbaugh was asked about his team's identity after that game, he said: \"I wouldn’t categorize it. In terms of identity, we want to be about moving the football, picking up first downs, scoring points, scoring touchdowns.” Harbaugh didn't want to be a one-trick pony any more. If he was going to win the Super Bowl after three straight close attempts, it was going to take more than a physical running game. It was going to take Kaepernick turning into a super star passer.

After adding a slew of receivers in the offseason, including Bruce Ellington, Stevie Johnson and Brandon Lloyd, joining Michael Crabtree and Anquan Boldin, the 49ers wanted to be more multiple. They wanted Kaepernick to be able to throw on teams that were loading up against the run, instead of sticking with the run no matter what, which was key in their run of contention. They ended up outsmarting themselves.

Which leads to new coach Chip Kelly and one of his first major undertakings: creating an identity for a different version of the 49ers. A version without Willis, the Smiths, and a dominant offensive line.

Because in 2015, when they went 5-11 with Jim Tomsula as head coach, the 49ers didn't have an identity. They finished 32nd in offense and 29th in defense without anything to hang their hat on.

They wanted to be a running team. But they couldn't run. And the adjustment didn't come in the passing game, either, leading to the switch from Kaepernick to Blaine Gabbert following a 2-6 start to the season. Injuries to Carlos Hyde, Reggie Bush and Mike Davis, didn't help. Nor did the idea of relying on that triumvirate to carry the load behind an offensive line that lost two first-round picks from 2010 in Anthony Davis and Mike Iupati - who were critical in the power running scheme of Harbaugh and Roman's tenures.

The 49ers are much younger now and must create an identity, led by Kelly. They must find out what they're good at, and make those things their unmistakable backbone, like the defense and running game were under Harbaugh. Teams that win championships have championship characteristics that transcend a game plan.

Just look at the four teams playing in the conference title round. The Patriots will spread defenses out and continue to hit on short throws created at the line of scrimmage by Brady. The Broncos will keep the game low scoring and let Peyton Manning put his offense in the best play possible. The Panthers will play sound defense and be multiple in the running game, which includes a running outlier at quarterback called Cam Newton. The Cardinals have multiple players that can take the top off a defense and an emerging running back to balance things out, on top of one of the league's fastest defenses that isn't scared to blitz.

Those identities are not secrets. They work because of the marriages between personnel and system, which Kelly needs to establish by the time training camp starts at the end of July if the 49ers are going to be successful any time soon.

The first major hurdle for Kelly is figuring out what to do with Kaepernick, who has been linked to Kelly in the past because of his athletic ability and the bridge some would connect to Kelly's career at Oregon, where he coached dual-threat quarterbacks.

Then comes adding players that fit Kelly's scheme. That starts with athletic offensive linemen that can move in space, which doesn't bode well for players like Erik Pears or Marcus Martin.

And one of the biggest decisions on Kelly's plate will be to settle on a defensive coordinator. The incumbent Eric Mangini would make sense for the sake of continuity. But Kelly might want his own guy who's familiar with molding a defense that can hang with his offense's up-tempo attack and be on the field for the majority of the game. The 49ers are reportedly interviewing former Patriots linebacker Mike Vrabel for the opening, who most recently was the linebackers coach for the Houston Texans.

Kelly will be introduced to the media Wednesday, six days after getting hired. The 49ers initially announced Kelly's presser would be pushed back to this week allowing him time to assemble his coaching staff. There have been no formal announcements about the new staff. But it's expected to look vastly different than the one assembled by Tomsula last winter.

How quickly, if at all, that staff creates a winning identity will ultimately define Kelly's 49ers. Otherwise, he'll be guiding a ship without a rudder, and we've seen how that goes.

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