Most of our self-talk comes unconsciously from our subconscious. Yet every thought that exists in our subconscious got there through a conscious decision to accept that thought.
We need to become conscious of our self-talk so we can at will choose to replace negative beliefs with positive ones. We have the power to choose an identity we love, but we need to do the work. The process of changing our subconscious beliefs requires awareness, diligence, consistency and repetition.