To explain why the notion of an automorphism by itself might not be enough, we can imagine $\mathbb{Q}[\sqrt{2}]$ acting on $\mathbb{R}$ by multiplication. Multiplication by $\sqrt{2}$ preserves order, but multiplication by $-\sqrt{2}$ reverses it, so in the context of orderings, it would not be accurate to say "any square root of 2 may be called $\sqrt{2}.$"
What I'm envisioning is a category $\mathcal{C}$ with an object $\mathbb{H},$ as well as a morphism for each automorphism of $\mathbb{H},$ an object $\mathbb{H}^\star,$ and a morphism for each group automorphism of $\mathbb{H}^\star,$ perhaps geometric objects or morphisms as well, and whenever we speak of "an instance of the quaternions" we are really speaking of a functor $\mathcal{C}\to\mathcal{C}$ at least one existing for each possibility of an imaginary unit being called $i,$ a perpendicular one $j,$ and their product $k.$ I know this doesn't work out as stated, because the identity morphism doesn't go to the identity morphism, but perhaps there's a way to fix that. Then an automorphism of the quaternions can be viewed as a natural transformation between functors $\mathcal{C}\to\mathcal{C},$ one preserving the hidden (say, setwise) structure of the quaternions, and another preserving their apparent ($i,j,k$) structure and for some reason, because it's natural, the geometry comes out alright.