An identity visually stimulates your audience to recall and better understand your brand. Your brand is what your customer say about you it's affected by everything you do, collectively. It's the sum of your attributes. This is why thoughtful designers won't just sell you on a logo but an identity system that includes:
This system is best developed once a clear strategy is in place and both you as the owner(s) and your designer are aligned in what you are looking for.
Provides you with an identity system.