Your identity should express who you are as an experience to your audience and not necessarily speak what you do. It needs to be unique to your business and industry while maintaining simplicity, clarity and impact.
Every great brand has the ability to anchor itself in the hearts and minds of its audience and this is what your identity should strive for. It should be a timeless asset which over time increases in its value to its audience.
It is important that your identity is capable of communicating to its intended audience across our ever changing landscape of media and mobile devices. This is a highly important aspect of a great brand identity.