A strong and coherent identity is the strong backbone of an adaptive company. It provides clear guidance for people operating within the company.
The trip around identity always starts with defining a clear purpose of the company and what value you will to create for whom. You need identify market needs and map it with what you believe your company can create in terms of differentiated value for customers.
Don’t get trapped in pursuing to many disconnected customer segments and value propositions at the same time. That dilutes your ability to focus and reduces the changes to be truly excellent at anything in the long run.
Also make sure to not over-constrain your identity creation by your current portfolio and customers.