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Usually used for specific names so you can know who's account is who's.
For example, my admin account on my Hubs Cloud has the identity "Robin personal gmail" so I can identify who that account is for and which email for that one.

It can also indicate different groups for access.
For example, I am an event organizer. We have week 1 group + a week 2 group.
As the admin, I add accounts for all users. The week 1 group, I assign "Week 1" as the identity. Week 2 group "Week 2". I deactivate Week 2 group's accounts. After week 1 ends, I deactivate the accounts with Week 1 and enable Week 2.

Learn how to activate/deactivate accounts via the Hubs Docs: Limiting User Access to your Hub

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@robinkwilson
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