Set the bot name, avatar, banner, and visual identity.
Identity tokens are emojis the bot uses inside its built-in messages. You customize them here once and they change across all its messages at once, rather than editing every message individually.
A bot carrying a default name and a grey avatar looks like a stranger in your server. The bot profile page gives you full control: the display name members see, the username, a bio up to 400 characters, and the avatar and banner up to 10MB. The page shows you the accepted dimensions, aspect ratios, and file types for each image before you upload.
Watch the username in particular: Discord limits changing it to roughly twice an hour. So choose it carefully the first time, or you will be waiting just to fix a typo.
The identity page solves a deeper problem: the bot uses symbols inside its built-in messages, and changing them one by one across every message is impossible. Here you customize them once and they change across all its messages at the same time.
Bot emojis belong to the bot rather than your server, so they never eat a single one of your slots. You upload them up to 4MB with a name of 2 to 32 characters, recolor them with a solid color or a gradient at an angle you set, and search, rename, and copy their token.