If you want to have string property(varchar column) as a Primary Key, you should not pass KeyGenerator parameter in the IsIdentity() method. The KeyGenerator enum should be used, if you have GUID or int column and you want to have KeyGenerator - Autoinc, IncrementalGuil and to not specify manually the key. But for varchar columns there isn't any KeyGenerator, so you should manually set the PrimaryKey value. In conclusion in your case the fluent definition for the property should look like:
configuration.HasProperty(x => x.Name).IsIdentity().ToColumn(
I hope that helps.
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