Trying To Insert Row (autogenerate Key) Failing

I am trying to insert a row into a sql table; I set the identity to 'yes' and seed to 1, increment to 1 in sql manager.
My webpage does the insert but I am receiving this error. Any help would be great. Thanks in advance!
Dim mySQL As String = "Insert into Process_Master (ProcessName) values (@pname)"

Dim myConn As SqlConnection = New SqlConnection(ConfigurationSettings.AppSettings("MATRIX_CONNECTION_STRING"))

Dim myCmd As New SqlCommand(mySQL, myConn)

myCmd.Parameters.Add(New SqlParameter("@pname", TextBox1.Text))


myConn.Open()

myCmd.ExecuteNonQuery()

myConn.Close()

BindData()

Cannot insert explicit value for identity column in table 'Process_Master' when IDENTITY_INSERT is set to OFF