A corporate ID is the literal face of your business. Just like your friends and family can recognize your physical face, your customer and potential customers need a way to recognize your business. Without it, you might as well be standing in a crowd with a mask over your face. You could hold up a sign telling folks how nice and friendly you are, but folks will want to look into your eyes to make their own judgement. Well the same is true with a business or organization.
Imagine for a minute that you have $5000 to donate to a charity. Four of the five charities that you are considering have nice slick corporate packages. (Nice brochures, well presented logo, professionally built website…) The fifth one has nice information, but they failed to budget the expense of presenting their charity in a professional manner. Instead the just hoped for word of mouth and luck. Guess which charity is not going to get your money?
The organization above may very well support a noble cause that you very well WOULD want to give the money to, but because they had a mask on in the crowd, you assumed they were not a factor, or worse yet…never even noticed them.
Also we live in a world where assumptions are the rule that many live by. Fair or not, most people make assumptions based on image. You cant portray an image…if you dont have one. Folks will assume that you are unprofessional or uncommited, even if the total opposite is true.
So in our tough economy, help yourself out. Take off the mask and let the world see who you are. It is an investment a business can not live without.