When I started Competitive.Business from scratch, it helps me to have a visual identity; it makes sure the colors used in the interface are balanced, according to the created brand, it helps insert small visual images that are brand-related (like the blue dot or the unique shape that represents the logo).
Now that I am planning to redesign the homepage and prepare for a public launch, I spent more time redesigning the new identity.
I know it may not seem vital to focus too much and spend time at this stage on the visual identity, but for me, it helps.
I am not a designer, but I have designing skills 😉 (I know Photoshop and Illustrator). I also had some help from two designers.