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.