Regardless of what you represent : a small or large company, achieving a visual identity is as important. This is materialized in the company logocolors, motto, all found on a variety of promotional materials.
All these forms and consolidates the brand, and everyone knows that a strong brand sells. The Visual identity, the brand, must be found on a website like web identity. All graphics and advertising, promotional materials and online advertising should be unitary and should consolidate the brand.