Regardless of how hard you work at everything else,
a generic clip-art logo says: "generic clip-art business."
Americans are the best-trained consumers in the world. We have a seventh sense for when a brand identity just isn't right. Generic shapes, poor lettering, and uninspired colors are dead giveaways that you're not that concerned about your brand. The consumer's brain-ever desperate for belonging-translates this to: "This business isn't worthy of my brand loyalty."
"Your doughnuts might be good, but I don't just want good doughnuts. I want to be the guy walking into the office with the pink Voodoo Doughnuts box."
"Your coffee's good, but I'd rather be part of the Dutch Mafia."
"I can see some merit in fully funding education, but when I spend $10,000
to attend the Fiesta Bowl, I'm a real Duck."
When your business lacks a strong identity, your customers can't make it part of their own identities. That's why skimping on brand identity can be deadly to your business.