Important for a business as big as Cargill or as small as that new mom and pop startup. It is an excellent building block to have in place to save yourself and any designer time when it comes to making choices on your identities behalf. Taking time to package your ideas, personality, color preferences, fonts, logos, icons, etc. enables to you to (1) make decisions, and (2) have everything in one tight, concise document.

Your time should be spent taking care of business, not over analyzing every font, color, style for print, web and digital output. Lay the foundation and breathe easy that everything will follow suite.