How do you see Brand Identity on your Startups? I will not promote

Do you prioritize building your brand identity in your startup or product, including interface design? Where does it fit in your workflow? Do you view it as an investment that boosts confidence in pitch decks, improves storytelling, and enhances trust? How much of your budget would you allocate to it? Where would you find these services? Interested in your thoughts and I will not promote!