The paradox is that few people really do care. Then, when the subject is a company, the matter becomes much more serious.
It happens because a company has a name and a look (logo), has a voice (pay-off, lettering and color-coded), it speaks through its products (packaging), using communication tools (advertising, social, below the line, direct etc.), indirectly through outdoor activities (sponsorship, social responsibility, etc.), directly with PR and press offices.
Moreover, every aspect needs to maintain coherence and recognition.
Losing sight of all this, means losing identity.