There are so many variables that are part of this disconnect that it is difficult to pinpoint just one. Take, for example, the personal likes and dislikes that too often are injected into the exercise of developing a corporate identity. They almost never address strategy, target audience or brand. You don't have to look long or hard to see what I'm talking about . I think it happens for a variety of reasons.
New businesses are often faced with budget constraints, so they strive to cut a lot of corners.
Too often design takes a back seat to everything else. I suspect that's a compromise many people are willing to make because they simply don't understand the importance of developing a corporate identity or the intangible benefits that come from doing so. I'm also sure they don't understand how much they're actually hurting their business because if they did, they'd certainly rethink their strategy. After all, a company can't have a good brand if that brand doesn't stand for something. It is crucial to identify a target audience and to develop a unified message that speaks to it.