A well made, unified Brand Identity is important because it is the actual BACKBONE, HEART and FACE of any business. It represents the company’s values, services, ideas and personality. It can generate client loyalty, but it also makes the owner and his employees proud to work together under their strong brand identity that represents them.
If you offer a complete, unified design to your clients, you give them and their employees more that a tool to work with, a simple eCommerce website, YOU GIVE THEM AN ACTUAL DREAM to believe in and to build on ... and you know that this happiness of your clients it reflects also on you, $$

In my opinion the only 3 components an eCommerce website truly needs to become that dream for the owner and his employees, are:
1) a lot of useful functionality, in order to give them the flexibility to sell and promote their products in different ways. (THE HEART)
2) a clean, beautiful, well organized and personalized design for the website Front End, so their clients will feel comfortable to buy, and to transform them in loyal clients. (THE FACE)
3) a personalized, fresh, up to date design for the Admin Area, that makes it much more intuitive and simple to use. (THE BACKBONE)
So, what do you believe? It is important to personalize the Admin Area also? ... beside the great work we, the developers, do already with the functionalities and the themes we use to create eCommerce websites on the OpenCart platform.
Hope more developers with new, fresh and innovative Admin Area Themes will appear in the Extensions Area.
Thank you for your time and involvement and have a great and colorful day!

“respect what you have, but continue to evolve”