When you have marketing materials made for your business, such as business cards and brochures, I expect that they are branded in a similar way; the same logo, same color scheme, same photo of you.
So why wouldn’t you also brand your social media? The answer is: you should be branding it to match everything else. As social media become more mainstream venues of marketing, people expect everything to be branded the same. Your Facebook, Twitter, and Blog should quickly and easily represent your image in the same visual manner all your other marketing does. If it does not, customers may be confused, wondering if they are looking at your information or someone else’s information. When everything transitions from media to media smoothly, it gives a professional look to potential customers. Social media is not going away, so pull your head out of the sand and let’s get moving.