Great article. I think, as with anything it's a "you get what you pay for" scenario. There are certainly small business identity consultants you can hire through the various free lance websites for much less than what the identityworks.com article states but I'd be very careful of what the price is. I do believe you can get some very serviceable identity elements for your business for under $10,000 and have seen plenty of examples. Call 3-5 local graphic designers and see if they do identity consulting or can recommend someone who does. Then, give specific instructions and get quotes. That's the only true way to know. Good luck.