Each map is a graphical communication system that uses various elements to fulfill the purpose it was created for.
Map design is not a standardized process. The choice of scale, the graphic and verbal elements composition, colors and symbols must initially visualize -as far as possible- a meaningful result and make it really useful to the reader.
At the same time, however, design can integrate information about your products or services and give the style that suits them so that the final composition becomes part of your corporate identity. If this is a point anyway...