Next to differentiation, consistency is the second most important principle of branding. Brand consistency is the secret to brand success. With enough repetition, the brand is ingrained in the customer’s mind, preferably linked to things that matter to them.
If you alter or continually make subtle changes to the overall look or messaging of the brand, the important linkages and associations are likely to break down and the brand is at risk of being lost or forgettable. [+]