A consistent brand is both reliable and familiar. Try thinking of branding as you would a friend that you see every day. Regularly coming into contact with somebody who behaves in a consistent manner ensures that their identity (a culmination of their beliefs, traits and visual appearance) is fairly easy to establish. Someone who constantly alters their behaviour is very difficult to second guess – how can we establish trust and depend on people when they are completely unpredictable?
The above analogy is rather effective at highlighting how a brand, through consistency, can become much more than the sum of its parts. It requires uniformity and an embodiment of core values, from the broadest elements right down to subtleties. A consistent brand is instantly identifiable via small visual cues. Even the tiniest details (such as use of a certain colour or shape outline) can trigger an emotional response in people.