If you went into a store that sold high-end technology \u2013 tablets, smartphones, and laptops \u2013 but the store did not have a single computer in it, you would sense an inconsistency. In fact, you might even experience a lack of credibility: \u201cHow good can a company\u2019s technology be if they don\u2019t use it in their own stores?\u201d This is exactly why maintaining a consistent brand is so important. If your company specializes in digital marketing but you can\u2019t market your own company <\/i>as a consistent brand, it is unlikely that you would gain a lot of clients. If your company provides incredibly artsy graphic design resources but the branding for the company hasn\u2019t changed since 2001, a lack of legitimacy will manifest. However, if a company effectively uses the same color palate, typeface, and design aesthetics across all mediums \u2013 such as building layout, digital presence, photography, and print collateral \u2013 credibility, legitimacy, and trust in the quality of the company, product, or service will be established early on.<\/p>\n