Consistency equals identity and identity equals credibility. 

Every brand must fulfil a genuine psychological need of its audience.

Simple truths sell...unique truths powerfully expressed sell better...

Unique truths powerfully expressed, presented consistently at every point-of-contact through every channel, sell better and for longer – integrated communication.

If you don't use brand expression to position yourselves correctly in the minds of your audience, your audience will brand you anyway, usually in about a second or so.