Your brand represents your personality and the kind of perception that people will have with respect to your brand. It is because of the existence of brand that people recognize your products or services effortlessly. Consistency in branding is expected for the above mentioned reasons. Inconsistency in branding indicates inconsistent personality which not a must have perception for a brand. Every time there is an inconsistency in branding, you will have to put in more efforts to market your brand to raise customer awareness which means more investment. Inconsistency would also make brand recognition difficult giving your competitors an edge above you.