yes, consistency in your brand is still important

If you're not already following Kaitlin Gallucci at BeneathTheBrand.com, you really should. She has a post everyday, and they're all branding gems that you shouldn't miss. Hers today on "consistency" in branding is especially relevant because, as she explains in the article, people seem to think the days of consistency are over.

Wrong.

According to Hunt, “research shows that businesses with well-managed, consistent brands are worth up to 20% [more] than those who aren’t.”

Gallucci continues:

Branding consistency is a primary means of brand recognition. Imagine if a company didn’t maintain a consistent brand name; not only would it probably go virtually unknown, it would appear unreliable, not to be trusted.

Bingo. If there are two things you should remember about branding, it's that consistency and singularity are the building blocks to brands with staying power. Change your brand, or junk it up with line extensions or silly bells and whistles, and you lose value -- or, kill your brand altogether.