Successful brands are consistent. You can count on them. Day after day, week after week, year after year. They do what they do and always have done. By being consistent, you can convey the strength of your purpose and your stability. Being consistent is building equity in your brand. Over time, as your reputation grows, you’ll have something valuable in your hands. Keeping your brand consistent, means you must uniformly brand yourself to your prospective and existing customers. However, brand consistency is not always easy.