One hundred. thousand. percent. You could have the most creative brand in the world, the most clever taglines and a beautiful logo system. But if it's not applied consistently across marketing materials, you're in trouble. Studies show that folx need to see a brand consistently7 times before recognizing and valuing it. So, each time your brand shows up (online or in person) and it looks different... the chances of people trusting your brand lower. Or worse, they just won't recognize it's you...