When your creating or building your companies brand, consistency should be a top priority. Being consistent in your branding will lend your business an air of professionalism and competency.  If a company’s branding is inconsistent, what does that say about their products or services? A good strategy is to create a set of branding guidelines that  includes a unified color scheme, font use, logo size and placement. This will be used in all aspects of the company i.e. website, fliers, mail outs, business cards etc. Doing this will increase your brand recognition. Straying from these guidelines can potentially hurt the brand awareness you are trying to create,  also it may give customers a negative impression and inspire doubt in the overall reliability of your product or services.