We only trust the people and things that we know well and interact often with. Brands that are consistent in their visuals, messaging, and experience begin to feel familiar after the first few interactions. A consistent brand also appears to be more authentic.
Companies must stick to their values and core principles, they appear to be more than just entities that we transact with and instead assume a character of their own. Baking authenticity and character into your brand is the fastest way to build credibility and long-lasting relationships with your customers.