As consumers transition between one screen at the next, your brand materials don't need to look identical but DO need a consistent brand system & message to avoid confusion and authenticity issues with your brand story.
Brand consistency is important, just take a look at the email I received today (2nd July 2013) from Dot Com Gift Shop. I'm a long standing repeat customer and have enjoyed seeing the brand develop a strong online identity over the past few years. Much as I like the business however, their latest email was jarring, with a visual style completely at odds with their usual branding.
Inconsistent branding makes it harder for people to verify the authenticity of your communications
Take a look at the screen grabs below and consider the fonts, colours and general styling. Do you see any visual consistency?
If your branding isn't consistent it is harder for people to verify the authenticity of your communications, making them less likely to convert as a direct result. Lack of visual consistency also looks careless and unprofessional which will have a negative impact on customers perception of your brand.
Read more from the source: socialmediatoday.com