What is a Brand?

A brand is an idea, it is real estate in the mind of an individual that provides a very specific message.

Good branding will be consistent and always refer to its self and its past to reinforce what it already built.

Poor branding will blur lines in the minds of your audience and like a terrible neighbor will disregard imaginary boundaries and leak onto its neighbors lawn. When you violate your brand by changing, or conflicting or confusing what it is that your brand stands for you audience will at worst be offended, or at best get bored.

Consistency is a cornerstone of brand development, you should fight for consistency because your brand depends on it.