Over the past year this photo has been circulating the internet and has caught much attention from branding experts. The philosophical points within this chart highlight the need for consistency within branding.
It has been widely quoted over the years that the average consumer needs to be exposed to at least 17 impressions of your company before they consider doing business with you. Consistency throughout those 17 impressions is key for a brands success. It has also been noted that if there is no consistency within the brand, it will take more than 17 impressions for brand recognition and brand association to make an impression. This could be due to consumers associating some of their impressions with a different company all together.