When it comes to branding, the key is consistency.

Brand consistency just means keeping your branding the same across all your marketing platforms and campaigns. It also means keeping your company’s actions and communications in line with your values.

According to a report by Circle Research, 77% of marketers say branding is absolutely crucial to their growth. So, why is it so essential to present a brand-consistent face to the world?

Here are three reasons.

Because consistency builds trust—and insurance is all about trust