It's your story, stick with it

Consistency of presentation is one of the best ways to establish the credibility you need to build customer confidence. The best way to be consistent is to develop an effective overall marketing message for your business and then stick with it. You may change the emphasis of your message to promote a particular product or service at various times, but the main message about what your company is and what you stand for should remain the same. It's a lot of work to build an online identity, and that work is wasted the minute your basic message varies.