The consumer needs to receive a deliberate and consistent message at every contact point with your brand to avoid confusion. If a consumer picked up your brochure it should look and feel your website, Facebook, etc. People choose places that are recognizable for the reason that these places appear known, established, and trustworthy. Some destination brands lack cohesiveness in their image because they try new things too often. You may be tired of seeing the same colors and layouts, but your potential customers may just be starting to grasp your unique identity. Keep with it and the payoff will arrive.
Consistent brand identity gets everything working together thus your social media, website, ads, employees and materials reinforce, strengthen and amplify one another. The sum is greater than the parts. Only then will consumers experience a unified, consistent, and powerful sense of your brand far beyond the actual dollars you spend.