In the modern digital landscape, your marketing initiatives will reach out to your audience through a number of channels. Building a strong brand identity that carries through those channels helps them to identify your brand across all of them. This recognition is key in building and nurturing a relationship that leads to sales conversion.
Keeping consistent style and branding between your different marketing channels such as email, ads, and web pages can help your audience recognize you and your communications immediately when they see them. This helps nurture the identity you are presenting to them, building their opinion of your brand and organization to help move them toward purchasing.