Once a brand is established customers and clients will become accustomed to it, any modifications could indicate a change in perception of the product and not welcomed by the customer. First impressions that differentiate you from your competitors help to build loyalty and trust among customers, any major changes could drive those customers to their competitors.
Companies want to make sure you recognize their products, so with consistent branding this allows the customer to distinguish your benefits from another company. If you must impose changes to your image, make sure do incorporate the changes gradually. http://www.talentzoo.com/beneath-the-brand/blog_news.php?articleID=12187
