Consistency vs. Coherence
“But, similar to how molds are created to ensure that every component of a product is manufactured in exactly the same way, this consistency can become repetitive and doesn’t go far enough to create truly equitable relationships between people and the products and services that they use. It is better to strive for coherency, where the consistency that we’ve already described in our design is married with a system of meaning that people can believe in and choose to be a part of: the brand.
This belief comes from the brand, and tying the two together–interaction and brand–in a coherent system will facilitate experiences that are richer and lasting. We must create the brand pattern.”
— How Do You Turn Pixels Into A Full-Blown Brand Experience?