A brand in a lot of ways is a group of associations.
That's why it's important to get your associations clear. Because people don't know how to store completely new things in their mind, so these use shorthand. They ask themselves: "what does this remind me of?" What does this feel like"?, it's through this basis that they start to relate to your brand to fulfill a promise they are seeking to solve.
Now if your brand shows up with different hats each day, these associations will start to get messy.
Maybe one day you wear blue. One day you wear red. One day you serve this audience. The next day you serve the opposite.
Its through these conflicts that friction is created in the mind of the customer.
All associations must be clear.