We humans have a hardwired love for consistency. It’s what allows us to understand, predict and control the world around us. So when things are consistent (i.e; your brand and service) we trust them.
Take McDonald’s. They have 36,899 restaurants scattered all over the world like viral pustules. Yet no matter where you go, the menu is the same, a Big Mac tastes like a Big Mac, your food is ready in a similar timeframe, the toilet is clean – each visit is a carbon copy of the last.