Have you ever tried to explain to a 5 year old why the dime is actually worth more than a nickle? Children are logical and look for consistent patterns. Every other coin follows a logical pattern - pennies are smaller than nickles and worth less, quarters are bigger than nickles and worth more. Pretty easy concept to understand. Except for the dime. I’m sure there is a good reason for its size, but it doesn’t follow a logical pattern that is easy to teach and remember.
When your audience is interacting with your brand (online, in messaging etc), consistency and “logical patterns” are the key to teaching your audience. If your audience has to stop and think, or receives conflicting messages, you’ve confused them and in turn created a negative experience.
Don’t be the dime. Be consistent and make it easy for your audience to be taught and understand. Create the positive experience that keeps them focused and interested.