The importance of a unified look

A strong, unified look in all of your marketing materials gives you an edge over your competitors. Your sales literature, brochures and website all need to look like they're from the same company. You need to build a brand.

If your sales pieces lack unity in their design you'll leave negative impressions. Your business comes across as disorganized and unpredictable. 

People want to deal with a company they can count on, that won't throw them surprises. To be trustworthy be consistent.

Likewise, the pieces themselves need unity. Stock photos should be kept to a minimum and preferably not used at all. Every image originating from a different source reduces their cohesiveness.