A number of experts on promoting yourself as an independent artist recommend establishing a personal brand. A look, sound and feel that represents who you are that extends from your creative output to social media. Presenting yourself and your craft in a consistent and attractive package. 

While some degree of consistency may be important, many artists are interesting and inspiring as a direct result of their inconsistency and unpredictability. The only consistency you really need is to be consistent to who you really are. I don't want to be constrained by being just a "folk singer" or "singer/songwriter". Maybe someday I'll want to be a comedic singing inspiration speaker. How would I brand that?