Consistency (not to be confused with monotony) is important.  Customer expectations are often times created due to your consistency.

For example, it's fairly common knowledge in Chicago that all Walgreens have Chase ATMs inside.  For Chase customers such as myself, this is extremely convenient.  It's also expected.  You can imagine my disappointment this past weekend when I ventured into a Walgreens that had First American ATMs.  The consistency was broken and my expectations were changed.

My newly gained knowledge that there are Walgreens without Chase ATMs inside have changed my expectations of Walgreens.  I won't assume that when I need cash, all I need is a Walgreens.

Be great consistently.  Once your customers know that you're always great, they will expect it.