Having recognisable branding means people become familiar with your aesthetic. The more they see you, the more they will start thinking of you as a leader in your field and the brand to buy from.
Many consumers first turn to social media when making a new purchase so being active and consistent will help reassure them when making their purchase.
Potential online customers are always looking out for how you treat your customers online, even when responding to critique. This can be scary at first but try to take this as an opportunity to showcase how incredible your customer service is which will reassure any future customers that they are buying from a reputable brand.