A modern pop rock musician would think nothing of creating a series of albums that relate to a theme or have a cohesive story line.
A musician would jump at the opportunity to repeat a phrase to establish a consistent emotion to the listener.
So why would that same musician not take that aesthetic approach to marketing? Why not create a theme, and a culture around your images on flyers. Why not make them valuable and pieces of work that only a few people can get?
Why not create a story line within your merch (shirts?). If you want the audience to follow your every move, make it every move part of the storyline. everything an event.