Did you know that something as small as a slogan could make or break your business? One of the most critical aspects of any new company is creating a consistent brand and message to back up its products and services. You might have the greatest invention on the planet, and one heck of a technical business plan, but when it comes to formulating and promoting your brand, if it is not done effectively, all bets are off. In fact, this overall theme is so vital, it can either spell success or guarantee failure. Luckily, establishing a brand is a lot like dating, so simply take what you know about both and combine them for universal success; unless of course you know nothing about one, or either. In which case, just trust us.

The First Date
Creating a brand is all about building a relationship with your target market, and everything starts with a first impression. On a first date, if you talk the wrong way, you're toast. If you dress the wrong way, you're doomed. When branding a company, the logo and color scheme you choose are the first impressions your customers will take away with them; like deciding how many details to dish out or how much to drink at dinner. This is a critical opportunity to make your business unforgettable. Your goal is to get more "dates," more glances, and many more sales.

The reputation that you create for yourself initially will define your value to others, both in your personal life, and in your business. Ideally, your brand should appeal to the interests, style and vibe of your target audience. After all, if you know your date hates scary movies, would you suggest Nightmare on Elm Street? Alternately, if you know your date loves to read, better brush up on your Hemingway!

Customers appreciate branding, which makes your message and logo one of the most important aspects of your business (who says looks don't matter?). The more appealing your brand, the more desirable your product becomes.

The Buildup
Alright, you've got them hooked. The look, the language (maybe a little help from the lighting)--no matter what, they're into you. Now, how to maintain the appeal, allure and attraction? Consistency, consistency, consistency. Mixed messages are a major deal breaker in personal, as well as professional relationships. Keep your brand simple and your message steady. If you've been calling every day, don't suddenly drop off the face of the earth. If you've made yourself out to be an expert chef, don't suddenly confess that you can barely control a can opener. Even the most careless consumers can spot an imposter or an inconsistent brand. Fumble with this step and you'll find yourself kicked to the curb. By consistently promoting the reputation you initially established, you'll be illustrating that you're dependable and trustworthy-- two extremely valuable traits for potential customers (and mates).

By now, you're probably at a crossroad with your brand. The initial thrilling attraction between you and your customers is waning and they've grown comfortable with the message you are promoting. You're craving excitement and considering switching it up a bit and trying something new...

Defining the Relationship
Wait! Consistency doesn't have to be boring. On the contrary, consistency yields fruitful rewards such as trust, comfort and familiarity. Your customers love you. A consistent brand shows that you stand behind your product and the needs of your consumer base as well. Constantly changing your message shows unreliability and is warning sign that you have underlying reasons for needing to change. Your potential customers will wonder if there are flaws in your product that require reinvention. In the business of branding (and dating), consistency is key. That doesn't mean you can't have some fun and experiment. "Wow" your customers and surprise them by spreading your message in a variety of ways, over a variety of channels. Just be sure to do it with the same basic message each time. After all, you wouldn't take a date to the same place every night, right? Try something new, take some risks and step out of your comfort zone. Plus, when you have the partnership of a loyal audience, exploring the unknown is a little less scary.

You've made it through the introductory phase and are on your way to the successful marriage between product and purchaser. You no longer have to woo your customers--they already know you're pretty awesome. In fact, they're looking forward to seeing a lot more of you.

So there you have it. First impressions count, always being yourself is best, and investing in a relationship really works. With these simple guidelines, you'll be on your way to developing consistent and effective branding for your company and/or scoring a sweet significant other. If you're lucky, both.