Blind Dating Your Customers
Marketing is like inviting someone out on a blind date -- you think of the right things to say, create certain expectations (some companies call this a "brand message"), and score the first face-to-face with a prospective customer. Here's your one chance to go big, state your case, close the deal. If you promise and fail to deliver--your Match.com profile says Tough Biker Guy and you're a skinny surfer dude--your chances for a second date, a repeat purchase, are pretty much shot.
Delivering on your promise is important. So is the consistency of your message. Don't give your customer apples when she's expecting to find oranges. And stay true to a singular statement about who you are, no matter where you are.