LL Cool J dropped this buttery jam in 1995 with Boyz II Men on the chorus. It was, and is, the backdrop to many a candlelit rooms, but it can also be a reminder that a relationship between a brand and a customer is like any romantic relationship. In order for it to be “more than a crush” you’ve got to have seven basic qualities.

1. Trust. A brand is a promise and you have to keep it if you want your customers to trust you. Don’t make claims you can’t keep.

2. Honesty. Honesty builds trust. And you have to be honest with yourself. Know who and what your brand is, and don’t try to front.

3. Compromise. You can’t and should not be all things to all people. Your brand will have to make trade-offs. Your customer will have to make trade-offs. That’s ok. Neither of you can have it all.

4. Good communication. You need to clearly communicate with your customer. Speak in a language they understand and through a channel they care about. Clearly communicate your brand proposition succinctly. Then listen.

5. Problem solving. Your brand should solve problems for the customer. Focus on solving the problem for them, and they will fall in love. Growing market share or reinventing a coffee experience is not a customer problem. Try again.

6. Understanding. Empathize with your customer. Take time to understand their fears, motivations and world view. Taking the time to understand will help you communicate and problem solve.

7. Self-confidence. Confidence is attractive. If you’re a market share leader, own it. If you’re not, still walk with your head held high. Customers won’t think you’re great if you don’t think you’re great.

So let’s say you’ve got your customer wife’d up. Great. But don’t take it for granted. As Mr. Lover points out, there is always a competitor thinking -

I gotta take ya from your man that's my mission
If his love is real he got ta handle competition
You only knew him five months (That's right)
Besides he drink too much and smoke too many blunts
And I be workin' out everyday thinkin' bout you