In most markets, products and services are similar. Companies distinguish themselves not by what they offer, but who they are.
Establish a clear mission statement and communicate that mission to employees. Continually emphasize commitment to your values in order to give employees something to stand by when they need guidance.
According to Gallup, only 41 percent of employees know what their employers stand for and how that mission differentiates their company from the competition. Sales and marketing departments depend on a concrete mission to convince prospects. Avoid becoming an also-ran by establishing a vision, sticking to it, and communicating it.