Tony Robbins, the iconic motivational speaker and author, often says that it’s not what we do once in a while that shapes our lives. It’s what we do consistently. This statement can just as easily be applied to companies. Organizations are defined by what they do day after day and how they talk about themselves. If your firm has conflicting or even inconsistent messages, it will be much more difficult to highlight what makes you unique and why a potential customer or client should hire you. Just think about it. If all of your employees have different answers when asked about your company’s services or vision, what does that mean? If you have difficulty explaining who you are and what you do, why should others work with you?