The ultimate brand-killer is trying to be something different every day just to close a sale with a different customer every day. No organization is for every pocketbook.

You can build a massive company with a very clear brand (Disney: entertain all members of the family; Ralph Lauren: provide the look of the luxury lifestyle; American Girl Doll: in the little girl business), but you can’t even build a successful small business without people having a clear understanding of the value you sell.

Take time today to look at your brand. How do customers describe the value they receive from your business and what it is like working with your organization? Clarify what your organization stands for and communicate that to your employees, customers, and prospects. Also, clarify what you don’t do and what value you don’t provide. Don’t try to be all things to all people.