Something that connects with their customers.
Something that directs their employees.
Something that separates them from the competition.
Some people call this branding. Others call it strategy. Either way, it's simply a promise you make to everyone who comes into contact with your company and sets an expectation of delivery.
Nike's promise is, "Authentic athletic performance."
Ritz Carlton's is, "Ladies and gentlemen serving ladies and gentlemen."
Hallmark's is "Caring shared."
What promise is your business making to your customers and employees that makes it different from anyone else in your category?
Answer that question correctly and you're on the road for the long haul.