I was reading Seth Godin’s Blog the other day and came across this story entitled, “Stress.” 
Of course the article wasn’t about stress at all; it was about knowing
who you are as a business and making sure your clients /customers know
exactly who you are as well.

Here’s an excerpt from that piece:

“That thing you’re marketing… Does it add to stress or
take it away? Is it stressful to talk about it? Buy it? Get rid of it?
Is it more stressful not to buy it than it is to go ahead and buy one? Does it promise to reduce stress, but end up causing more”

I suggest you read the article.  It is only three short paragraphs,
but it speaks volumes.  As I pondered what he was saying, I reflected
back on a company I worked with several years ago.  “You need to define
very clearly who you are and you need to be sure your customers get the
same message you think you’re sending,” I told their management team. 
“If our customers don’t know who we are by now, maybe we don’t even
need them as customers anymore,” the CEO replied.

Of course, since the management team lined up behind the leader of
the band.  Now that’s a pretty arrogant attitude for someone whose
sales have been down for 5 quarters in a row.  It also reflects an
inflexibility in your attitude and unwillingness to explore the
possibility you might be wrong (both of which can be fatal in business.)

Over the course of the next few weeks, we were able to agree that
the customer base of this business had absolutely no idea who the
business really was, and we started the process of “defining the
brand,” so we could begin to build it.

Take a look at your business.  Do you know who you are?  Do your
customers have the same understanding?  Is there anything you can do to
clarify things for them?  If you’re not sure of the answers to these
questions, ask some of your bigger customers who they perceive you to
be.  This can be very enlightening and it can change the way you do
business.

At the end of the day, you’re either part of the problem or part of the solution.