Jerimae Yoder and Rich Harshaw talk about your identity and how you position yourself as a market leader in episode 9 of Real Construction Talk.
There are pillars (or categories) that makeup who you are as a company. How you communicate those pillars are of utmost importance to build the know, like and trust factors that help people purchase from you. As you build a report with your customers, your core values will be the things people respond the most to.
Leadership is similar. If you have a core value of listening well and seeking to understand, your team will respond much better to you as a leader.