A good rule of thumb for any organization is to constantly survey the marketplace and see where you could improve compared to the alternative. What you have to offer is being offered elsewhere already. So what are you doing to differentiate yourself? What could you do better? Set that competitor either as a benchmark to overstep, or a cautionary tale of what not to do.
Check out the blog for entries entitled “Brand Talk” to see what some companies are doing right…and wrong.