The one thing you need is a manifesto. If you want your staff to believe in your business and ultimately your customers/clients to believe in it - you need a written manifesto that is on paper that you can feel. Not on email, not online in a shared drive or database but a piece of paper.
You need to have a written manifesto that everyone knows by heart and understands what we are (the company) about and why. This is what they think of when they hear your company name, when they see your logo, your letterhead, when they see your email domain, and you leave a voicemail with the company name. This is the first step for a business, before a marketing plan, before a business plan, or a sales strategy or the respective divisions. This is what truly matters about a business. Everything will flow from this manifesto. It has to be clear, concise and heartfelt. It has to be what you're about and convey why a customer/client would want to work with you.