Front-line employees: A toy store with grouchy, potty-mouthed clerks? A physician practice with gossipy, unfeeling nurses? That's a recipe for cognitive dissonance. It's fair to say that many businesses don't spend enough time training their employees to represent the company in the best possible light. If possible, take a cue from mystery shoppers and call or visit your company anonymously. Then make training or hiring adjustments to better reflect your company mission and image.

Printed materials: Have a trusted advisor, friend or client review all your printed materials--business cards, letterhead, brochures, invoices, fax cover sheets, policies, manuals, etc.--for inconsistencies between wording and the image you hope to project. And keep in mind that an organization that receives charitable or public dollars should have somewhat subdued, moderately-priced materials unless it's clear that a for-profit company sponsored them. Conversely, a business that caters to an affluent crowd should have materials that convey wealth and high status through paper choice, color, design and typography.

Don't get me wrong. Sometimes it's good to dash expectations, as in the ugly duckling who attends her 20th class reunion as a svelte, ravishing swan. But when it comes to your business, consistency counts.