Any business that succeeds has this mantra. It doesn’t mean they keep doing the same thing over and over again but they are clear who they are and who they are not. This makes decisions easy to make because they know what they will and will not do. They then do these thing(s) consistently refining in response to the market needs and known and unknown desires while aligned to their own values. Everyone involved with the company is clear, consistent and constant in their message both internally and externally.
They know who they are and the market knows what they do. The company, their suppliers and their clients agree. This is brand. They deliver on their promise. This is where trust is created.