One of the more interesting aspects of building web sites is the way it forces an organization to look at itself. If done right, a web site project will lead the organizational stakeholders down a path overrun with questions like 'who are we?' or 'how do we want to be perceived?' When there is dissension on the answers, it gets really interesting.
How does one web developer help an organization overcome an identity crisis? I'm not sure if any quick answers exist. But, I do know what not to do: do not take sides! If the process is sound the issues will sort themselves out.