Has your company had a rough time finding its voice and promoting its unique brand identity? In order to craft a strong signature identity over time, it’s important to take cohesive and strategic steps company-wide. Every business needs a good brand in order to attract customers, establish itself in its marketplace niche and have a good basis for future marketing campaigns, but identifying the components that go into brand-building isn’t always easy. If your company is still trying to find its brand image, try zeroing in on these three essential components.

1. A Consistent and Emotionally Appealing Narrative

Corporate identities only truly resonate with consumers when they’re emotionally appealing, so whenever your company begins to craft a new piece of marketing or a values statement, it’s important to focus on crafting a consistent and emotional narrative. Appealing to customers’ feelings while displaying your company’s values and living out its mission statement is one of the best ways to form a connection with those customers. When consumers feel an emotional link to a given company, they are much more likely to continue using its products or services rather than those of its competitors over time. This means the right narrative could end up giving your bottom line a boost!

2. Demonstrated Niche Knowledge and Expertise

If your company wants to become known as an expert and reliable authority in its field, it’s important to build that demonstrated knowledge into your brand. Showing off niche expertise can help you gain clients and build a strong reputation. To make the most of this angle, your company may want to showcase:

• Unique offerings that set the company apart from competitors
• Years of experience in the business
• Strong testimonials from satisfied customers and clients
• A company blog demonstrating niche expertise

3. A Detailed, Long-Term Marketing Strategy

Lastly, a comprehensive, forward-thinking marketing strategy is a key component in building any brand. Make sure to detail your plans for maintaining a consistent brand over the coming quarters and fiscal years. Keep your message consistent across:

• The company website
• Print and digital advertisements
• Slogans and mottos on merchandise and in stores
• The corporate culture and customer outreach approach

Having a strong, cohesive and unique brand identity can take any company to the next level, strengthen marketing efforts, carve out a niche within the industry and boost corporate reputations. If your business has been struggling to identify its brand angle, make sure you have these three essential components in place. With the right emotionally appealing narrative, demonstrated expertise and clear-cut marketing strategy, you can craft a great brand for your business.