The Entrepreneur’s Corner

Did you know that right now, someone could be judging your company’s brand based on your email, website content or recent newsletter? After reading each piece, what impression do you think they have: a consistent, well-crafted brand experience or a disjointed story that fails to support any unified purpose?

Whether or not you’re directly involved in your company’s marketing or communications, every touchpoint you offer the marketplace affects your brand’s reputation. At Zuula Consulting, we find that while many companies have a thorough understanding of their visual brand (logos, colors and overall design standards), they frequently overlook another highly important component: the verbal brand.

A verbal brand unites and guides your messages’ content and personality so your audiences cohesively understand your company. From our perspective, an effective verbal brand must address three key components: your brand purpose, brand story and brand voice. Your brand purpose captures the reason why you’re in business and how you’re different than competitors. Knowing these details helps identify your brand story — the unified message expressing your company’s purpose. With those attributes established, you create your brand voice: the tone, personality and key phrases that share your brand story in all communication.

Together, these pieces build a solid brand experience where you reinforce exactly who your company is, what you value and why your audiences need you — with every communication. Without a succinct, powerful verbal brand, you risk confusing consumers with inconsistency, creating doubt about your company’s purpose and strength.

In fact, imagine your business is an actual person. And with every contact, their personality differs: One day they’re soft-spoken and demure; another day, charming and outgoing; and yet another day, abrasive and serious. At first, their inconsistencies confuse you. Eventually, your inability to understand them makes you question whether they’re dishonest. With distrust embedded, you now avoid seeing them at all.

The same goes for a business.

By communicating unified, accurate messages about your company, you fuel trust — and understanding of your brand — to consumers. When your company consistently meets (and exceeds) that trust, you develop solid brand loyalty.

And in today’s environment, trust is not easy to come by. According to the Harvard Business Review, 62 percent of adults in 20 countries trust corporations less since the recession hit. Diminished trust ultimately leads to lower brand value. Decrease the brand value, and you’re constantly challenged to differentiate yourself and reinforce your purpose.

So, in our time-crunched, recession-wary world, how do you effectively communicate value while engaging your audiences so they trust what you provide them?

Start by ensuring a common understanding unites all your communication with brand-focused messages that speak directly to your target market’s unique needs. For in the end, if you can’t move the market to choose your company over another, you risk losing them altogether. And when you look at companies with amazing loyalty behind them, such as Apple and Disney, your brand — and your customer’s experience — has the ability to last a lifetime.

Deanna Lorianni is co-owner and principal of Zuula Consulting, a writing firm specializing in verbal branding, copywriting and writing coaching. Contact her by e-mailing .(JavaScript must be enabled to view this email address), calling (804) 308-3194 or visiting http://www.zuulaconsulting.com.
Bail Bonds Chesterfield VA

New law paves way for delivery robots

Having your groceries delivered by a robot sounds like something out of The Jetsons, but that prospect is not as futuristic as you may think.

For the second year in a row, the Virginia General Assembly has passed a law to legalize the operation of autonomous vehicles. Beginning July 1, “electric personal delivery devices” will be allowed to operate on sidewalks and other shared-use paths throughout Virginia.

> Read more.

Virginia schools must soon test for lead in water

With the water crisis in Flint, Michigan, safe drinking water is a high priority nationwide, especially for children. Beginning July 1, schools in Virginia will be required to test their potable water for lead.

Senate Bill 1359, which Gov. Terry McAuliffe signed into law on March 20, seeks to ensure that local school boards test the drinking water in schools and that it meets federal guidelines. The Food and Drug Administration recommends that the level of lead not exceed 15 parts per billion. > Read more.

Business in brief


The Virginia Society of Certified Public Accountants (VSCPA) has announced its officers and Board of Directors for the 2017–18 fiscal year. At-large Board members include: Anne B. Hagen, CPA, of Masonic Home of Virginia in Henrico. The officers and directors were sworn in at the VSCPA’s annual business meeting on May 16 in Williamsburg. > Read more.

Free weekly 5k coming to Henrico

The Richmond metro area is no stranger to 5k races and events. To participate in most 5k events, runners must register and pay a fee. But the Parkrun organization will be providing Henrico County with a free 5k every Saturday at Deep Run Park starting June 3.

Parkrun began in England in 2004 and eventually found its way to the U.S.

The Deep Run Parkrun program will be the 10th one in the U.S., said Darrell Stanaford, the country manager for Parkrun USA. > Read more.

State Police urge motorists to #MoveOver during Memorial Day weekend

Memorial Day signifies the official start of summer, and Virginia State Police officials are urging motorists to "do what’s right when they see lights" and move over.

The “Move Over” law is a lifesaving law intended to protect public safety professionals and highway workers who help to maintain the safety of the Commonwealth’s roads. State Police are using the #MoveOver hashtag on social media to promote the law. > Read more.

Henrico Business Bulletin Board

May 2017
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Moody Middle School’s third annual Moody Raider Golf Tournament, benefiting the PTA Raider Athletic Booster, will start at 8 a.m. at Belmont Golf Course. The cost is $65 for adults and $55 for students or children under the age of 18 and includes 18 holes of golf and cart, lunch provided by Bob Evans, one raffle ticket, goody bag and prizes for closest to pin and longest drive. The funds will help provide Moody’s 13 athletic teams with new equipment, uniforms, first aid supplies, and field maintenance. Registration deadline is May 5. For details, visit http://tinyurl.com/RaiderGolfTournament. Full text

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