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

A safer way across


A project years in the making is beginning to make life easier for wheelchair-bound residents in Northern Henrico.

The Virginia Department of Transportation is completing a $2-million set of enhancements to the Brook Road corridor in front of St. Joseph's Villa and the Hollybrook Apartments, a community that is home to dozens of disabled residents. > Read more.

New conservation easement creates wooded buffer for Bryan Park

Five years ago, members of the Friends of Bryan Park were facing the apparently inevitable development of the Shirley subdivision in Henrico, adjacent to the forested section of the park near the Nature Center and Environmental Education Area.

As part of the Shirley subdivision, the land had been divided into 14 lots in 1924, but had remained mostly undisturbed through the decades. In 2012, however, developers proposed building 40 modular houses on roughly 6.5 acres, clear-cutting the forest there and creating a highly dense neighborhood tucked into a dead end. > Read more.

Meet the men running for governor


Virginia will elect a new governor this year.

The governor’s position is one of great power and influence, as the current officeholder, Terry McAuliffe, has demonstrated by breaking the record for most vetoes in Virginia history.

However, during the last gubernatorial race in 2014, the voter turnout was less than 42 percent, compared with 72 percent during last year’s presidential election. > Read more.

RISC to address reading, childhood trauma, job training at assembly

On May 1, more than 1,700 community members representing Richmonders Involved to Strengthen our Communities will gather at St. Paul’s Baptist Church (4247 Creighton Road) at 7 p.m. to address elementary reading, childhood trauma and job training in the greater Richmond region. Community members will speak about each issue and proposed solution.

For three years, the organization has sought implementation of a specific literacy program in Henrico County that it believes would help children who struggle with reading. > Read more.

Henrico to begin update of zoning, subdivision ordinances April 26


Henrico County is beginning a comprehensive update of its zoning and subdivision ordinances — the first such effort in six decades — and will introduce the project as part of the April 26 meeting of the Henrico County Planning Commission.

The meeting will begin at 9 a.m. in the Board Room of the Henrico Government Center, 4301 E. Parham Road. The ordinance update project will be featured as the final item on the agenda. Project consultant Clarion Associates will give a presentation, and meeting participants will be able to ask questions and provide comments. > Read more.
Community

Villa’s Flagler Housing wins national NAEH award


St. Joseph's Villa’s Flagler Housing & Homeless Services was one of three entities to earn the National Alliance to End Homelessness' Champion of Change Award. The awards were presented Nov. 17 during a ceremony at the Newseum in Washington, D.C.

NAEH annually recognizes proven programs and significant achievements in ending child and family homelessness.

Flagler completed its transition from an on-campus shelter to the community-based model of rapid rehousing in 2013, and it was one of the nation's first rapid re-housing service providers to be certified by NAEH. > Read more.

RIR’s Christmas tree lighting rescheduled for Dec. 12


Richmond International Raceway's 13th annual Community Christmas tree lighting has been rescheduled from Dec. 6 to Monday, Dec. 12, at 6:30 p.m., due to inclement weather expected on the original date.

Entertainment Dec. 12 will be provided by the Laburnum Elementary School choir and the Henrico High School Mighty Marching Warriors band. Tree decorations crafted by students from Laburnum Elementary School and L. Douglas Wilder Middle School will be on display. Hot chocolate and cookies will be supplied by the Henrico High School football boosters. > Read more.
Entertainment

Weekend Top 10


For our Top 10 calendar events this weekend, click here! > Read more.

 

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The Modlin Center for the Arts at the University of Richmond will present banjoist Noam Pikelny at 7:30 p.m. in Camp Concert Hall, Booker Hall of Music. Pikelny is a founding member of Punch Brothers, a string ensemble. In September of 2010, he was awarded the first annual Steve Martin Prize for Excellence in Banjo and Bluegrass. Pikelny is a three-time Grammy Award Nominee. His next album, the purely solo endeavor “Universal Favorite” is released this month. Tickets are $32. For details, call 289-8980 or visit http://www.modlin.richmond.edu. Full text

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