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.
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Crime Stoppers’ Crime of the Week: Sept. 18, 2017


Crime Stoppers is seeking information about a shooting in Richmond that resulted in an injured child and the murder of an adult.

At approximately 10:21 p.m., Sept. 9, Richmond Police were called to the 3200 block of 5th Avenue for a report of a person shot. They quickly located two victims suffering from gunshot wounds, a 57-year-old male and a 9-year-old female. > Read more.

Business in brief


Commonwealth Senior Living at the West End, located at 2400 Gaskins Rd., will hold their grand opening on Oct. 3 from 4:30 p.m. to 6:30 p.m. The community recently underwent a multi-million-dollar renovation which included the addition of a new memory care neighborhood, new resident suites, an expanded dining room, and brand-new courtyards and additional outdoor spaces. Commonwealth Senior Living associates will be on site to provide tours of the newly renovated community. > Read more.

Wegmans to sponsor Turkey Trot 10K


Wegmans Food Markets Inc. will become title sponsor of the Richmond Road Runners Club’s annual Turkey Trot 10K, a Thanksgiving Day tradition for many Richmond area runners.

Wegmans and RRRC have signed a three-year agreement whereby the race, beginning in November 2017, will be known as the Wegmans Turkey Trot 10K. RRRC will continue to manage race operations. > Read more.

Publix to open at Virginia Center Marketplace Oct. 11


Publix will open its next Henrico location at 10150 Brook Road in the Virginia Center Marketplace shopping center in Glen Allen Oct. 11 at 7 a.m. The store will host a grand opening ceremony at that time.

The location will be the Florida chain's fifth in Henrico, joining those already open at Nuckols Place and The Shoppes at Crossridge in Glen Allen, The Shops at White Oak Village in Eastern Henrico and John Rolfe Commons in the Far West End. > Read more.

Statewide tax amnesty period underway


Delinquent individual and business taxpayers in Virginia can pay back taxes with no penalties and half the interest from now through Nov. 14, as part of the 2017 Virginia Tax Amnesty Program, which began Sept. 13.

Approved by the 2017 General Assembly, the program assumes collection of $89.5 million for the general fund to support education, health, and public safety, as well as to provide a cash reserve. > Read more.

Henrico Business Bulletin Board

September 2017
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The Richmond Brain Aneurysm, Stroke and AVM Support Group meets on the second Tuesday of each month from 6:30 p.m. to 8 p.m. at the Bon Secours St. Mary’s Evelyn D. Reinhart Guest House, 1100 Libbie Ave. The support group is sponsored by the Joe Niekro Foundation. For details, email .(JavaScript must be enabled to view this email address). Full text

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