The Entrepreneur’s Corner
By Deanna Lorianni, Special to the Citizen 03/21/11
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.
George Washington is recognized as the father of our country, but with a bill signed into law by Gov. Terry McAuliffe, Washington also will be recognized under another title – distiller of Virginia’s official liquor.
SB 1261, sponsored by Sen. Adam Ebbin of Alexandria, adds a “state spirit” to the list of the commonwealth’s official emblems and designations and crowns George Washington’s rye whiskey with the title.
The bill, which McAuliffe signed last week, highlights George Washington’s contributions to the culture of Virginia as “a native son of Virginia born on February 22, 1732, in Pope’s Creek”; “the first American president, commander of the Continental Army, and president of the Constitutional Convention”; and “a model statesman ... universally acknowledged as the father of our nation.” > Read more.
Gov. Terry McAuliffe on Monday vetoed six bills, including three Republicans said would help prevent voter fraud but the Democratic governor said would create barriers to voting.
McAuliffe has now vetoed 37 bills from the General Assembly’s 2017 session – and 108 during his four-year term as governor, surpassing any of his predecessors.
Republican legislative leaders say McAuliffe has broken his promise to be bipartisan, calling his office “the most disengaged administration we have ever worked with.” > Read more.
Citizen Staff Reports 03/27/2017 Government
Henricopolis Soil and Water Conservation District will hold its annual tree seedling giveaway March 30 at Dorey Park Shelter 1 from 2:30 to 6 p.m., and March 31 at Hermitage High School from 8:30 a.m. to noon.
Studies show that mature trees increase property value, decrease summertime cooling costs by providing shade, slow erosion and reduce flooding. They also provide homes for birds, food for countless creatures, and playgrounds for children. > Read more.
Citizen Staff Reports 03/27/2017 Public Safety
MAR. 27, 11 A.M. – No one was injured by a townhouse fire that occurred early Monday morning in the 200 block of Knightsmanor Court, near the intersection of Azalea Avenue and Richmond-Henrico Turnpike.
The first Henrico Fire officials were on scene in less than four minutes and found heavy smoke and flames coming from the two-story townhouse. Firefighters from the first-arriving fire engine and ladder truck made their way to the townhome involved in fire and searched for victims through high heat and reduced visibility. > Read more.
Citizen Staff Reports 03/27/2017 Government
In observance of National Crime Victims' Rights Week (April 2-8), and to honor victims of crime in Henrico County and raise awareness about crime victims' rights and issues, Henrico County Victim/Witness will hold a commemorative ceremony and informative walk April 5. > Read more.
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.
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.
Metro Diner, a comfort food concept, will open its second Henrico location next month. The company is accepting job applications for its Libbie Place location at 5626 West Broad Street. The diner concept, known for its fried chicken and waffles, meatloaf, and shrimp and grits, will bring 100 new jobs to the region as it plans to open its doors in April.
The 3,500-square-foot diner located in the Libbie Place Shopping Center will seat more than 100 and serve classic comfort food staples with a twist, such as fried chicken and waffles topped with strawberry butter and a stuffed challah bread French toast with strawberry and blueberry compote. > Read more.
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CalendarVarina Library will host a Death Café from 7 p.m. to 8 p.m. Led by spiritual and bereavement counselor Alane Miles, a Death Café is a gathering during which attendees can discuss death and dying in a surprisingly upbeat and informative way. Ask questions about the often-taboo topics of death, dying, grief and funeral practices. Miles has 20 years of experience in the hospice field, hosts the Death Club Radio show on WRIR and writes for Style Weekly. For details, call 501-1980 or visit http://www.henricolibrary.org. Full text