Henrico County VA

The Entrepreneur’s Corner

A strong verbal brand can empower your company
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 Bondsman Henrico VA Richmond VA
Community

Tournament supports adoption efforts

Among participants at the Seventh Annual Coordinators2Inc Golf Tournament and awards luncheon Oct. 3 were (from left) Rebecca Ricardo, C2 Inc executive director; Kevin Derr, member of the winning foursome; Sharon Richardson, C2 Inc founder; and Frank Ridgway and Jon King, members of the winning foursome.

Held at The Crossings Golf Club, the tournament will benefit placement of children from Virginia's foster care system into permanent families through Coordinators2. > Read more.

A.C. Moore to host winter craft day for kids

Event will help kick of Marine Corps' 'Toys for Tots' campaign
All 140 A.C. Moore locations will serve as drop-off centers this year for the Marine Toys for Tots Foundation, and all toys collected will stay in the local communities served by the stores in which they are donated.

On Saturday, Nov. 15, the Willow Lawn location will kick off the month-long program by hosting a "Make & Take" craft event for kids. Children ages six and older will be able to make a craft and take it home with them. Representatives from the Marines will be in-store to teach customers about the Toys for Tots program. A.C. Moore team members will be on site to help with the crafts. > Read more.

CCC seeks donations for food pantry

Commonwealth Catholic Charities is in desperate need of food donations for its community food pantry that serves the region’s low-income families, according to officials with the Henrico-based nonprofit.

After moving into its new location this past summer, the agency has dedicated a larger space for the pantry but the shelves are practically empty.

“As we head into the holidays and the weather turns colder, the need for food becomes even more critical, but unfortunately our cupboards are nearly bare,” said Jay Brown, the agency’s director for the division of housing services. “Donations of food will allow us help provide.” > Read more.

Page 1 of 119 pages  1 2 3 >  Last ›

Entertainment

‘Sizing Up!’ opens at Cultural Arts Center

The Cultural Arts Center unveils a new exhibit – "Sizing Up!" – Nov. 20-Jan. 18 in the Gumenick Family Gallery.

Artist Chuck Larivey has spent the past three years "sizing up" – creating large-scale oil paintings that are designed to engage their viewers in a monumental way by using size to captivate them and make them a part of the artistic experience.

The exhibit is appropriate for all ages and is free and open to the public at the center, located at 2880 Mountain Road in Glen Allen. > Read more.

Weekend Top 10


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

A ‘Life’ well lived

Animated ‘Book of Life’ overcomes average storyline with extraordinary presentation, details
“Beauty is only skin deep” applies all too well to The Book of Life. An animated feature from first-time director Jorge R. Gutierrez, The Book of Life spins a classic love triangle – two childhood friends, Manolo (Diego Luna) and Joaquin (Channing Tatum) both in love with Maria (Zoe Saldana).

Maria, in all honesty, is a little more interested in Manolo’s musical charms, but her father wants her to marry the boastful and militaristic Joaquin. And when two gods, La Muerte and Xibalba (Kate de Castillo and Ron Perlman, respectively), turn this little love triangle into a wager (as gods often do), Manolo’s quest for true love will take him through life, death, immortality and the underworlds of Mexican folklore.

Now, back to the “beauty” part – because as far as the visuals go, The Book of Life is the most extraordinary animated film to hit theaters this year. > Read more.

Page 1 of 107 pages  1 2 3 >  Last ›







 

Reader Survey | Advertising | Email updates

Classifieds

DISH Network. Starting at $19.99/month PLUS 30 Premium Movie Channels FREE for 3 Months! SAVE! & Ask About SAME DAY Installation! CALL - 888-714-7955
Full text

Place an Ad | More Classifieds

Calendar

Lavender Fields Herb Farm, 11300 Winfrey Rd., will present a “Fresh Garland Making” class from 10:30 a.m. to 12 p.m. Make a six-foot garland from fresh cut evergreen boughs which… Full text

Your weather just got better.

Henricopedia

Henrico's Top Teachers