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

County streamlining, expanding some GRTC routes in Henrico


Some of Henrico County’s busiest GRTC bus routes will expand to include weekend service and will be regularly scheduled in 30- or 60-minute intervals, a Henrico Department of Public Works official told the county's Board of Supervisors earlier this month.

“This is about optimizing routes,” County Manager John Vithoulkas said. > Read more.

AAA to host summer car care events Saturday


AAA Mid-Atlantic will host summer car care events this Saturday, July 29, including at one of its Henrico locations.

AAA surveys show that many motorists are unprepared for roadside emergencies, so the organization will offer free battery, tire pressure and car maintenance checks at the events, which will run from 9 a.m. to 1 p.m. > Read more.

Janet James, pastor


Tennessee native Pastor Janet James of Gayton Kirk Presbyterian grew up in a small town surrounded by mountains in Eastern Tennessee called Dayton.

She grew up worshiping Baptist, but that soon changed when she attended college and explored her religious options. James attended a worship and music conference in 1989 in Montreat, N.C., that made her question her career choices. She could not stop studying and reading more about God and decided to go to career counseling. > Read more.

New utility services number for metro area

Richmond city, Henrico, Chesterfield and Hanover county natural gas customers have a new number to call for their utility services.

The City of Richmond Department of Public Utilities has replaced its old number, (804) 646-7000 as well as 311, with it's new number, (804) 646-4646 for all calls relating to utilities. Utilities include natural gas, water, sewer, storm-water and electric street-lighting. > Read more.

Henrico County property transactions, July 10-16


A sample of property transactions during this period appear below:

3714 Pemberton Ave.- $105,000, 720 SF (built in 1957), from William F. Patton Jr. to Jessica Garcia.

510 Besler Ln.- $121,000, 964 SF (built in 1986), from Joseph and Coral P. Bolden to Taneen Marlow.

3502 Westcliffe Ave.- $140,000, 1,564 SF (built in 1947), from Benny H. Wilson Jr. to Benjamin A. Nyannor. > Read more.

Henrico Business Bulletin Board

July 2017
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