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 .

More cyclists on the way

Riders to pass through county on East Coast Greenway tour
From October 4-9, 35 cyclists will be riding through Henrico County as part of a 325-mile tour of the East Coast Greenway (ECG) route from Fredericksburg, Virginia, to Raleigh, NC.

A 2,900-mile trail route that extends from the Canadian border at Calais, Maine, to Key West, Florida, The East Coast Greenway is heading into its 25th year. The Week A Year (WAY) Tour is an annual ride and fundraiser that has been working its way south since the first WAY Tour launched from Calais, Maine in 2011. Riders cover a different section of the Greenway each year and are on target to complete the route in Key West in 2019. > Read more.

Henrico woman wins $1M in Va. Lottery game

When Amanda Spiller of Henrico saw that she’d won the $1 million prize in the Virginia Lottery’s $100 Million Cash Extravaganza game, it didn’t immediately sink in.

“I was in shock. . . complete shock,” she said. “I had to double and triple check.”

She bought the winning ticket at the 7-Eleven at 2750 Hungary Spring Road in Henrico. She had the choice of taking the full $1 million prize over 30 years or a one-time cash option of $681,000 before taxes. She chose the cash option. The store received a $10,000 bonus from the Lottery for selling the winning ticket. > Read more.

Weekend Top 10

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


Reader Survey | Advertising | Email updates


Medical Alert for Seniors - 24/7 monitoring. FREE Equipment. FREE Shipping. Nationwide Service. $29.95/Month CALL Medical Guardian Today 888-709-2147
Full text

Place an Ad | More Classifieds


The Henrico County Economic Development Authority, an organization dedicated to encouraging the positive growth of Henrico businesses and communities, is hosting the CATALYST Business Workshop for the second straight year.… Full text

Your weather just got better.


Henrico's Top Teachers

The Plate