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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 .
Community

Lions Club donates backpacks to elementary school

The Richmond West Breakfast Lions Club (based in western Henrico) recently donated 59 backpacks to the Westover Hills Elementary School on Jahnke Road.

Above, club members display some of the backpacks prior to their distribution. > Read more.

Glen Allen student to perform at Carnegie Hall

Thanks to a first-place win in The American Protege International Vocal Competition 2014, Glen Allen High School student Matija Tomas will travel to New York City to perform at Carnegie Hall in December.

At the first-place winners recital in Weill Hall, Matija will perform Giacomo Puccini’s opera aria, “Chi il bel sogna di doretta.” She will perform with other vocalists from around the world and have the opportunity to win other awards and scholarships.

Locally, Thomas has performed with Richmond’s renowned Glorious Christmas Nights, Christian Youth Theatre, and WEAG’s Urban Gospel Youth Choir. > Read more.

Gayton Baptist Church dedicates new outreach center


The John Rolfe YMCA and Gayton Baptist Church have partnered in an effort to bring greater health and wellness opportunities to the community.

Through this partnership, the John Rolfe Y will run Youth Winter Sports programs, including basketball and indoor soccer, in Gayton’s newly renovated $5.5 million outreach center that features a new gymnasium, youth and teen space, social space with café, meeting space and full service commercial kitchen. > Read more.

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Entertainment

Film industry training program planned for this weekend

The Community College Workforce Alliance (CCWA), in partnership with the Virginia Film Office, will offer "Get Your Start in the Film Industry," a two-day seminar designed to prepare workers for film, television and commercial projects in Virginia. The course will be held Oct. 4-5 at the Workforce Development and Conference Center, 1651 Parham Road in Henrico, on the campus of J. Sargeant Reynolds Community College.

The training will be taught by Gary Romolo Fiorelli, an accomplished assistant director for film and television projects, which include the television series Sons of Anarchy and ABC’s current drama Mistresses. > Read more.

The Boathouse to open at Short Pump Town Center

The Boathouse restaurant will open at Short Pump Town Center in the spring, its third location in the region.

“People have asked us to come to the West End for years,” said owner Kevin Healy. “When the opportunity arose, we knew had to jump on it.”

The new restaurant will be located in a 5,800-square-foot space under the Hyatt House Hotel at the town center and will include a large outdoor patio. > Read more.

Getting a ‘mouf’-ful

Boka Kantina exceeds its strong food truck reputation
Already a fan of Boka fare from outdoor events with the Tako Truck, I was delighted to learn of the new restaurant, and eager to see if its reputation held up after putting down brick-and-mortar roots.

Would the food lose its zest if I wasn’t enjoying it in the great outdoors? Would it seem pedestrian served from an ordinary kitchen instead of a truck?

Would the tacos be less satisfying as an antidote to normal lunch hunger – instead of being ingested to stave off desperate hunger after a long afternoon of crowds, sun, and tedious lines? > Read more.

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Enjoy a musical tribute to the legendary Judy Garland featuring Debra Wagoner with pianist Anthony Smith at 7 p.m. at The Cultural Arts Center at Glen Allen, 2880 Mountain Rd.… Full text

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