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.
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Thoracic surgeon is first to perform 100 robot-assisted lobectomies in Central Virginia


Graham M. Bundy, a thoracic surgeon with HCA Virginia Physicians’ Cardiothoracic Surgical Associates, is the first such surgeon in Central Virginia to perform 100 minimally-invasive Da Vinci robot-assisted lobectomies (a surgical procedure to remove a lobe of the lung). The procedure is used to treat multiple types of conditions but is most often used to treat lung cancer. > Read more.

UMFS has urgent need for foster parents


UMFS officials say they have a desperate need for more foster families in the Richmond region and Central Virginia, especially those who would receive teenagers currently in the foster care system.

In recent years throughout the state, the number of children entering the foster care system has grown. > Read more.

VSP issues warning about automated traffic ticket email scam

Virginia State Police officials are warning Virginians about an email scam that tells people they are receiving an “automated traffic ticket” from the agency. State Police do not use or issue digital or automated traffic tickets or summonses, however. Anyone receiving such an email should delete it and not click on any links provided in the email, police said. > Read more.

READ Center offers free classes, training to low-literate people


One in six adults in Metro Richmond has literacy issues, and the READ Center in Henrico County is working to address the issue.

Next week – Sept. 24-30 – is Adult Education and Family Literacy Week, a time during which the READ Center is shining a light on its efforts to help some of the 35,000 adults in the region for whom reading, writing and basic math remain an elusive target. > Read more.

Play Day RVA planned for Sept. 21


The Richmond region will celebrate Play Day RVA Thursday, Sept. 21, with activities throughout the area to celebrate the opportunities that exist to play in the community. Dozens of employers, local governments, schools and community organizations will participate by hosting events that integrate playful activities into daily life and spread awareness of the value of active living. > Read more.

Henrico Business Bulletin Board

September 2017
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The GA5K will start at 8 a.m. at Crump Park/Meadow Farm. The race serves as a fundraiser for Glen Allen High School athletic teams, clubs and organizations, and will also help fund a GAHS scholarship. The course offers participants a tour of historic Glen Allen, including Crump Park, Meadow Farm, Mountain Road, and the RF&P baseball stadium. To register, visit https://runsignup.com/Race/VA/GlenAllen/GA5Kilometer. Following the 5K will be the Glen Allen Ruritan Club’s annual Glen Allen Day, which starts with a parade at 9:30 a.m. followed by a festival at Crump Park until 3 p.m. Activities in the park include live music and demonstrations on two stages, a petting zoo, face painting, games, food, an arts and crafts fair and more. Admission and parking are free. For details, visit http://www.glenallenday.org. Full text

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