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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State Police urge motorists to #MoveOver during Memorial Day weekend

Memorial Day signifies the official start of summer, and Virginia State Police officials are urging motorists to "do what’s right when they see lights" and move over.

The “Move Over” law is a lifesaving law intended to protect public safety professionals and highway workers who help to maintain the safety of the Commonwealth’s roads. State Police are using the #MoveOver hashtag on social media to promote the law. > Read more.

Henrico to hold June 8 open house on Route 5 Corridor/Marion Hill study

The Henrico County Planning Department will hold an open house Thursday, June 8 for residents and other members of the public to provide input for a study of the Route 5 Corridor/Marion Hill areas.

The open house will be held from 4:30 to 7:30 p.m. at the Varina Area Library, 1875 New Market Road. The meeting’s informal structure will allow the public to attend at their convenience and to ask questions and discuss the study one on one with Planning staff. > Read more.

Henrico real estate staying strong despite low inventory

The Henrico real estate market has been relatively strong for the past month, despite a lower amount of inventory, according to data from Long and Foster Real Estate.

In the past month, 408 homes have been sold in Henrico, which is 2 percent less than were sold in the same timeframe in 2016.

Last year the median sale prices for Henrico homes was $219,975, whereas this month it's up to $232,500, a 6 percent increase. Which means half of the homes in Henrico are priced above $232,500 and half are priced below. > Read more.

Smither named director of Henrico’s Department of Finance

Henrico County Manager John A. Vithoulkas has appointed Edward N. “Ned” Smither Jr. to serve as director of the Department of Finance, effective July 1.

Smither has served Henrico since 2013 as director of the Accounting Division in Finance. He will succeed Eugene H. Walter, who has delayed his retirement until June 30 to ensure an orderly transition within the department.
> Read more.

State honors EMS officials this week

There were nearly 1.5 million emergency medical services calls and 4,063 incidents per day in Virginia just last year.

This week, May 21-27, declared as National EMS week by Gov. Terry McAuliffe, recognizes the more than 34,000 EMS personnel and 631 agencies in the state and commends their efforts and commitment to Commonwealth citizens.
> Read more.

Henrico Business Bulletin Board

May 2017
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Jamie McLean Band will perform at 8 p.m. at The Tin Pan, 8982 Quioccasin Rd. For the last five years, Jamie McLean has been relentlessly touring and recording with Jamie McLean Band. The band, which also features Brian Griffin on drums and Ben Mars on bass, has released five albums: “Sunday Morning” (2011), “Time Of My Life” (2011), “Completely” (2010), “American Heartache” (2008) and “This Time Around” (2006). They have toured with Blues Traveler, Drive by Truckers, Gov’t Mule, Aaron Neville, The Black Crowes and many others. Doors open at 6 p.m. Tickets are $10 in advance and $15 at the door. For details, call 447-8189 or visit http://www.tinpanrva.com. Full text

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