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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Glen Allen native serves aboard Navy’s most advanced submarine


A 2007 Deep Run High School graduate and Glen Allen, Virginia native is serving in the U.S. Navy as part of a crew working aboard one of the world’s most advanced ballistic missile submarines, USS Tennessee, Gold Crew.

Petty Officer 2nd Class Michael Uhl, a machinist’s mate, serves aboard the Kings Bay-based boat, one of 14 Ohio-class ballistic missile submarines.

As a machinist's mate, Uhl is responsible for operating and maintaining the auxiliary engineering equipment aboard the submarine. > Read more.

Fresh Air Fund seeks host families


The Fresh Air Fund, a program through which nearly 4,000 children from low-income New York City communities spend a summer with host families in communities along the East Coast and in southern Canada, is seeking hosts for the coming summer.

According to the organization, there is no such thing as a “typical” host family. First-time Fresh Air children are boys and girls, from seven to 12 years old. Children who are reinvited by host families may continue with The Fresh Air Fund through age 18 and can enjoy extended trips. > Read more.

Godwin student wins in statewide STEM essay contest

Governor Terry McAuliffe and the Virginia Council on Women announced recently that Morgan Logsdon of Mills E. Godwin High School was one of five statewide winners of the sixth-annual STEM (Science, Technology, Engineering, and Math) Essay Contest for young women enrolled in their junior or senior year of high school.

The Council on Women established the contest to award scholarships to high school junior and senior young women who plan to pursue STEM careers at institutions of higher education. > Read more.

Varina meeting May 2 to address opioid crisis in Henrico


Varina District Supervisor Tyrone E. Nelson will hold a Community Conversations meeting Tuesday, May 2 to discuss the opioid epidemic in Henrico County.

The meeting will be held at 6:30 p.m. at the Henrico Theatre, 305 E. Nine Mile Road. Nelson will be joined by County Manager John A. Vithoulkas and members of the Henrico Heroin Task Force for a discussion of heroin and opioid abuse and ways to prevent it. > Read more.

Baker ES to remain closed until fall


Baker Elementary School students will complete the 2016-17 school year at other locations and will return to a restored building in fall 2017, school leaders have decided.

The decision was made in order to provide ample time for repairs to be completed at the fire-damaged school and to avoid additional interruptions to instructional time. > Read more.

Henrico Business Bulletin Board

April 2017
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The Henrico County Community Author Showcase, a program that connects writers and readers in the community, will begin at 7 p.m. and continue on the second Monday and every Thursday of the month at various libraries. John Schuler will share his book “My History, with Humor by Abraham Lincoln” at Varina Library. For details, visit http://www.henricolibrary.org/authors. Full text

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