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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

Rotary donates to ‘Bright Beginnings’

The Sandston Rotary Club recently donated $1,000 to the Sandston YMCA for its Bright Beginnings program, which helps provide children in need with school supplies for the new school year. > Read more.

Author, child abuse survivor to speak at Henrico event

To help celebrate twenty years of service to advocating for abused and neglected children in Henrico County, Henrico Court Appointed Special Advocates, Inc. (CASA) will host an evening with bestselling author K.L. Randis on Tuesday, Aug. 26, from 5:30 p.m. to 7:30 p.m. at Belmont Recreation Center in Lakeside.

Randis is best known for her bestselling novel, Spilled Milk, which tells her painful – but ultimately triumphant – personal story of abuse and of child abuse prevention. The book is her first novel.

The event is free to the public, but seating is limited Reservations may be made by e-mailing .(JavaScript must be enabled to view this email address). Belmon Recreation Center is located at 1600 Hilliard Road. > Read more.

Philippines ambassador to the US visits Filipino Festival in Henrico


The Ambassador of the Philippines to the United States Jose L. Cuisia, Jr. attended the Ninth Annual Filipino Festival at Our Lady of Lourdes Church earlier this month. Cuisia (pictured above with festival performers) was welcomed by County Manager John Vithoulkas and Brookland District Supervisor Dick Glover (below) at the church, which is located in Lakeside.

While enjoying some of the cultural performances at the festival, the ambassador and his wife had a private lunch with Vithoulkas, Glover, Eldon Burton (an outreach representative from U.S. Senator Mark R. Warner’s Office) and Father James Begley, the pastor of OLL. > Read more.

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Entertainment

Restaurant watch

Find out how your favorite dining establishments fared during their most recent inspections by the Virginia Department of Health. > Read more.

Cultural Arts Center seeks artists, designs for holiday displays

The Cultural Arts Center at Glen Allen is seeking artists, crafters, and creative groups for three opportunities allowing creative thinkers and doers to design and display imaginative holiday decorations.

The center is seeking designs for:

• Illumination 2014 – A Festival of Trees: Artists can celebrate the holiday season by creating a one-of-a-kind Christmas tree filled with decorations to suit any unique or traditional theme. Past trees exhibited have included Buzz Lightyear; HEROES; Santa tree; Musicology; and many others. > Read more.

Weekend Top 10


There are several fun events planned for families this weekend. CMoR Central will offer free admission to those who have completed their HCPL Summer Reading Club goal; Walkerton Tavern is hosting a family game night; and family-friendly karaoke will take place at Aunt Sarah’s. Families can also get Movin’ & Groovin’ at Dorey Park or purchase children’s books at Tuckahoe Library. For all our top picks this weekend, click here! > Read more.

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Virginia Blood Services will hold a blood drive from 11 a.m. to 3 p.m. at Glen Allen Library, 10501 Staples Mill Rd. All walk-ins are welcome and donors are encouraged… Full text

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