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.
Bail Bonds Chesterfield VA

Section of Lauderdale Drive to be closed April 26 for drainage improvements


The westbound lanes of Lauderdale Drive will be closed between John Rolfe Parkway and Cambridge Drive on Wednesday, April 26 for drainage improvements.

The lanes are expected to be closed from approximately 9 a.m. to 4 p.m. Motorists will be detoured from westbound Lauderdale onto John Rolfe, Gayton Road and Cambridge before being directed back onto Lauderdale. > Read more.

Henrico Police to host prescription drug take-back event April 29


The Henrico County Division of Police and the U. S. Drug Enforcement Administration will participate in the nationwide Prescription Drug Take Back Program Saturday, April 29. The event will take place from 10 a.m. to 2 p.m. at the Henrico County Training Center, 7701 East Parham Road, next to the Public Safety Building.

The program is free and anonymous. Unused or expired pills, patches and liquid prescriptions (in their sealed original container) will be accepted. Needles and sharp items will not be accepted. No questions will be asked. > Read more.

Henrico home sales rose in March

Parts of the greater Richmond real estate market experienced an increase in the number of homes sold during the month of March, according to Long & Foster.

The number of homes sold increased in much of the Richmond region in March compared to year-ago levels. In Henrico County, the number of homes rose by 16 percent. Median sale prices varied in the Richmond region in March when compared to the same month last year. In both Hanover and Henrico counties, the median sale price rose by 10 percent. > Read more.

Henrico house fire contained quickly


APR. 24, 9:15 A.M. – A house fire in Henrico's West End Sunday caused minor damage but resulted in no injuries. At about noon Sunday, Henrico Emergency Communications Officers received phone calls of smoke coming from a home in the 1700 block of Shewalt Circle, just one block off Hungary Road. > Read more.

Business in brief


The Jenkins Foundation has granted The McShin Foundation $25,000 for residential recovery services to serve those with a Substance Use Disorder. The Jenkins Foundation is focused on equitable access to health care services, as well as programs that help reduce risky behaviors and promote safe and healthy environments. The McShin Foundation was founded in 2004 and is Virginia's leading non-profit, full-service Recovery Community Organization (RCO), committed to serving individuals and families in their fight against Substance Use Disorders. > Read more.
Community

YMCA event will focus on teen mental health


The YMCA, in partnership with the Cameron K. Gallagher Foundation and PartnerMD, will host a free event May 2 to help parents learn how to deal with teen mental health issues. “When the Band-Aid Doesn’t Fix It: A Mom’s Perspective on Raising a Child Who Struggles” will be held from 6:30 to 8 p.m. at the Shady Grove Family YMCA,11255 Nuckols Road. The event will focus on education, awareness, and understanding the issues facing teens today. > Read more.

Villa’s Flagler Housing wins national NAEH award


St. Joseph's Villa’s Flagler Housing & Homeless Services was one of three entities to earn the National Alliance to End Homelessness' Champion of Change Award. The awards were presented Nov. 17 during a ceremony at the Newseum in Washington, D.C.

NAEH annually recognizes proven programs and significant achievements in ending child and family homelessness.

Flagler completed its transition from an on-campus shelter to the community-based model of rapid rehousing in 2013, and it was one of the nation's first rapid re-housing service providers to be certified by NAEH. > Read more.
Entertainment

Restaurant Watch


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

 

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Peter Rabbit will greet visitors and pose for photographs at Lewis Ginter Botanical Garden from 1 p.m. to 4 p.m. Apr. 15-16. Activities in the Children’s Garden will include drawing with sidewalk chalk, hula hooping and making garden hats. Families can also borrow a basket from the Story Tree – inside each basket is a book, blanket and activity. Included with regular Garden admission. For details, visit http://www.lewisginter.org/event/peter-rabbit. Brunch in the Tea House is available on Apr. 16 with seatings at 10 a.m., 11:30 a.m., 1 p.m. and 2:30 p.m. Reservations are available at http://www.teahouseevents.com. Full text

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