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.
Citizen Staff Reports 10/12/2015
HandsOn Day 2015, which will feature 1200 volunteers serving more than 65 nonprofits in Greater Richmond, will take place Oct. 17 from 9 a.m. to 1 p.m. Among the projects in Henrico or surrounding communities that need volunteers are: installing GardenFest lights Lewis Ginter Botanical Garden, distribution center assistance at Feedmore, pumpkin carving with residents at SupportOne, work and play at Housing Families First, paint for independence at Heart Havens, spruce up the shelter and clean sweep at Harbor House at Safe Harbor, pinwheel project at REAP and Kidney Walk prep at National Kidney Foundation Serving VA. > Read more.
Citizen Staff Reports 10/12/2015
Virginians who want to plant beneficial plants for bees, butterflies and hummingbirds have a new resource at their fingertips. The online Virginia Native Plant Finder now lets users search for native plant species that benefit pollinators. The tool, which is managed by the Virginia Natural Heritage Program, is free and easy to use; searches can be completed on desktops, tablets or smartphones.
Native plants are those that grow where they evolved; they have traits that enable them to adapt to local conditions. The Virginia Native Plant Finder lets users create their own custom native plant lists by selecting from dropdown menus. > Read more.
Growlers to Go has opened its second area location – in Short Pump, next to Trader Joe's.
Unlike the flagship store on the Boulevard in Richmond, this location is equipped with a Tasting Room, offering customers the opportunity to drink pints or tasting wheels as well as order snacks on premises. > Read more.
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CalendarAmerican Legion Auxiliary Unit 125 will hold a Yard Sale from 8 a.m. to 2 p.m. at Post 125, 1401 Hilliard Rd. Table rental is $10 each. Funds will go… Full text