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

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.
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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.
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Norfolk man arrested at RIC after TSA catches him with gun

A Norfolk man was arrested at Richmond International Airport May 18 after Transportation Security Administration officers detected a loaded semi-automatic handgun in the traveler’s carry-on bag.

A TSA officer detected the .40 caliber semi-automatic handgun inside the man’s carry-on bag as it passed through the security checkpoint X-ray machine. The handgun was loaded with 13 bullets.
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Police release photo of hoax bomb

Henrico Police have released a photo of the clock that resembled a bomb that led to the arrest of a Richmond woman in Shot Pump earlier this week.

The device, which the woman told police she purchased at a yard sale, was visible in her car at the Whole Foods at West Broad Village May 19, and a passerby called police, fearing it was a real bomb. Police responded as they would have had the device been real, they said, because they weren't sure if it was real or not.
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Henrico school buses with compliance issue to be fixed this summer


The 176 Henrico school buses that have been purchased since March 2011 will be fixed during the summer, Henrico Schools spokesman Andy Jenks told the Citizen. The bus manufacturers will retrofit the buses at no cost to the school division, he said.

The brake interlock device is required on all automatic transmission buses in Virginia that were purchased after March 2011, which is when the device was added to the state Board of Education's requirements for school buses. As many as 4,000 school buses in the state may be affected, according to the Virginia Department of Education.
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Henrico Business Bulletin Board

May 2017
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Join the History Investigators from 10 a.m. to 11 a.m. at Dabbs House, 3812 Nine Mile Rd. Your job will be to find hidden objects, determine the use of strange contraptions and go on a treasure hunt. Each investigator will receive a dossier to help in the quest. For ages 6-12 with a parent. Registration is required. For details, call 652-1426 or visit http://www.henrico.us/rec. Full text

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