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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New GRASP scholarships to aide winners with college debt and costs


Fifteen Henrico County Public Schools students recently received a “2+2” scholarship from the non-profit organization GRASP (GReat Aspirations Scholarship Program, Inc.). In total, the newly created scholarships will help 71 students receive their baccalaureate degrees from a Virginia college or university with lower costs and less student debt.

The scholarship awards each winner $1,000 for his or her first year at a community college to cover the costs not covered by financial aid, such as books and computers. > Read more.

Long & Foster’s Innsbrook, Short Pump offices participate in community service day event


Thousands of real estate agents and employees with Long & Foster Real Estate, including those at the Innsbrook and Short Pump offices in Glen Allen, Virginia, took part in the company’s 20th annual Community Service Day June 7.

The Innsbrook and Short Pump offices chose to volunteer with Housing Families First on June 7. The organization’s mission provides families experiencing homelessness with what they need to move to a stable housing situation. > Read more.

Network of Enterprising Women to award scholarships to local HS grads

Three recent Henrico County high school graduates are among the 10 local students who will receive scholarships from the Network of Enterprising Women during the organization's monthly luncheon July 6. > Read more.

Crime Stoppers’ Crime of the Week – June 26, 2017


Richmond detectives need the public’s help to identify the vehicle and suspects in the shooting incident of a 7-year-old boy and an adult male. Can you help Crime Stoppers solve this latest shooting?

The shooting occurred in the 1500 block of North 22nd Street in the Fairmount neighborhood of the city. Officers arrived and found the two victims near a bus stop. > Read more.

Richmond Montessori School earns VAIS reaccreditation


Richmond Montessori School, an independent Montessori school for children ages 2 to 14, recently earned reaccreditation from the Virginia Association of Independent Schools. The VAIS accreditation program is one of only a few recognized at the national level through the National Association of Independent School's Commission on Accreditation and is also recognized and approved by the Virginia Board of Education through the Virginia Council for Private Education. > Read more.

Henrico Business Bulletin Board

June 2017
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Cowboy Mouth will perform at 8 p.m. at The Tin Pan, 8982 Quioccasin Rd. Formed during the glory days of grunge music, Cowboy Mouth forged a different sound from the very start – a sound rooted in rock, punk, blues and the attitude of the Big Easy, the band’s hometown. Bandleader Fred LeBlanc, who previously performed with the punk band Dash Rip Rock, pulls double-duty as the group's frontman and drummer. Doors open at 6 p.m. Tickets are $35 in advance and $40 at the door. For details, call 447-8189 or visit http://www.tinpanrva.com. Full text

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