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.
Holman Middle School student Victoria Nguyen recently was named Miss Virginia American Coed Junior Teen after competing in the Miss Virginia American Coed pageant in Williamsburg. She was the youngest competitor in her division. Nguyen now will advance to represent Virginia at the 2015 Miss American Junior Teen Pageant at Walt Disney World in Florida in November. > Read more.
Companion Extraordinaire dedicated a hall in its new Lakeside office as a “Wall of Honor” and will be presenting 13 military service men and women with certificates as well as placing their service photos on the wall.
> Read more.
Public vote open through Friday to select winner
Citizen Staff Reports
Malloy is a finalist for The Goddard School Anthony A. Martino Scholarship, which is open annually to any high school junior or senior who graduated from a Goddard School pre-kindergarten or kindergarten program. Applicants are evaluated based upon the work ethic and perseverance they have demonstrated – two key characteristics of Martino, the founder of the Goddard School franchise system. > Read more.
Disneynature’s ‘Monkey Kingdom’ is its strongest yet
“Did you know monkeys could swim?” asks Tina Fey in Monkey Kingdom. While she’s asking, a toque macaque (a two foot-long monkey with red-white fur and great hair) breast-strokes under the surface of a pond, yanking out lily pad flowers by her teeth and dragging them ashore to munch later.
Turns out monkeys can swim. And slide down telephone poles. And do the thing from Flashdance where you bring down a cascade of water on your head and shake it off in slow-motion.
All will happen in Monkey Kingdom, the eighth film in nine years from Disneynature, Disney’s wildlife documentary outlet. > Read more.
Relax this holiday weekend with Fridays Uncorked at Southern Season – taste wines from the Roman Empire! Or at James River Cellars who is hosting “Experience Virginia” – sample Virginia wine, beer, cider and mead. And what goes better with wine than strawberries – an annual tradition in Varina, the Gallmeyer Farms’ Strawberry Fields Festival is tomorrow. Other fun happenings this weekend include: “A Little Princess” at The Cultural Arts Center at Glen Allen; weekly dance at American Legion Post 125; and National Theatre Live’s “Man and Superman” at the University of Richmond. For all our top picks this weekend, click here! > Read more.
Final performance of 2015 season – ‘Quartet’ – starts this week
CAT Theatre’s final show of its 51st season – Quartet by Ronald Harwood – will open May 22 and run through June 6. It will be the show’s Richmond-area premiere.
The theatre also announced its four-show schedule for its 52nd season, which will begin in October and continue into June 2016, and announced a new partnership with The Bifocals Theatre Project, an outreach program into senior communities in the Richmond region. > Read more.
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