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.
Henrico County Recreation and Parks will present “Red, White, and Lights” at Meadow Farm Museum/Crump Park July 4.
Henrico County has hosted a Fourth of July celebration annually since 1981, but this year’s event will offer a later start time and expanded hours and be highlighted by new entertainment.
The free event will begin at 4:30 p.m. and will feature the Richmond Symphony, a laser-light show, patriotic performances, and family activities. > Read more.
The Tuckahoe Family YMCA and ReEstablish Richmond will host the third-annual Refugee Community Resource Fair Saturday, June 18, from 10 a.m. to noon at the YMCA, 9211 Patterson Avenue in Henrico. The event is designed to provide refugees in the region information about jobs, local businesses, housing, health care, education and more.
As part of its strategic plan, the YMCA of Greater Richmond works to identify, address and eliminate economic, geographic and cultural barriers. > Read more.
For our Top 10 calendar events this weekend, click here! > Read more.
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CalendarThe Henrico Community Band will perform at 7 p.m. at Deep Run Park. Bring a blanket or lawn chair and spend a casual evening in the park at the Nature… Full text