To overcome this hurdle, business owners must focus on two key objectives in their marketing
strategy: brand recognition and brand awareness.

Brand recognition refers to how consumers remember your business through what they come
across visually or auditorily. Brand awareness is a consumer’s deeper understanding of one’s
brand, like potentially being able to list products from your business, and “sticking in your
customers mind” according to Cision.

Achieving brand recognition and eventually brand awareness is crucial to acquiring new
customers. Brand recognition builds trust and familiarity with consumers, while brand awareness
strengthens the customer-business relationship, leading to deeper loyalty and engagement.

Diamond Exchange Houston owner Gilad Mor said brand awareness and brand recognition are
the most important marketing objectives for one’s business, no matter what strategies they
implement.

Diamond Exchange Houston is a Houston based jewelry store specializing in loose diamonds,
engagement rings, and custom jewelry.

“Get your name out there within the platforms that work best for your business, whether it’s
visual or word of mouth or print media,” Mor said. “It’s all about getting your name out there in
front of clients and getting brand recognition so that way you’ll be memorable.”

When it comes to choosing the correct marketing platform, it depends on what the business
owner is trying to promote or sell, Mor said.

As a jewelry store owner trying to sell a high end product, diamond jewelry, most of the company’s marketing is done visually, Mor said.

Diamond Exchange Houston’s key marketing platforms consist of Google, social media content, and word of mouth marketing. Google is the company’s top platform, specifically the company’s
business profile, Mor said.

“Google is the number one, since a lot of people go on Google and they look for new
businesses, and they also do a lot of their research on it,” Mor said. “The more we come up on
Google with our website and with our [social media pages] … that’s ideal reach for us.”

Diamond Exchange Houston primarily uses Facebook, Instagram and TikTok as their social
media platforms, with Instagram being the most impactful for their target audience due to its
visual nature, Mor said.

Skinimini Beauty social media manager Hannah Henry, said Instagram is also the most
impactful for her mini Korean skincare retailing business, based on their metrics and user
engagement. Henry said the brand also uses Tik Tok and Pinterest.

Skinimini Beauty is a Korean skincare retailing business specializing in mini Korean skincare. It
serves as a middle ground for people to discover new mini products or new Korean skincare
products that they’re interested in, but not quite ready to commit to a full size product just yet.

Henry said brand awareness is an important factor when implementing paid promotions or
advertising, because if consumers don’t have the ability to know the brand exists, they cannot
shop from them and consumers may turn to bigger suppliers due to their lack of awareness.

“When you’re pushing out promotions for the purpose of brand awareness, it allows people to
know that there are other businesses out there that could potentially provide them with an
experience or a product that they’re actually looking for, rather than settling for something that
they’ve seen at a larger supplier.” Henry said.

Tracking the success of marketing strategies is crucial for long term success, it can determine
the effectiveness of the marketing, and whether brand awareness or recognition was achieved.

Diamond Exchange Houston uses multiple tools to track their marketing success, including
Google Analytics, Google Map position tracking, Ahref to track leaders and WhatCoverts to
track how many calls the business receives and what platform they came from.

Henry said when it comes to metrics tracking she uses the in-house tracking provided by
Instagram and Tik Tok. Henry then analyzes the data and runs reports herself to ensure
Skinimini Beauty is meeting goals and staying consistent with engagement.

Henry said tracking metrics and knowing who your target audience is a key piece of advice for
marketing ones business.

“Really understanding who you’re trying to capture, what kind of content they consume,” Henry
said. “With that comes industry research … What is their socioeconomic status? What do they
do for a living? What are their interests?,”

Mor said business owners should remember to not be discouraged by a month of slow sales or
a failed marketing strategy.

“Keep going and fighting for your name to be out there,” Mor said. “If you’re consistent, and if
you’re honest with your client, then eventually you’ll get there.

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News Media Contacts

City of Durham Communications Department: CommsMedia@DurhamNC.gov

Durham County Public Information Office: PublicInformationOffice@dconc.gov



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Amanda M. Lloyd 

Executive Vice President and Chief People Officer 

ALloyd@NorthStateBank.com 

919.855.9925 

RALEIGH, N.C. . . . North State Bank (the “Bank”) named Brittany Moore a commercial loan portfolio manager for the Bank’s Downtown Raleigh office, announced Amanda Lloyd, North State Bank executive vice president and chief people officer. Moore will help businesses access the funding they need to start or grow their company. 

“Brittany is a welcomed addition to our Downtown Raleigh team,” shared Lloyd. “With a combination of underwriting and lending experience, she has a holistic understanding of the lending process, which is a plus for customers and her teammates.” 

A native of Oxford, North Carolina, Moore began her banking career over a decade ago with Union Bank & Trust (now First National Bank), and in the course of her time there, advanced to the position of portfolio manager. She most recently served as a portfolio underwriter at M&F Bank. She earned a Master of Business Administration with a concentration in finance from East Carolina University as well as a Bachelor of Science in Accounting from North Carolina Agricultural & Technical State University. 

“Behind every business, there’s a story,” shared Moore. “Those stories fuel my passion for banking.” 

Founded in 2000, North State Bank is an independent, full-service community bank serving Wake and New Hanover counties through seven offices and serves the community management association industry through its division, CommunityPLUS. 

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NorthStateBank.com 

This news release may contain forward-looking statements. Actual results might differ materially from those projected in the forward-looking statements for various reasons, including our ability to manage growth, changes in real estate values and the real estate market, regulatory changes and increased deposit insurance assessments, economic conditions, changes in interest rates, substantial chan 

Instant Recognition:

A well-designed logo acts as the face of your brand, instantly capturing attention and creating a lasting impression. A unique and visually appealing logo helps customers identify and remember your business among a sea of competitors. When coupled with a thoughtfully designed website, featuring consistent branding elements, your online image becomes instantly recognizable, instilling trust and familiarity with your audience. An eye-catching logo and cohesive website design contribute to brand recall, making it easier for customers to choose your products or services in a crowded online marketplace.

Credibility and Professionalism:

A professionally designed logo and website convey a sense of credibility and professionalism. In the online realm, where trust is paramount, a well-crafted visual identity signals that your business is legitimate and trustworthy. A poorly designed or outdated logo and website can lead potential customers to question your professionalism and reliability. Investing in a high-quality logo and website design demonstrates that you value your brand and the customer experience, enhancing your overall reputation and fostering customer confidence.

Brand Storytelling and Differentiation:

Logo and website design offer a powerful platform for telling your brand’s story and showcasing what sets you apart from competitors. A well-executed logo captures the essence of your brand, conveying its personality, values, and unique selling points. Similarly, website design allows you to create a visually engaging narrative that reflects your brand’s story, resonating with your target audience on an emotional level. Consistency in design elements throughout your website further reinforces your brand’s identity, creating a cohesive and memorable experience that differentiates you from the competition.

User Experience and Engagement:

A user-friendly and visually appealing website design is essential for creating a positive user experience. A well-structured and intuitive website layout makes it easy for visitors to navigate, find information, and interact with your brand. Incorporating visually appealing elements, such as captivating images, videos, and interactive features, enhances user engagement and keeps visitors on your site longer. An optimized website design also ensures compatibility across various devices, allowing users to access your content seamlessly from desktops, tablets, and mobile devices, maximizing reach and engagement.

In the digital landscape, where first impressions matter, a compelling logo and website design are crucial for shaping a strong online image. These visual elements contribute to brand recognition, credibility, and customer engagement. By investing in a well-crafted logo and an aesthetically pleasing website design, you can create a powerful online presence that resonates with your audience, propelling your brand towards success in the virtual realm.

Click here to schedule a call to discuss services you may need. We are ready to chat with you….

Understanding Insurance:

Insurance is the bedrock of financial security, serving as a safety net against unforeseen events that can potentially devastate lives and businesses. Individuals can purchase various types of insurance policies, such as auto insurance, life insurance, health insurance, home insurance, and more, to protect themselves and their loved ones from financial hardship in times of crisis. Businesses, on the other hand, can opt for commercial insurance, covering assets, liabilities, and even key personnel to mitigate potential risks.

Insurance companies act as financial intermediaries, pooling premiums from policyholders to create a risk pool that can compensate those who suffer losses. By spreading the risk across a large number of policyholders, insurance companies provide a sense of security that allows people to pursue their aspirations with greater confidence.

The Role of Tax Planning:

Tax planning is an indispensable aspect of financial management for individuals and businesses alike. It involves optimizing financial decisions to minimize tax liabilities while remaining compliant with tax laws and regulations. Skilled tax planning helps individuals retain more of their hard-earned money, invest strategically, and plan for retirement efficiently.

For businesses, tax planning ensures that they can maximize profits, reinvest in growth, and remain competitive in their industries. This may involve utilizing various tax incentives, deductions, and credits that governments provide to foster economic growth and incentivize certain behaviors.

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Synergy between Insurance and Tax Planning:

The insurance and tax planning industries are intricately linked, and their collaboration can significantly benefit clients. For example, certain insurance products, like retirement annuities and life insurance policies, offer tax advantages, making them attractive tools for tax planning. Additionally, insurance solutions, such as long-term care insurance, can help individuals plan for potential healthcare costs and minimize the financial burden on their families in later years.

Businesses can also benefit from incorporating insurance and tax planning strategies. Key person insurance, for instance, can protect a company from financial losses resulting from the death of a vital employee while also offering potential tax advantages. Additionally, tax planning can help businesses make informed decisions regarding employee benefits, compensation structures, and investments to maximize tax efficiency.

The Role of Insurance and Tax Professionals:

Navigating the complexities of insurance policies and tax regulations can be challenging for individuals and businesses alike. That’s where insurance agents, brokers, and tax professionals come into play. These experts possess in-depth knowledge of the industry, keeping themselves updated with the latest trends and changes in regulations. They offer personalized advice, tailoring insurance and tax planning strategies to suit individual needs and business goals.

The insurance and tax planning industry is an essential pillar of financial stability and growth, providing individuals and businesses with the tools and knowledge to secure their futures. Through a seamless integration of insurance products and tax planning strategies, this industry empowers clients to protect their assets, optimize their financial decisions, and build a robust foundation for achieving their aspirations. As the world continues to evolve, the insurance and tax planning industry will remain a steadfast partner, safeguarding prosperity and fostering economic well-being.

NEWS RELEASE April 19, 2023

For more information, contact:

Heather Sirgany

Senior Vice President | Chief Mortgage Sales Officer

HSirgany@NorthStateBank.com

919.645.3199

RALEIGH, N.C. . . . North State Bank welcomes Alexandria A. Tindall as a community mortgage loan officer, announced Heather Sirgany, senior vice president and chief mortgage sales officer. Tindall will help customers access the tools, resources and loans they need to become homeowners. “For most people, buying a home is not a frequent occurrence, making the process unfamiliar and intimidating,” said Sirgany. “Alexandria’s expertise and approach helps borrowers bridge knowledge gaps, empowering them to confidently navigate the mortgage process.”

Originally from Winston-Salem, North Carolina, Tindall began her banking career as a personal banker at Wells Fargo. She went on to join Fifth Third Bank, initially as a personal banker, and then transitioning into mortgage lending. In that role, she focused on working with borrowers interested in improving their financial literacy and understanding of down payment assistance programs. She is pursuing a degree from N.C. State University in communications with a concentration in public relations. Tindall is a member of the National Association of Real Estate Brokers (NAREB).

“There’s a well-known quote, ‘When you know better, you do better,’” shared Tindall. “My years in banking have shown me the truth in that statement. Once borrowers understand what the mortgage loan process includes and the key factors that impact their ability to become successful homeowners, they can adjust their financial habits to better meet their goals. With climbing housing prices, it’s even more critical for hopeful homebuyers to understand the process and available programs.”

Founded in 2000, North State Bank is an independent, full-service community bank serving Wake and New Hanover counties through seven offices and serves the community management association industry through its division, CommunityPLUS. North State Bank has held a “Preferred Lender” designation from the U.S. Small Business Administration’s Preferred Lenders Program since 2017.

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NorthStateBank.com

This news release may contain forward-looking statements. Actual results might differ materially from those projected in the forward looking statements for various reasons, including our ability to manage growth, changes in real estate values and the real estate market, regulatory changes and increased deposit insurance assessments, economic conditions, changes in interest rates, substantial changes in financial markets, loss of deposits and loan demand to other savings and financial institutions and our limited operating history.

The Law Offices of John Eluwa, PLLC provides attorneys for immigration, criminal, traffic violations, and personal injury cases. Eluwa’s team has been practicing since 1995 and operates in Wake, Durham, Franklin, Harnett, Johnston, Orange, Person, Sampson, and Wilson Counties in North Carolina. The website for the practice, johneluwa.com, details the main areas of law that the lawyers there specialize in. These include, “Immigration, Criminal Law/Criminal Defense, Traffic Violations, Personal Injury, and Uncontested Divorces.”

The Law Offices of John Eluwa have offices in Raleigh, Wilson, and Clinton. On the homepage of the website, they make it clear that they will “represent clients with immigration issues from any part of the world.” In fact, in the past, they have been designated “Excellent” and a “Client’s Choice” for Immigration services on popular legal services ratings Avvo. The website for the practice is very accessible and easy to navigate, and even has a way for you to pay bills online. You can contact John Eluwa and his office directly through the website via a contact form or by calling them at the number provided on the website. They are also active on Facebook, Twitter, and LinkedIn.

There is another highly rated personal injury attorney worth mentioning. John McCabe P.A., whose website is mccabelawoffices.com, is based in Cary but serves all of North Carolina. The website specifies that McCabe specializes in personal injury and accident cases as well as workers’ compensation for these types of events. Similar to Eluwa, McCabe’s office has been operating since 1994. John McCabe has a “Superb” rating on Avvo and was named a U.S. News Best Law Firm for personal injury in 2021.

John McCabe’s practice’s website is also accessible and easy to use. You are able to send a direct message through a contact form that informs McCabe of your case and allows him to get back to you. McCabe provides free consultations online but also does phone consultations. All of their contact information is provided on the website.

Unfortunately, crises are bound to occur in our lives and we are mostly unable to predict when something is going to go awry. However, there are people whose job it is to make sure the process of making things right is easy and fair. Reach out to personal injury and accident lawyers if something has happened in your life that you need trustworthy assistance with.