Why it’s Important to Develop your Brand

by Clare Lei, Northern AZ Social Account Executive

Branding your business is essential to making an unforgettable impression on consumers, but it also allows your customers to know what to expect from your company. It is not just the elements such as logos and colors, but it is your reputation and the combination of your business’ attributes that differentiate you from your competition.

But why is branding critical for your business? It’s because branding leads to impact. It is how people perceive your brand, it can help drive new business and increase brand value.

With most markets being oversaturated today, businesses are looking at mass amounts of competition. At this point, a business needs to go the extra mile to set itself apart from competitors. So, it is imperative that a company invests in creating a strong brand that will not only get customer’s attention, but also hold it. By doing so, a company will be able to have some control over how consumers view the business.

Once a brand is well formed into a company that customers are familiar with and can trust, word of mouth can be your business’ most effective advertising technique. A perception of your company will begin to form, and word of mouth can strengthen or taint the character of your brand. Increasing your business value by establishing a brand can give your company more leverage in the industry while also becoming appealing to investors by being established in the marketplace. Audit your Personal Brand Online

Once you become an established business, ensure you are staying “on brand” by auditing your business online. Search your business through search engines and on social media to see how you are being represented. ❱ Try searching your business on Google. See what comments and images appear, do they align with your vision of your business?

❱ Upload professional images onto Google and tag your business name.

❱ Upload new photos to LinkedIn, Flickr, Picasa tagging your business.

❱ Set-up a Google alert with your business name to monitor and regulate mentions.

Clare Lei enjoys using her graphic design and digital strategies to contribute to the success of local businesses through multimedia marketing. She uses her skilled expertise to meet clients’ needs to ultimately improve brand awareness and ROI.

Highlight your school to the community with an ad in our Education Section. The section will run in every issue of Prescott LIVING magazine and will include a directory with your school’s logo and name in bold. The education section in every issue is sponsored by a local company that puts a high value on education.

If you’re looking at the bottom line of your bank accounts and investments and as if things are going pretty well, fi rst of all, let yourself be thankful for that feeling.

Second, dig into the numbers you have and make sure your fi nancial present and future really are as secure as you think they are, given the short- and longterm challenges you could face. Some of the questions you should ask are: Q

* Do you have enough cash to put aside in a savings account or short-term CDs to cover three to 12 months of expenses? This is critical for protecting yourself against unexpected job losses or medical bills. Try to save even more if you’re working in a fi eld where job openings are few and far between.

* Know how much you want to save for retirement; many experts suggest saving 10 times your annual income. The number depends a lot on what kind of lifestyle you want to have once you are done working.

* Look into every type of retirement savings account available to you, whether it’s a 401(k) plan at work, an IRA (either traditional or the Roth version) or whichever product works best for your future.

* Don’t be shy about putting some of your savings in the stock market where it’s likely to multiply faster and further than most savings accounts, at least for the immediate future.

You may need an attorney to help ensure your estate documents are binding, and there are certainly documents are binding, and there are certainly other situations where bringing in either a wealth manager or fi nancial adviser would be a wise move:

* If you’re experiencing or planning a major family* If you’re experiencing or planning a major family life change such as parenthood or divorce. Even life change such as parenthood or divorce. Even couples seriously dating may want to drop into an offi ce to get a sense of where they stand on fi nancial offi ce to get a sense of where they stand on fi nancial issues, which have doomed many a relationship. issues, which have doomed many a relationship.

* You’re seeing a rapid increase in your wealth* You’re seeing a rapid increase in your wealth through a job change, inheritance or other means.

An adviser or manager can make sure the infl ux An adviser or manager can make sure the infl ux of cash isn’t being overspent and is being invested of cash isn’t being overspent and is being invested wisely and managed for tax purposes.

* If retirement is on your horizon, or already here, a* If retirement is on your horizon, or already here, a specialized planner can help you fi gure out what your goals for that phase of your life are and what steps you need to take to achieve them. Some of steps you need to take to achieve them. Some of the planners you consider may boast a retirementthe planners you consider may boast a retirementspecifi c credential after their name, but make sure specifi c credential after their name, but make sure it’s one with teeth that isn’t that easy to earn. it’s one with teeth that isn’t that easy to earn.

* Carry all the insurance you’re going to need, including life, health, home and vehicle.

* Consider the impact of any major life, work or net wealth changes on your taxes and insurance coverage. Even a large appreciation in your home’s value, not an uncommon position to be in this year, could aff ect how much home insurance you need.

* Reassess your investment portfolio to make sure it will continue to agree with your risk tolerance and future goals.

* Seek fi nancial advice about “infl ation hedge” investments such as government infl ation protected bonds and CD ladders to see how they may benefi t you. * If you have too many investments to be able to* If you have too many investments to be able to monitor each one closely, or if you have little interest monitor each one closely, or if you have little interest or aptitude in tracking the money you spend or invest, or aptitude in tracking the money you spend or invest, bringing in an adviser can be an especially good idea. bringing in an adviser can be an especially good idea.

by Brenda Hershkowitz, EA, President & CEO, Premiere Tax & Accounting

The COVID-19 pandemic has forced tax laws that were never a thought to be enacted since 2020.

One example is the CARES Act. It not only enacted changes for individuals, but also included business related provisions. The changes for businesses, include net operating loss deductions, excess business loss limitations and Section 163(j) interest deduction limits.

Below are just a few items put in place by the CARES Act:

For individuals with IRAs, the CARES Act temporarily waived the RMD (required minimum distribution) rules for certain contribution plans and IRAs for the 2020 calendar year. This waiver is no longer in force for 2021, so RMDs must be taken in 2021.

Charitable contributions have also been adjusted under the CARES Act. Under the act, the modifi ed gross income limitation on itemized deductions for charitable contributions was increased from 60% to 100% for 2020 and 2021 if made to churches, universities, hospitals or other public charities. Contributions to organizations, private foundations or donor advised funds are excluded.

Since taking offi ce in January, the Biden administration is working on several new tax law changes. Tax legislation with signifi cant provisions aff ecting highincome individuals could potentially be enacted by the end of 2021. You will want to rely on tax professionals to help you navigate these changes to make sure that you have the best strategies to build your wealth.

Premiere Tax and Accounting Services is a full-service fi rm working with businesses and individual clients. Our knowledgeable team has more than 35 years combined experience.

Living a good life that lasts all through Retirement requires a plan. We are Retirement Income Specialists focused on reducing taxation and eliminating Retirement Risk.

Long-term financial services for retiree’s, families and owners of closely held businesses; coordinating protection, assets, liabilities and cash flow strategies. Enjoy a less “Taxing” retirement & make your money last your lifetime.

Registered Representative and Financial Advisor of Park Avenue Securities LLC (PAS). OSJ: 333 N. Indian Hill Blvd. Claremont, CA 91711 909-399-1100. Securities products and advisory services offered through PAS, member FINRA, SIPC. Financial Representative of The Guardian Life Insurance Company of America® (Guardian), New York, NY. PAS is a wholly owned subsidiary of Guardian. REARDON & ASSOCIATES INSURANCE AND FINANCIAL SERVICES is not an affiliate or subsidiary of PAS or Guardian. PACIFIC ADVISORS LLC is not registered in any state or with the U.S. Securities and Exchange Commission as a Registered Investment Advisor. Insurance products offered through One Pacific Financial & Insurance Solutions LLC, DBA of Pacific Advisors LLC. Pacific Advisors LLC is not registered in any state or with the U.S. Securities and Exchange Commission as a Registered Investment Advisor. CA Insurance License Number - 0G63903. Guardian, its subsidiaries, agents and employees do not provide tax, legal, or accounting advice. Consult your tax, legal, or accounting professional regarding your individual situation. 2021-129927 Exp 11/22 PRESCOTT OFFICE

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Continued from page 27 Q

VA. We were on our way home when a friend in the Kiwanis Club called me and said, “Would you like to come to the Southwest District meeting and speak?” “Well, I don’t know. We’re on our way home from speaking with the president. I’d have to drive over there to that meeting in Farmington, New Mexico. I just don’t think I have that in me.”

My friend said, “How about I get somebody to fl y you over?”

Later that day, he called and had arranged to have Tim Henrichson from Prescott fl y me free to the district convention.

So I did, I fl ew over in a small aircraft. I spoke at the Southwest District convention.

In that speech I said, “We don’t have a grave, we don’t have a marker, we don’t have anything here about Kayla.” A person from here in Prescott, Gary Ballard, decided we needed a playground dedicated to Kayla. So that’s how it became Kayla’s Hands Playground. And through fundraising, through the Kiwanis Club — I helped with a lot of it — I did a tremendous amount of it, but so did Gary Ballard — a major amount.

The generosity of people in this community is just amazing. The Harold James Family Trust put a large amount of money in it. So did Kieckhefer, Margaret T. Morris. So many people contributed to that.

We go by almost every day when we go to the grocery store. The playground is always full of kids. We put that new cover over it last year. Kids can use it rain or shine, snow, whatever. As Joe Baynes, the City parks and rec director, says, “It’s not a playground, it’s a destination park.”

Marsha Mueller: Kayla’s niece, Lexi, now 10, helped pick out the colors for the equipment. Carl and I picked most of the equipment. We especially felt the zip line would be fun. We went to Phoenix and tried those out ourselves.

Carl Mueller: To see all the smiling faces, you know Kayla would love it.

Marsha Mueller: Because Kayla’s work was always with children. When she was in India, it was the children. Even here, we had a young man tell us that when Kayla was with Youth Count or AmeriCorps he was one of the young kids with her. She helped them plant a tree. He wanted to let us know that she was his leader in helping them plant the tree.

Carl Mueller: I think it was Willow Lake.

Marsha Mueller: Kayla always had a heart for children, even in Syria and around Turkey. That’s what she was doing — helping moms and children whose fathers and husbands were missing in action in Syria. Kayla tried to help fi nd the moms a way to use their own hands to make things. She found work for them in businesses. A couple of years after Kayla was gone, a woman called us to let us know one of those women were still working in those businesses that Kayla had found for them. They had the dignity of not always needing a handout but were able to do it themselves.

Marsha Mueller: She always had a heart, even as a young child. Quiet, very observant, always making things and giving us things. She just really was always that way. In grade school, one of her friend’s moms, from when she was probably in second grade or fi rst grade, give me a photo of Kayla with three other little girls. They were in a line, hugging each other, arms around each other. Many of those young girls yet reach out to us. We still know them and their moms and dads.

So Kayla, before she could even drive, was in junior high and involved with Youth Count. That got her involved with AmeriCorps. Kayla went on to get both silver and gold medals for community service.

Carl Mueller: Presidential medals.

Marsha Mueller: That’s part of the reason Kayla ended up getting the Yavapai County Community Foundation’s award for Youth Philanthropist of the Year in 2007.

““HERE WE ARE. FREE TO SPEAK OUT WITHOUT FEAR OF BEING KILLED, BLESSED TO BE PROTECTED BY THE SAME LAW WE ARE SUBJECTED TO, FREE TO SEE OUR FAMILIES AS WE PLEASE, FREE TO CROSS BORDERS AND FREE TO DISAGREE. WE HAVE MANY PEOPLE TO THANK FOR THESE FREEDOMS AND I SEE IT AS AN INJUSTICE NOT TO USE THEM TO THEIR FULLEST ”

- KAYLA MUELLER

It was always a passion for Kayla. If someone needed help, she would fi nd a way to help them. That was one of the things that the Youth Count person who remains in contact with me adopted. She ended up going to Jordan herself to help Syrian refugees there because Kayla inspired her so much from the time she was in junior high. Kayla’s attitude was “Just do what you can, where you can, when you can, however you can.”

Carl Mueller: Many people continue to reach out to us when they hear Kayla’s story. They’re inspired to follow in her path and just be kind and help people. There’s a website that’s called www.forkayla.org that tells about Kayla. For people who are interested, it’s an excellent place to go to research Kayla.

Marsha Mueller: That’s a hard one for me, too. I wasn’t sure we would ever have children. So when we did, I dedicated my life to my children and to Carl and to helping them become the best they could be. And I see it in both of them. They know what’s right. And they try their best to do it. I see that in our granddaughter, too.

I trust the Lord with all my heart and always have and always will. I used to always sing to the kids to help them remember verses. And one is Proverbs 3:56: Trust in the Lord with all your heart and lean not on your own understandings in all your ways and submit to Him and He will make your path straight.”

I changed it, and I told them in all your ways, acknowledge Him and He will direct your path. He will make your path straight. Once, in high school, Kayla for my birthday or Christmas or Easter or whichever — Kayla was very thrifty with her money — but she brought me this mug about faith.

Carl Mueller: I was raised Baptist. God was always there for me in the worst of times. I struggled after Kayla was killed. Why did God let that happen? How could He let her suff er through what she went through? In dire times you do what you need to do. And I think I probably drew

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PRESCOTT Embry-Riddle Aeronautical University 3700 Willow Creek Road 928-777-6600 www.prescott.erau.edu Northern Arizona University Prescott 1100 E. Sheldon St. 928-523-2988 www.nau.edu/prescott Prescott College 220 Grove Ave. 928-778-2090 www.prescott.edu Yavapai College 1100 E. Sheldon St. 928-445-7300 www.yc.edu Mountain Institute Joint Technical Education District (JTED) 3003 Centerpointe East Drive 928-771-0791 www.micted.net Career & Technical Education Center (CTEC) 220 Ruger Road 928-776-2002 www.yc.edu/ctec Abia Judd Elementary School Prescott Unified School District 1749 Williamson Valley Road 928-717-3263 www.prescottschools.com/aj Lincoln Elementary School Prescott Unified School District 201 Park Ave. 928-717-3249 www.prescottschools.com/lincoln Taylor Hicks Elementary School Prescott Unified School District 1845 Campbell Ave. 928-717-3276 www.prescottschools.com/th Granite Mountain School 5th-6th Prescott Unified School District 1800 Williamson Valley Road 928-717-3253 www.prescottschools.com/gms Prescott Mile High Middle School Prescott Unified School District 300 S. Granite St. 928-717-3241 www.prescottschools.com/pmhms Prescott High School Prescott Unified School District 1050 N. Ruth St. 928-445-2322 www.prescottschools.com/phs Aspire High School Yavapai Accomodation School District #99 2972 Centerpointe Drive East 928-795-8126 www.yavapaicountyhighschool.com BASIS Prescott K-12th Charter School 1901 Prescott Lakes Pkwy. 928-277-0334 www.basisprescott.org La Tierra Community School K-7th Charter School 124 N. Virginia St. 928-445-5100 www.latierracommunityschool.org Mountain Oak Charter School Preschool-7th 1455 Willow Creek Road 928-541-7700 www.mountainoakschool.org Northpoint Expeditionary Learning Academy Charter High School 551 First St. 928-717-3272 www.northpointacademy.org Primavera School Pre-6th Private School 1446 Moyer Road 928-445-5382 www.primaveraschool.org Sacred Heart Catholic School Preschool-8th Private School 131 N. Summit Ave. 928-445-2621 www.sacredhearteducation.com Skyview School K-8th Charter School 125 S. Rush St. 928-776-1730 www.skyviewschool.org Tri-City College Prep High School 5th-12th Charter School 5522 Side Road 928-777-0403 www.tricityprep.org Trinity Christian School K-12 Private School 1212 Warrior Way 928-445-6306 www.trinitychristianaz.com Willow Creek Charter School K-8th Charter School 2100 Willow Creek Road 928-776-1212 www.willowcreekcharter.com PRESCOTT VALLEY Northern Arizona University Prescott Valley Campus 7351 Skoog Blvd. 928-775-4567 www.nau.edu/prescottvalley Bright Futures Preschool Humboldt Unified School District 6411 N. Robert Road 928-759-5130 www.bf.humboldtunified.com Coyote Springs Elementary Humboldt Unified School District 6625 N. Cattletrack Drive 928-759-4300 www.cs.humboldtunified.com Granville Elementary School Humboldt Unified School District 5250 N. Stover Drive 928-759-4800 www.ge.humboldtunified.com Humboldt Elementary School Humboldt Unified School District 2750 S. Corral St. 928-759-4400 www.he.humboldtunified.com Lake Valley Elementary School Humboldt Unified School District 3900 N. Starlight Drive 928-759-4200 www.lv.humboldtunified.com Liberty Traditional School Humboldt Unified School District K-8th 3300 N. Lake Valley Road 928-759-4500 www.lib.humboldtunified.com Mountain View Elementary School Humboldt Unified School District 8601 E. Loos Drive 928-759-4700 www.mv.humboldtunified.com Glassford Hill Middle School Humboldt Unified School District 6901 Panther Path 928-759-4600 www.gh.humboldtunified.com Bradshaw Mountain High School Humboldt Unified School District 6000 Long Look Drive 928-759-4100 www.hs.humboldtunified.com AAEC High School Charter School 7500 E. Skoog Blvd. 928-775-3200 www.aaechs.com Franklin Phonetic Primary School K-8th Charter School 6116 E. Hwy. 69 928-775-6747 www.franklinphoneticschool.com Prescott Valley Charter School K-8th Charter School 9500 Lorna Lane 928-772-8744 www.pvschool.com Acorn Montessori Schools Pre-8th Charter School 8556 E Loos Drive 928-772-5778 www.acornmontessori.com Park View Middle School Charter School 9030 E. Florentine Road 928-775-5115 www.parkviewschool.org Canyon View Prep Academy Charter High School 9030 E. Florentine Road 928-775-5115 www.canyonview-prep.org PACE Preparatory Academy Charter High School 6711 E 2nd St. 928-775-9675 www.paceacademy.com Prescott Valley School K-8th Charter School 9500 Lorna Lane 928-772-8744 www.pvschool.com Yavapai County High School Yavapai Accomodation School District #99 6325 Baja Cir. 928-771-3568 www.yavapaicountyhighschool.com MAYER Orme School Private High School 1000 E. Orme School Road 928-632-7601 www.ormeschool.org DEWEY Bradshaw Mountain Middle School Humboldt Unified School District 12255 Turquoise Cir. 928-759-4900 www.ms.humboldtunified.com CHINO VALLEY Del Rio Elementary School Chino Valley Unified School District 1036 North Road 1 West 928-636-4414 www.drs.chinovalleyschools.com Heritage Middle School Chino Valley Unified School District 1076 North Road 1 West 928-636-4464 www.hms.chinovalleyschools.com Chino Valley High School Chino Valley Unified School District 760 E. Center St. 928-636-2298 www.cvhs.chinovalleyschools.com PUBLIC SCHOOL DISTRICTS Prescott Unified School District 300 E. Gurley St. 928 445-5400 www.prescottschools.com Yavapai Accomodation School District #99 2972 Centerpointe E. Dr. 928-759-8126

www.yavapaicountyhighschool.com Chino Valley Unified School District 650 E. Center St. 928-636-2458 www.chinovalleyschools.com Humboldt Unified School District 6411 N. Robert Road 928-759-4000 www.humboldtunified.com