Branding Beyond the Logo (Abbotsford 2011)

transcript

Branding Beyond the LogoAbbotsford Workshop 2011

Start With Mission & Vision

• This is the core of who you are as a church

• This is the core of who you are as a church• What are you the best at? What makes

you different? How can you best serve your community?

• This is the core of who you are as a church• What are you the best at? What makes

you different? How can you best serve your community?• Clearly identifying your unique vision

and passion beyond the basics.

The differences at Granger Community Church in the next five years will greater than the changes in the past twenty-five combined. GCC is not just an institution or location; we are a movement of people who understand that we are Jesus’ plan to transform and heal communities. We accept the challenge and are raising the bar.

To see 1% of the city of Chicago, that’s nearly 30,000 people, cross the line of faith and be connected into biblical community.

Your Things Are Not Your Brand

• Your brand is not your logo, tagline or building

•These are expressions and marks of your brand, but they’re not the brand itself.

• A brand is a user experience based on a person’s interaction with you

ZAG: Your brand is the gut feeling people have about you.

• Seth Godin

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

• Peter Merholz

“When you start with the idea of making a thing [like a camera, website or single worship service] you’re artificially limiting what you deliver.”

• Starbucks is more than coffee

• Third place between home and work

• Churches have tried to embrace this “third place” idea

• Care about the experience first and then design the product

• Genius Bar• People want to

share their Apple experience with others

• You can’t control your brand • You can shape it

• People act as the brands heart, head, eyes, hands, ears and voice.

• Everybody who plans, writes, designs or thinks about the brand is responsible making sure it remains intact and understandable.

Questions to Ask

• What do people experience when they hang out with you?• How do they experience you?• What kind of experience do they expect

next time they encounter you?• Have you actually asked? Taken a poll?

Questions to Ask

• To whom are you making promises?• Are there multiple promises to multiple

groups?• What do the experiences have in

common?• Are you telling the same story to all

audiences?

Questions to Ask

• People evaluate your brand as a way to express themselves.

Questions to Ask

• People evaluate your brand as a way to express themselves.• How are you enabling them to do it?• What part of you can they share?• How can they become involved?• What language, story or event can they

share?• How are you helping them share

(Facebook, invite tools, etc.)

Questions to Ask For the Future

• What do you want people to think of when they think of you?

• What experience do you hope runs through all of your projects?

• What story are you telling in which they can participate?

• What’s the difference in your experience from the experiences of others?

Fostering a Meaningful Brand

• How do you foster a meaningful and authentic brand expression?

• How do you foster a meaningful and authentic brand expression?• Be consistent across all touch points

How to Build a Meaningful Brand

• How do you create a meaningful and authentic brand expression?• Be consistent across all touch points• Create paths for engagement/buy-in

• How do you create a meaningful and authentic brand expression?• Be consistent across all touch points• Create paths for engagement/buy-in• Assimilation in the church• How do people first make contact with you?• What are the next steps?• How do they go from passive to involved?

• Your brand can’t be faked• You can’t deliver what you’re not

passionate about• People can see what you do and don’t

care about

• Your brand is who you are and where you’re moving as a congregation• Are you traditional? Contemporary?

Stiff? Laid-back? Outreach focused? Closed to new people?• Are they passionate about what you’re

doing as a church?

• Everything you do communicates something about you

• Everything you do communicates something about you• A run down building says as much as a

well designed brochure

• Everything you do communicates something about you• A run down building says as much as a

well designed brochure• Inconsistent communication, or saying

one thing and doing another, says you’re not authentic.

• Strong brand management means:• Making tough decisions• What are you the best in the world at?• What is a waste of resources?

• Committing to thoughtful communication

QUESTIONS

Contact Information

• Jerod Clark• jclark@crcna.org• www.churchjuice.com• 800.879.6555

Branding Beyond the LogoAbbotsford Workshop 2011

Branding Beyond the Logo (Abbotsford 2011)

Spiritual