The blog ChurchMarketingSucks had a recent post on creating your congregation’s brand. Here is my response to their key questions of:
Should you find your church in need of an effective brand management strategy, here are three questions that I submit as points to start the dialogue:
- What is your church’s brand?
- Who is specifically responsible for managing your church’s brand?
- How do you effectively communicate your church’s brand internally and externally?
Another way to put the concept is, how can you meet the needs of your audience. For example, if visiting seekers are looking for your services, what can you do to help them understand what you have is what they are looking for?
The post’s questions are a great start. Let me just highlight that branding is not a one step effort but an ongoing process. You don’t just put up a sign with a simple logo and call it done. You don’t just put a logo on the bulletin and call it done. You need to do more then add a color to the name tags to be finished. Branding is a process of communicating what the values, ideal and aspirations of an organization through symbols as well as words. Do you know any other process that has been ongoing for say about 2000 years?
Communicating the truth of your services will take time and effort. You need to put it in the language of your seekers, not the internal shorthand of those inside. You need to share the joy and fun of joining. But then some causes are worth a little effort aren’t they?
The idea of working in collaboration has been around for a while, and CharlotteOne has a great idea. Notice how well McDonalds and CocaCola have been working together for a few years. Both win by meeting the needs of their customers.
I also remind others that defining your brand can be a significant effort. Especially for those not practiced in brand development work. But the beginning approach is to look at what the value is to a new guest to your house. Consider how their needs can be met better, or more uniquely then the other choices a visitor has. Every town has a variety of churches sharing the word of Christ. Again the key is to look at it through the visitors perspectives. Your perspective can provide hints. But more importantly look at what you valued when you 1st entered your congregation and what your needs were then. Consider what you were looking for, and how you choose to attend.
Branding can be a great way to define what your value can be to a new seeker. This effort can be lead by others or used as a team development project that can truly inspire all to greater sense of clarity to what the value is to the seeker.