Branding Beyond the Logo

Branding Beyond the Logo
Calvin Symposium on Worship 2011

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

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

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 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?

People evaluate your brand to see if it connects to them
People use brands to say something about themselves

iPhone owners don’t just like it because it’s a good smart phone
They show the world they are Apple people

Prius fits an owners lifestyle
They wear eco-friendly clothing while buying fair-trade coffee at Whole Foods with a blood-free diamond ring on their finger from Tiffany’s

This person is borrowing the meaning from these brands to tell a story about themselves that ranges from a commitment to social responsibility to a love for quality and style.

They express me
People don’t give to your church because they have extra cash, but they believe in what you’re doing
They don’t wear shirt from the church to stay warm, they want to show they’re living out God’s mission
People don’t share your church on Facebook because there’s nothing better to say, but because they believe in what your church is doing.

Your brand gives people a chance 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.)

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

Create paths for engagement
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 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
A run down building says as much as a well designed brochure
Inconsistent communication, or saying one thing and doing another,

Strong brand management means:
Clearly identifying your unique vision and passion

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.

Strong brand management means:
Clearly identifying your unique vision and passion
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
Steven Koster
stevenkoster@crcna.org
800.879.6555
www.reframemedia.com
Jerod Clark
jclark@crcna.org
www.churchjuice.com

Branding Beyond the Logo
Calvin Symposium on Worship 2011

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Branding Beyond the Logo

by churchjuice on Jan 29, 2011

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