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Branding Beyond the Logo (Abbotsford 2011)
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Branding Beyond the Logo (Abbotsford 2011)

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  • 1. Branding Beyond the Logo
    Abbotsford Workshop 2011
  • 2.
  • 3. Start With Mission & Vision
    • This is the core of who you are as a church
  • Start With Mission & Vision
    • This is the core of who you are as a church
    • 4. What are you the best at? What makes you different? How can you best serve your community?
  • Start With Mission & Vision
    • This is the core of who you are as a church
    • 5. What are you the best at? What makes you different? How can you best serve your community?
    • 6. Clearly identifying your unique vision and passion beyond the basics.
  • Start With Mission & Vision
    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.
  • 7. Start With Mission & Vision
    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.
  • 8.
  • 9. Your Things Are Not Your Brand
    • Your brand is not your logo, tagline or building
    • 10. These are expressions and marks of your brand, but they’re not the brand itself.
  • Your Things Are Not Your Brand
    • A brand is a user experience based on a person’s interaction with you
  • Your Things Are Not Your Brand
    • 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.
  • 11. Your Things Are Not Your Brand
    • 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.”
  • 12. Your Things Are Not Your Brand
    • 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.”
  • 13. Your Things Are Not Your Brand
    • Starbucks is more than coffee
    • 14. Third place between home and work
    • 15. Churches have tried to embrace this “third place” idea
  • Your Things Are Not Your Brand
    • Care about the experience first and then design the product
    • 16. Genius Bar
    • 17. People want to share their Apple experience with others
  • Your Things Are Not Your Brand
    • You can’t control your brand
    • 18. You can shape it
  • Your Things Are Not Your Brand
    • You can’t control your brand
    • 19. You can shape it
    • 20. People act as the brands heart, head, eyes, hands, ears and voice.
    • 21. 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?
    • 22. How do they experience you?
    • 23. What kind of experience do they expect next time they encounter you?
    • 24. Have you actually asked? Taken a poll?
  • Questions to Ask
    • To whom are you making promises?
    • 25. Are there multiple promises to multiple groups?
    • 26. What do the experiences have in common?
    • 27. 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.
    • 28. How are you enabling them to do it?
    • 29. What part of you can they share?
    • 30. How can they become involved?
    • 31. What language, story or event can they share?
    • 32. 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?
  • Questions to Ask For the Future
    • What do you want people to think of when they think of you?
    • 33. What experience do you hope runs through all of your projects?
  • Questions to Ask For the Future
    • What do you want people to think of when they think of you?
    • 34. What experience do you hope runs through all of your projects?
    • 35. What story are you telling in which they can participate?
  • Questions to Ask For the Future
    • What do you want people to think of when they think of you?
    • 36. What experience do you hope runs through all of your projects?
    • 37. What story are you telling in which they can participate?
    • 38. What’s the difference in your experience from the experiences of others?
  • 39. Fostering a Meaningful Brand
    • How do you foster a meaningful and authentic brand expression?
  • Fostering a Meaningful Brand
    • How do you foster a meaningful and authentic brand expression?
    • 40. Be consistent across all touch points
  • How to Build a Meaningful Brand
  • 41.
  • 42. Fostering a Meaningful Brand
    • How do you create a meaningful and authentic brand expression?
    • 43. Be consistent across all touch points
    • 44. Create paths for engagement/buy-in
  • Fostering a Meaningful Brand
    • How do you create a meaningful and authentic brand expression?
    • 45. Be consistent across all touch points
    • 46. Create paths for engagement/buy-in
    • 47. Assimilation in the church
    • 48. How do people first make contact with you?
    • 49. What are the next steps?
    • 50. How do they go from passive to involved?
  • Fostering a Meaningful Brand
    • Your brand can’t be faked
    • 51. You can’t deliver what you’re not passionate about
    • 52. People can see what you do and don’t care about
  • Fostering a Meaningful Brand
    • Your brand is who you are and where you’re moving as a congregation
    • 53. Are you traditional? Contemporary? Stiff? Laid-back? Outreach focused? Closed to new people?
    • 54. Are they passionate about what you’re doing as a church?
  • Fostering a Meaningful Brand
    • Everything you do communicates something about you
  • Fostering a Meaningful Brand
    • Everything you do communicates something about you
    • 55. A run down building says as much as a well designed brochure
  • Fostering a Meaningful Brand
    • Everything you do communicates something about you
    • 56. A run down building says as much as a well designed brochure
    • 57. Inconsistent communication, or saying one thing and doing another, says you’re not authentic.
  • Fostering a Meaningful Brand
    • Strong brand management means:
    • 58. Making tough decisions
    • 59. What are you the best in the world at?
    • 60. What is a waste of resources?
  • Fostering a Meaningful Brand
    • Strong brand management means:
    • 61. Making tough decisions
    • 62. What are you the best in the world at?
    • 63. What is a waste of resources?
    • 64. Committing to thoughtful communication
  • QUESTIONS
  • 65. Contact Information
  • Branding Beyond the Logo
    Abbotsford Workshop 2011