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Branding Beyond the Logo (Abbotsford 2011)
 

Branding Beyond the Logo (Abbotsford 2011)

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

    • Branding Beyond the Logo
      Abbotsford Workshop 2011
    • 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
      • 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
      • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.”
    • 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.”
    • Your Things Are Not Your Brand
      • Starbucks is more than coffee
      • Third place between home and work
      • 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
      • Genius Bar
      • People want to share their Apple experience with others
    • Your Things Are Not Your Brand
      • You can’t control your brand
      • You can shape it
    • Your Things Are Not Your Brand
      • 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?
    • 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?
    • 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?
    • 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?
    • Fostering a Meaningful Brand
      • How do you foster a meaningful and authentic brand expression?
      • Be consistent across all touch points
    • How to Build a Meaningful Brand
    • Fostering 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
    • Fostering 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
      • 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?
    • Fostering a Meaningful Brand
      • 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
    • Fostering a Meaningful Brand
      • 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?
    • Fostering a Meaningful Brand
      • Everything you do communicates something about you
    • Fostering a Meaningful Brand
      • Everything you do communicates something about you
      • A run down building says as much as a well designed brochure
    • Fostering a Meaningful Brand
      • 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.
    • Fostering a Meaningful Brand
      • Strong brand management means:
      • Making tough decisions
      • What are you the best in the world at?
      • What is a waste of resources?
    • Fostering a Meaningful Brand
      • 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 Logo
      Abbotsford Workshop 2011