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Building Your Church
Through Branding
Rev. Michael Mueller
www.LovingShepherd.com
Who Do Others Say I Am?
• How would your congregation describe your
church?
• Your guests?
• Your neighbors?
• Your mayor ...
Branding—Why Do I Care?
• Churches often think:
– offer functional benefits: worship, Bible studies,
newsletters, fellowsh...
I’m Leary of Using Emotions
• Emotions
– Using emotions for visibility and growth not
deceptive
– Opposite, extremely hone...
How Do People Pick a Church?
•
•
•
•

Trust it
Know it
Rely on it, or…
It's been highly recommended by someone
trusted
• P...
Determine Core Reason for Being
• Your reason for doing what you do
• Authentic
• Expressed in vision, mission, position, ...
Develop Vision
• Expresses broadly how to advantage strengths
• Only worry about weaknesses if serious
disadvantage
• Visi...
Loving Shepherd Vision
Relationships Love is central to our relationship with
Christ and with our neighbor
Evangelism
We b...
Brand
Expressed in the name, logo, advertising,
website, etc. as tools, but it is the emotional
response to the core idea ...
Operating Model
• A promise of who you are
• Consistent
– Organizational model
– Messaging
– Everyone on same page
– It’s ...
Loving Shepherd
• Logo
– Good Shepherd Jesus holding a single lamb to
show both the compassion and individual nature
of ca...
Loving Shepherd: Advertising

Brochure
Who We Are

12/16/2013

Building Your Church Through Branding

12
Loving Shepherd: Advertising

Brochure
Who We Are

12/16/2013

Building Your Church Through Branding

13
Trifold
What We
Believe

12/16/2013

Building Your Church Through Branding

14
Trifold
What We
Believe

12/16/2013

Building Your Church Through Branding

15
Loving Shepherd: Website

12/16/2013

Building Your Church Through Branding

16
Contemporary
Worship
Services

12/16/2013

Building Your Church Through Branding

17
Monthly
Newsletters

12/16/2013

Building Your Church Through Branding

18
Pastoral
Resources

12/16/2013

Building Your Church Through Branding

19
Church
Resources

12/16/2013

Building Your Church Through Branding

20
Faith
Questions

12/16/2013

Building Your Church Through Branding

21
Videos

12/16/2013

Building Your Church Through Branding

22
Implementing a Strategy
•
•
•
•
•
•

Find out why members joined
Tie to core reason to exist
Build reputation among family...
Emotional Benefit
• May not be intuitively obvious
– Talk with loyal members and prospectives
– Look what competition say ...
Personal Relationships

Frequent
Fellowship
Events

12/16/2013

Building Your Church Through Branding

25
Youth
Retreats

12/16/2013

Building Your Church Through Branding

26
Visible
Community
Events

12/16/2013

Building Your Church Through Branding

27
Visible
Community
Organizations

12/16/2013

Building Your Church Through Branding

28
Public
Faith
Events

12/16/2013

Building Your Church Through Branding

29
Children’s
Programs

12/16/2013

Building Your Church Through Branding

30
VBS Drama

12/16/2013

Building Your Church Through Branding

31
Community
Service

12/16/2013

Building Your Church Through Branding

32
Community
Fund Raising

12/16/2013

Building Your Church Through Branding

33
Brand Strategy Development
• Brand strategy: how, what, when, and to whom you
communicate
• Clear and concise brand strong...
Example
•
•
•
•
•

Church
Doctrine
Outcome
Reformed Holy living Perpetual purgatory
Liberal
Serve only Look like culture
P...
Be Consistent
• Clear and understood in all communications
– Especially inside own church
– Talk only about things relate ...
Connect Emotionally
• Generates more loyalty and active
involvement than does rational thought
• Way brand makes you feel
...
How Connect Emotionally?
• Sometimes, just a thank you
• Great brands give more than that
– Write personalized letter
– Se...
Loving Shepherd Video

12/16/2013

Building Your Church Through Branding

39
Flexible and Creative
• Be winsome and act with grace, but not at
expense of truth and core beliefs
• Sponsor a convocatio...
Measure What Connects
•
•
•
•
•
•

Do more things with key elements
Return on investment to strengthen brand
Ask for feedb...
Keep Eye on Other Churches
• Use successes from other churches,
if not dilute brand
• Share successes and failures with ot...
Brand Strategy Goal
•
•
•
•

Members and perspects multiple needs
Best first connect everyone on common ground
Then articu...
Community
• Community is powerful and effective
platform to engage prospects
• Active community, members feel need to
conn...
Tactics
• Make new rules—be a clear alternative to existing choices
• Market a belief—conviction, passion and commitment—
...
Think Critically
• Constantly measuring what you say and do
against vision and strategies
• Brand strategy thinking is abo...
Building Your Church
Through Branding
• Questions?

12/16/2013

Building Your Church Through Branding

47
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Branding is to tie your core reason for existence to your members, prospects and the community through a comprehensive emotional bond that is both defined and evoked through focused tactics that flow from a deliberate set of strategies.

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Transcript of "Building Your Church Through Branding"

  1. 1. Building Your Church Through Branding Rev. Michael Mueller www.LovingShepherd.com
  2. 2. Who Do Others Say I Am? • How would your congregation describe your church? • Your guests? • Your neighbors? • Your mayor and community leaders? • The lady at the local grocery? 12/16/2013 Building Your Church Through Branding 2
  3. 3. Branding—Why Do I Care? • Churches often think: – offer functional benefits: worship, Bible studies, newsletters, fellowship and home visits – Underlying emotional benefit: trust and reliability – Creates emotional appeal • Branding ties reason for existence to your members, prospectives and the community – Comprehensive emotional bond – Through focused tactics flowing from a deliberate set of strategies 12/16/2013 Building Your Church Through Branding 3
  4. 4. I’m Leary of Using Emotions • Emotions – Using emotions for visibility and growth not deceptive – Opposite, extremely honest about core identity – Aligns everything said and done to reflect that core • 80% trust recommendations from family, friends, and “influential” persons – Over all other forms of advertising and marketing – Emotions work is self-evident – Examine successful consumer marketing campaigns 12/16/2013 Building Your Church Through Branding 4
  5. 5. How Do People Pick a Church? • • • • Trust it Know it Rely on it, or… It's been highly recommended by someone trusted • Provide emotional benefits because there is a relationship beyond the church itself 12/16/2013 Building Your Church Through Branding 5
  6. 6. Determine Core Reason for Being • Your reason for doing what you do • Authentic • Expressed in vision, mission, position, values and character • Communicating through everything you say and do—consistently Example: My website’s (LovingShepherd.com) core motivation is ‘to bring compassion and comfort through an online ministry’ 12/16/2013 Building Your Church Through Branding 6
  7. 7. Develop Vision • Expresses broadly how to advantage strengths • Only worry about weaknesses if serious disadvantage • Vision flows from core motivation to be who you are 12/16/2013 Building Your Church Through Branding 7
  8. 8. Loving Shepherd Vision Relationships Love is central to our relationship with Christ and with our neighbor Evangelism We bring the Christ that lives within us to those around us Teaching God’s Word is made clear and applied to our lives through the Holy Spirit Discipleship The Holy Spirit makes Disciples through Bible study and serving our neighbor Involvement Every Christian builds the body of Christ by using their gifts of the Holy Spirit Service We serve Christ by serving the needs of all people inside and outside the church 12/16/2013 Building Your Church Through Branding 8
  9. 9. Brand Expressed in the name, logo, advertising, website, etc. as tools, but it is the emotional response to the core idea for its existence manifested in its products, services, people, places and experiences • More than filling physical need, emotional connection 12/16/2013 Building Your Church Through Branding 9
  10. 10. Operating Model • A promise of who you are • Consistent – Organizational model – Messaging – Everyone on same page – It’s why current members belong and what attracts new members 12/16/2013 Building Your Church Through Branding 10
  11. 11. Loving Shepherd • Logo – Good Shepherd Jesus holding a single lamb to show both the compassion and individual nature of care – Background is a cross to express the sacrificial nature of that compassion – Round border is without any sharp edges to portray the non-judgmental nature of the support and comfort offered 12/16/2013 Building Your Church Through Branding 11
  12. 12. Loving Shepherd: Advertising Brochure Who We Are 12/16/2013 Building Your Church Through Branding 12
  13. 13. Loving Shepherd: Advertising Brochure Who We Are 12/16/2013 Building Your Church Through Branding 13
  14. 14. Trifold What We Believe 12/16/2013 Building Your Church Through Branding 14
  15. 15. Trifold What We Believe 12/16/2013 Building Your Church Through Branding 15
  16. 16. Loving Shepherd: Website 12/16/2013 Building Your Church Through Branding 16
  17. 17. Contemporary Worship Services 12/16/2013 Building Your Church Through Branding 17
  18. 18. Monthly Newsletters 12/16/2013 Building Your Church Through Branding 18
  19. 19. Pastoral Resources 12/16/2013 Building Your Church Through Branding 19
  20. 20. Church Resources 12/16/2013 Building Your Church Through Branding 20
  21. 21. Faith Questions 12/16/2013 Building Your Church Through Branding 21
  22. 22. Videos 12/16/2013 Building Your Church Through Branding 22
  23. 23. Implementing a Strategy • • • • • • Find out why members joined Tie to core reason to exist Build reputation among family & friends Help get through life’s troubles Allow to balance work and family pressures Trust and reliability—creates emotional appeal 12/16/2013 Building Your Church Through Branding 23
  24. 24. Emotional Benefit • May not be intuitively obvious – Talk with loyal members and prospectives – Look what competition say to members & prospects – Why members and prospects need to come back • Members and prospectives don't necessarily remember what do for them as much as how you made them feel • There's where can uncover emotional benefit 12/16/2013 Building Your Church Through Branding 24
  25. 25. Personal Relationships Frequent Fellowship Events 12/16/2013 Building Your Church Through Branding 25
  26. 26. Youth Retreats 12/16/2013 Building Your Church Through Branding 26
  27. 27. Visible Community Events 12/16/2013 Building Your Church Through Branding 27
  28. 28. Visible Community Organizations 12/16/2013 Building Your Church Through Branding 28
  29. 29. Public Faith Events 12/16/2013 Building Your Church Through Branding 29
  30. 30. Children’s Programs 12/16/2013 Building Your Church Through Branding 30
  31. 31. VBS Drama 12/16/2013 Building Your Church Through Branding 31
  32. 32. Community Service 12/16/2013 Building Your Church Through Branding 32
  33. 33. Community Fund Raising 12/16/2013 Building Your Church Through Branding 33
  34. 34. Brand Strategy Development • Brand strategy: how, what, when, and to whom you communicate • Clear and concise brand stronger brand equity • How people feel about or perceive your church • How much willing to sacrifice to be a part of it • Brand not church services, fellowship, doctrine, logo, website, or name • It’s perceive about you, and how you make them feel • Figure out do best beyond what now offer, and make part of your brand strategy 12/16/2013 Building Your Church Through Branding 34
  35. 35. Example • • • • • Church Doctrine Outcome Reformed Holy living Perpetual purgatory Liberal Serve only Look like culture Pentecostal Emotions Emphasize Spirit non–Biblical approaches put focus on me Lutheran True Grace At peace to serve True Lutherans have natural advantage over most churches 12/16/2013 Building Your Church Through Branding 35
  36. 36. Be Consistent • Clear and understood in all communications – Especially inside own church – Talk only about things relate to or enhance brand – Ask: Does align with our message? – Differentiates from other churches 12/16/2013 Building Your Church Through Branding 36
  37. 37. Connect Emotionally • Generates more loyalty and active involvement than does rational thought • Way brand makes you feel – Belong, part of group – More tight-knit than bunch of church goers • Connect with members and prospectives – Answer questions and concerns on social media – A little goes a long way 12/16/2013 Building Your Church Through Branding 37
  38. 38. How Connect Emotionally? • Sometimes, just a thank you • Great brands give more than that – Write personalized letter – Send Swag with letter • Ask members, guests write review – Feature prominently on Facebook site – Pictures, shout outs, videos, praise • Remembrance at event, worship service or fellowship event • DVD showing what happens outside of worship and Sunday school • Visit, visit, visit, and then visit 12/16/2013 Building Your Church Through Branding 38
  39. 39. Loving Shepherd Video 12/16/2013 Building Your Church Through Branding 39
  40. 40. Flexible and Creative • Be winsome and act with grace, but not at expense of truth and core beliefs • Sponsor a convocation on topical questions – How would Jesus respond to Islam? – How do we determine truth? – How can a loving God allow so much evil in this world? – What proof is there of Creation? 12/16/2013 Building Your Church Through Branding 40
  41. 41. Measure What Connects • • • • • • Do more things with key elements Return on investment to strengthen brand Ask for feedback and listen, listen, listen Not resonate, not enough reason to love you Always have post mortem soon after event Engage members in fresh, new ways, but always remind why they love you 12/16/2013 Building Your Church Through Branding 41
  42. 42. Keep Eye on Other Churches • Use successes from other churches, if not dilute brand • Share successes and failures with other LCMS churches • Don’t be distracted away from brand • Everyone won’t be attracted to your brand— shouldn’t try to be all things to all people 12/16/2013 Building Your Church Through Branding 42
  43. 43. Brand Strategy Goal • • • • Members and perspects multiple needs Best first connect everyone on common ground Then articulate clearly what’s in it for them Goal is to stimulate an engaging conversation that allows us to change perception, diagnose expectations and bring clarity to the dialogue • Essence of brand strategy—the foundation of your communication that builds authentic relationships between you and your members 12/16/2013 Building Your Church Through Branding 43
  44. 44. Community • Community is powerful and effective platform to engage prospects • Active community, members feel need to connect with each other in context of brand • All want to be insider of something – Excites to tell people of community we belong – and what knowledge we possess • Personal recommendations, most powerful 12/16/2013 Building Your Church Through Branding 44
  45. 45. Tactics • Make new rules—be a clear alternative to existing choices • Market a belief—conviction, passion and commitment— improve lives, families, community • Create sense of belonging—collaborate and unify to create • Encourage meaningful participation, authenticity, connections • Enable expression—Be a conduit for people to express—reflect lifestyle and values that speak for who they are • Create or curate a culture—be relevant, current—echo chamber of peers and influencers—amplify and reflect • Leverage tension—countercultural—give winsome voice to dissatisfactions—solutions traditional culture does not solve • Use scarcity—be adopted, not selected—create cache and exclusivity—it’s a privilege to belong—not everyone can belong 12/16/2013 Building Your Church Through Branding 45
  46. 46. Think Critically • Constantly measuring what you say and do against vision and strategies • Brand strategy thinking is about creating the right experience that involves all members and prospect in order the to foster a better strategy 12/16/2013 Building Your Church Through Branding 46
  47. 47. Building Your Church Through Branding • Questions? 12/16/2013 Building Your Church Through Branding 47
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