Branding Beyond the Logo

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Church Juice gave this presentation about church branding at the 2011 Calvin Symposium on Worship

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Branding Beyond the Logo

  1. 1. Branding Beyond the Logo<br />Calvin Symposium on Worship 2011<br />
  2. 2.
  3. 3. Your Things Are Not Your Brand<br /><ul><li>Your brand is not your logo, tagline or building
  4. 4. These are expressions and marks of your brand, but they’re not the brand itself.</li></li></ul><li>Your Things Are Not Your Brand<br /><ul><li>A brand is a user experience based on a person’s interaction with you</li></li></ul><li>Your Things Are Not Your Brand<br /><ul><li>A brand is a user experience based on a person’s interaction with you</li></ul>ZAG: Your brand is the gut feeling people have about you.<br />
  5. 5. Your Things Are Not Your Brand<br /><ul><li>Seth Godin</li></ul>“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.”<br />
  6. 6. Your Things Are Not Your Brand<br /><ul><li>Peter Merholz</li></ul> “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.”<br />
  7. 7. Your Things Are Not Your Brand<br /><ul><li>Starbucks is more than coffee
  8. 8. Third place between home and work
  9. 9. Churches have tried to embrace this “third place” idea</li></li></ul><li>Your Things Are Not Your Brand<br /><ul><li>Care about the experience first and then design the product
  10. 10. Genius Bar
  11. 11. People want to share their Apple experience with others</li></li></ul><li>Your Things Are Not Your Brand<br /><ul><li>You can’t control your brand
  12. 12. You can shape it</li></li></ul><li>Your Things Are Not Your Brand<br /><ul><li>You can’t control your brand
  13. 13. You can shape it
  14. 14. People act as the brands heart, head, eyes, hands, ears and voice.
  15. 15. Everybody who plans, writes, designs or thinks about the brand is responsible making sure it remains intact and understandable.</li></li></ul><li>Questions to Ask<br /><ul><li>What do people experience when they hang out with you?
  16. 16. How do they experience you?
  17. 17. What kind of experience do they expect next time they encounter you?
  18. 18. Have you actually asked? Taken a poll?</li></li></ul><li>Questions to Ask<br /><ul><li>To whom are you making promises?
  19. 19. Are there multiple promises to multiple groups?
  20. 20. What do the experiences have in common?
  21. 21. Are you telling the same story to all audiences?</li></li></ul><li>Questions to Ask For the Future<br /><ul><li>What do you want people to think of when they think of you?
  22. 22. What experience do you hope runs through all of your projects?
  23. 23. What story are you telling in which they can participate?
  24. 24. What’s the difference in your experience from the experiences of others?</li></li></ul><li>
  25. 25. <ul><li>People evaluate your brand to see if it connects to them
  26. 26. People use brands to say something about themselves</li></li></ul><li><ul><li>iPhone owners don’t just like it because it’s a good smart phone
  27. 27. They show the world they are Apple people </li></li></ul><li><ul><li>Prius fits an owners lifestyle
  28. 28. 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</li></li></ul><li><ul><li>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. </li></li></ul><li><ul><li>They express me
  29. 29. People don’t give to your church because they have extra cash, but they believe in what you’re doing
  30. 30. They don’t wear shirt from the church to stay warm, they want to show they’re living out God’s mission
  31. 31. 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.</li></li></ul><li><ul><li>Your brand gives people a chance to express themselves.
  32. 32. How are you enabling them to do it?
  33. 33. What part of you can they share?
  34. 34. How can they become involved?
  35. 35. What language, story or event can they share?
  36. 36. How are you helping them share (Facebook, invite tools, etc.)</li></li></ul><li>
  37. 37. How to Build a Meaningful Brand<br /><ul><li>How do you create a meaningful and authentic brand expression?</li></li></ul><li>How to Build a Meaningful Brand<br /><ul><li>How do you create a meaningful and authentic brand expression?
  38. 38. Be consistent across all touch points</li></li></ul><li>How to Build a Meaningful Brand<br />
  39. 39.
  40. 40. How to Build a Meaningful Brand<br /><ul><li>How do you create a meaningful and authentic brand expression?
  41. 41. Be consistent across all touch points
  42. 42. Create paths for engagement</li></li></ul><li>How to Build a Meaningful Brand<br /><ul><li>How do you create a meaningful and authentic brand expression?
  43. 43. Be consistent across all touch points
  44. 44. Create paths for engagement
  45. 45. Assimilation in the church
  46. 46. How do people first make contact with you?
  47. 47. What are the next steps?
  48. 48. How do they go from passive to involved?</li></li></ul><li>How to Build a Meaningful Brand<br /><ul><li>Your brand can’t be faked
  49. 49. You can’t deliver what you’re not passionate about
  50. 50. People can see what you do and don’t care about</li></li></ul><li>How to Build a Meaningful Brand<br /><ul><li>Your brand is who you are as a congregation
  51. 51. Are you traditional? Contemporary? Stiff? Laid-back? Outreach focused? Closed to new people?
  52. 52. Are they passionate about what you’re doing as a church?</li></li></ul><li>How to Build a Meaningful Brand<br /><ul><li>Everything you do communicates something about you
  53. 53. A run down building says as much as a well designed brochure
  54. 54. Inconsistent communication, or saying one thing and doing another, </li></li></ul><li>How to Build a Meaningful Brand<br /><ul><li>Strong brand management means:
  55. 55. Clearly identifying your unique vision and passion</li></li></ul><li>How to Build a Meaningful Brand<br />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.<br />
  56. 56. How to Build a Meaningful Brand<br />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.<br />
  57. 57. How to Build a Meaningful Brand<br /><ul><li>Strong brand management means:
  58. 58. Clearly identifying your unique vision and passion
  59. 59. Making tough decisions
  60. 60. What are you the best in the world at?
  61. 61. What is a waste of resources?
  62. 62. Committing to thoughtful communication</li></li></ul><li>QUESTIONS<br />
  63. 63. Contact Information<br /><ul><li>Steven Koster
  64. 64. stevenkoster@crcna.org
  65. 65. 800.879.6555
  66. 66. www.reframemedia.com
  67. 67. Jerod Clark
  68. 68. jclark@crcna.org
  69. 69. www.churchjuice.com</li></li></ul><li>Branding Beyond the Logo<br />Calvin Symposium on Worship 2011<br />

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