Branding Beyond the Logo (Abbotsford 2011)

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Branding Beyond the Logo (Abbotsford 2011)

  1. 1. Branding Beyond the Logo<br />Abbotsford Workshop 2011<br />
  2. 2.
  3. 3. Start With Mission & Vision<br /><ul><li>This is the core of who you are as a church</li></li></ul><li>Start With Mission & Vision<br /><ul><li>This is the core of who you are as a church
  4. 4. What are you the best at? What makes you different? How can you best serve your community?</li></li></ul><li>Start With Mission & Vision<br /><ul><li>This is the core of who you are as a church
  5. 5. What are you the best at? What makes you different? How can you best serve your community?
  6. 6. Clearly identifying your unique vision and passion beyond the basics.</li></li></ul><li>Start With Mission & Vision<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 />
  7. 7. Start With Mission & Vision<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 />
  8. 8.
  9. 9. Your Things Are Not Your Brand<br /><ul><li>Your brand is not your logo, tagline or building
  10. 10. 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 />
  11. 11. 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 />
  12. 12. 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 />
  13. 13. Your Things Are Not Your Brand<br /><ul><li>Starbucks is more than coffee
  14. 14. Third place between home and work
  15. 15. 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
  16. 16. Genius Bar
  17. 17. 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
  18. 18. You can shape it</li></li></ul><li>Your Things Are Not Your Brand<br /><ul><li>You can’t control your brand
  19. 19. You can shape it
  20. 20. People act as the brands heart, head, eyes, hands, ears and voice.
  21. 21. 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?
  22. 22. How do they experience you?
  23. 23. What kind of experience do they expect next time they encounter you?
  24. 24. Have you actually asked? Taken a poll?</li></li></ul><li>Questions to Ask<br /><ul><li>To whom are you making promises?
  25. 25. Are there multiple promises to multiple groups?
  26. 26. What do the experiences have in common?
  27. 27. Are you telling the same story to all audiences?</li></li></ul><li>Questions to Ask<br /><ul><li>People evaluate your brand as a way to express themselves.</li></li></ul><li>Questions to Ask<br /><ul><li>People evaluate your brand as a way to express themselves.
  28. 28. How are you enabling them to do it?
  29. 29. What part of you can they share?
  30. 30. How can they become involved?
  31. 31. What language, story or event can they share?
  32. 32. How are you helping them share (Facebook, invite tools, etc.)</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?</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?
  33. 33. What experience do you hope runs through all of your projects?</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?
  34. 34. What experience do you hope runs through all of your projects?
  35. 35. What story are you telling in which they can participate?</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?
  36. 36. What experience do you hope runs through all of your projects?
  37. 37. What story are you telling in which they can participate?
  38. 38. What’s the difference in your experience from the experiences of others?</li></li></ul><li>
  39. 39. Fostering a Meaningful Brand<br /><ul><li>How do you foster a meaningful and authentic brand expression?</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>How do you foster a meaningful and authentic brand expression?
  40. 40. Be consistent across all touch points</li></li></ul><li>How to Build a Meaningful Brand<br />
  41. 41.
  42. 42. Fostering 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/buy-in</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>How do you create a meaningful and authentic brand expression?
  45. 45. Be consistent across all touch points
  46. 46. Create paths for engagement/buy-in
  47. 47. Assimilation in the church
  48. 48. How do people first make contact with you?
  49. 49. What are the next steps?
  50. 50. How do they go from passive to involved?</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>Your brand can’t be faked
  51. 51. You can’t deliver what you’re not passionate about
  52. 52. People can see what you do and don’t care about</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>Your brand is who you are and where you’re moving as a congregation
  53. 53. Are you traditional? Contemporary? Stiff? Laid-back? Outreach focused? Closed to new people?
  54. 54. Are they passionate about what you’re doing as a church?</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>Everything you do communicates something about you</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>Everything you do communicates something about you
  55. 55. A run down building says as much as a well designed brochure</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>Everything you do communicates something about you
  56. 56. A run down building says as much as a well designed brochure
  57. 57. Inconsistent communication, or saying one thing and doing another, says you’re not authentic.</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>Strong brand management means:
  58. 58. Making tough decisions
  59. 59. What are you the best in the world at?
  60. 60. What is a waste of resources?</li></li></ul><li>Fostering a Meaningful Brand<br /><ul><li>Strong brand management means:
  61. 61. Making tough decisions
  62. 62. What are you the best in the world at?
  63. 63. What is a waste of resources?
  64. 64. Committing to thoughtful communication</li></li></ul><li>QUESTIONS<br />
  65. 65. Contact Information<br /><ul><li>Jerod Clark
  66. 66. jclark@crcna.org
  67. 67. www.churchjuice.com
  68. 68. 800.879.6555</li></li></ul><li>Branding Beyond the Logo<br />Abbotsford Workshop 2011<br />

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