Branding Beyond the Logo

Branding Beyond the Logo

Calvin Symposium on Worship 2011

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.


• A brand is a user experience based on a person’s interaction with you


• 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.


• 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.”


• 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.”


• Starbucks is more than coffee

• Third place between home and work

• Churches have tried to embrace this “third place” idea


• Care about the experience first and then design the product

• Genius Bar• People want to

share their Apple experience with others


• You can’t control your brand • You can shape it


• 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 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?

• People evaluate your brand to see if it connects to them • People use brands to say something

about themselves

• iPhone owners don’t just like it because it’s a good smart phone• They show the world

they are Apple people

• Prius fits an owners lifestyle

• 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

• 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.

• They express me• People don’t give to your church because they

have extra cash, but they believe in what you’re doing

• They don’t wear shirt from the church to stay warm, they want to show they’re living out God’s mission

• 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.

• Your brand gives people a chance 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.)

How to Build a Meaningful Brand

• How do you create a meaningful and authentic brand expression?


• How do you create a meaningful and authentic brand expression?• Be consistent across all touch points


• How do you create a meaningful and authentic brand expression?• Be consistent across all touch points• Create paths for engagement


• How do you create a meaningful and authentic brand expression?• Be consistent across all touch points• Create paths for engagement• 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?


• 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


• Your brand is who you are 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?


• 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,


• Strong brand management means:• Clearly identifying your unique vision

and passion


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.


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.


• Strong brand management means:• Clearly identifying your unique vision

and passion• 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

• Steven Koster• [email protected]• 800.879.6555• www.reframemedia.com

• Jerod Clark• [email protected]• www.churchjuice.com

Branding Beyond the Logo

Calvin Symposium on Worship 2011

Branding Beyond the Logo

Documents

Transcript of Branding Beyond the Logo