Media Outreach

Branding is:

“The sum total of a company’s value, including products, services, people, advertising, positioning, and culture.”

- Webster’s New Millennium™ Dictionary of English*

In the last issue of the faithHighway Ezine, church branding was the main topic of discussion. This article brought to home the idea that church branding is more than just what you say about your ministry; it is a combination of who you are as a ministry and customer (visitor/member) experience multiplied by word of mouth. The point was made that branding is more than just a logo; it is communicating your brand in everything you do. The ultimate goal is for customers to have good things to say about you based on the experience and the set of values and services you offer. A ministry with a strong brand will deliver a clear message, build awareness, empower staff, and set your organization apart from others.

As you strive to achieve your Outreach, Inreach, and Upreach ministry objectives, it is important to consider the effect branding will have. The last issue left you with several questions to ponder. A few of those questions were:

1. If I were to look at our logo, collateral, and website for the first time, what kind of impression would they make on me?

2. If I were a first-time visitor, would the experience, ranging from finding parking to checking my kids in/out of the nursery to initial greeters, be a positive “customer” experience?

3. If I were to survey our membership, what would they say about our church?

Tune in tomorrow to read more about moving beyond your logo into true branding.