While not for the faint of heart, this is an important article and great background for understanding and using branding in nonprofits. Required reading for serious practitioners.
Challenge: Spend time in every staff meeting for the next year working on your answers to these three questions:
- How has God called us to serve?
- Who has God called us to serve?
- How will we know when we are serving according to God’s will for our ministry?
Thoughtful, detailed answers to these questions for your church or ministry will get to the heart of what you are supposed to be doing, who you are being called to reach, and how you will know when you are succeeding in God’s will. Continue reading The 3 Questions
Sometimes your best branding efforts can be undermined if you are perceived a priori as part of something the reader thinks is a bad or questionable thing. The only thing to do is avoid reference to the association, even if it hurts.
This recent column in the New York Times provides insightful commentary on the problem of being an evangelical Christian in our time. Here is a secular writer lamenting the distrust between evangelicals and secular aid agencies that prevent partnerships between them.
I know from my own experience what harm the evangelical label can do even to a large ministry. Continue reading Mis-Branded by Association
Your brand is who people say you are. If you say who you are clearly and directly, people are more likely to remember what you say. If your self-description is focused rather than diffused, people are more likely to remember what you do or strive to do as well. Here is an example to think about… Continue reading You are who they say you are
A picture may be worth a thousand of them, but words are still mightier than the sword…and most anything else in ministry and in marketing…. Continue reading The Power of Words
Ever since God assigned Man the job of naming all the creatures, we have been branding things. My recent work in helping to re-brand a large, well-established ministry has shown me there’s a lot more to branding than the name. But it does start with the name. What do you hope that people will think, feel, and see in their mind’s eye when they hear your ministry’s name? If you want them to zero in immediately on what you’re all about, you create a highly descriptive name like “The First Southern Baptist Church of Springfield at Second and Main.” Probably too specific. If you’re looking to evoke a need that your ministry addresses, you might try “Living Water for the World.” See? I mean, can you see the mission in the name?