This Christian Life

Branding, A Simple Definition:

The process by which the true character and purpose of the company or organization is communicated.

Simply put, branding is the clear communication and then association of ideas. All to often the word brand is perverted from its original intent in an effort to create the perception that your 'brand' is the advertising, marketing or even a web site. Although various marketing communications can become stronger and more recognizable with consistent messaging and visuals this is not the true definition of branding.

Branding is about the voice. It is the unwavering clear communication of ideas, not the typical knock-off jargon found in most corporate or ministry mission statements. It is the ability to convey the true voice into terms that empower the audience to relate to it personally on an emotional level.

Jesus wore the Word of God and built the most powerful brand in existence. He did this through some of the most intelligent conversations with both educated and not-educated people. He was the 'voice' of God to man/woman but did not communicate by the traditional haughty methods used by the church leadership of that day. He related to the people he spoke with, he did not talk down but allowed his listeners to come to conclusions themselves so that they would be moved emotionally by these discussions. He painted mental pictures through parables and created powerful relationships with his method of communication. Most importantly he created communication that could be duplicated by those who heard it... and to think, He did all this without complex marketing communication and visual stimulus.

He made the Word of God clear with voice and vision.

I completely understand why corporations and even ministry organizations need to have a sense of visual continuity, but the true relationship to an audience is achieved in the same way Jesus related to people, with conversations.

Excellent observations, Kris. Thanks.

I agree that Jesus broke the existing brand of the day and created a new one for himself, so to speak and that the "true relationship to an audience is achieved in the same way Jesus related to people"

I wonder how the local church appears to an "outsider." What sort of marketing message are we sending to them? We have several houses surrounding our church with people in them and I know they watch what goes on at our church.

I think churches have a brand--a reputation, an image--without realizing it. If they don't strategically brand themselves, like they strategically plan the style of the worship service, they lose in the long run. There's this tendency to stay away, or "separate" our churches from what goes on "out there." As the article says,

"Churches are also concerned about becoming commercial. But really branding makes them become strategic."

When I sit in church and try to picture someone coming in who's never been there, I think we've got a long way to go in helping that person fit in and understand what's going on. That person is expected to figure it out on their own as they go along. They are given an "order of service" which is a start, but the majority of new comers to the church scene probably don't have a clue.

Then there's a whole conversation to be had around branding to the people within the walls of the church. Once they're inside, how is the message carried through?

Argh, I feel like I'm opening a huge can of worms here.

Let us first look at how the newcomer might have started coming to church. Typically people who are first coming to church are introduced through a person. Again, this illustrates the power of the "Jesus" brand. You could consider this a reproducing real-life expression of love. When I think of a healthy church body I think of people who are not 'preaching' to the unsaved but showing the love of Jesus through their actions. People are the emissary of the church's brand well before the church is ever physically seen. That is why the “Jesus” brand doesn’t need to happen in an institution.

However, there are two levels of branding that take place, especially in lieu of the church being the institution it is in today’s postmodern society. The first is the action of church “emissaries” to the outside world. Of course, this creates the second extension of the church brand... I would term this 'community'. This brand extension encompasses the first, with regard to love and message, however I would tend to agree that once beyond the message and voice component there is a definite need for visual consistency.

People are visual by nature, and even though the teaching messages can paint some pretty clear mental pictures, there is a subconscious result that can happen through the use of consistent visual components in their various forms. This is where the traditional marketing communications efforts come into play. When things are consistent it creates a sense of stability, a cohesive body that is moving in the same direction, an identity… a community.