His article caused me to reflect on how sensitized evangelicals are to the same issues.
I have concerns about how well evangelicals are doing in this area and would like to offer a few observations and suggestions to help churches, ministries and denominations stay relevant in today’s culture:
1. Realize that every decision is a brand decision. Like it or not, you are developing your personal and ministry brand(s) every day with each and every decision you make. What is the essence of your brand? Are people drawn to it?
2. Good branding is much more than a decent logo or identity. It’s about an organic and even heartfelt connection that people have with you and your organization as your words and actions resonate with them. It’s about relationship, communication and presentation. It’s about the tone and quality of your message. It’s about style. It’s about vibe.
3. Your church, ministry or denomination may need a branding makeover. I believe that you should always be intentional about assessing, and if needed, overhauling your brand to remain fresh in the same way that you care about financial integrity, being missional and reaching people. This should be a priority and there should be a line item (or several) in your budget allocated for it.
4. In each and every evangelical church, ministry and denomination, at least one person should emerge as the brand guardian, manager and developer. If you don’t have a qualified person in your ministry, start head hunting and/or outsourcing immediately. Or, maybe you are that person!
5. Branding and marketing practices are just tools that should be leveraged to help ministries expand their footprint so more people can hear the glorious message of the Gospel. These tools need to be utilized more frequently and more effectively.
You and I probably agree that there are serious spiritual issues that are way more important than branding and marketing issues. While I’ve not attempted to explore them in this post, they are obviously critical to ensure that ministries are vibrant, healthy and relevant.
Would you please help me expand this post? Feel free to hit me with suggestions and let’s add to the list. Cool? What would you like to see on this list that is important for your church, ministry or denomination to be relevant?