“Branding,” in the corporate world, has multiple definitions that range from the general to the industry specific. However, branding for churches and ministries cannot be summed up by its application in the corporate world. This is a point that ResonateOrDie communicates by expanding the definition and application of branding to the ministry space.
It starts with this simple but profound point: Everyone has a brand.
Your brand may be identified by your name, company, website, social media page, Twitter profile, blog etc. All of these mediums or “identity assets” reflect who you are and say a lot about you.
“A good name is to be more desired than great wealth. Favor is better than silver and gold.” Proverbs 22:1
Your name is not just about what people perceive about you, it is also the platform upon which you create a space. A common misconception among the younger generation (myself included) is that a brand is a post-college project rather than a lifelong, public, bank account. It it’s going to be healthy, you have to invest in it and encourage others to make deposits that will positively contribute to future endeavors. This can also mean properly calibrating relationships that are unwise.
Your brand is also about legitimacy. What I call “false branding” is a lie that is difficult to sustain for long periods and politicians are often associated with this method. It attempts to control public perceptions with the understanding that the actions to support the legitimacy of their brand’s perception will follow rather than lead their branding efforts. e.g. Vote now, I’ll follow through later.
Consider the power of a legitimate individual brand.
If I asked you to think of someone you know who is dependable, the person who comes to mind has done a skillful job of branding themselves as such even if they haven’t done so intentionally. They may not have a web presence and their expertise probably has nothing to do with being dependable. However, they have conducted themselves in such a way as to gain your trust and build faith in that character trait.
Think of how much more powerful and healthy that brand can become—rooted in meaningful character traits—over one that is solely based on a graphic, logo, or the promise of future actions.
Remember these essential points:
This is all a part of your DNA and it is the key starting point for any brand decisions.
Is the brand you are trying to build reflecting your values, strengths and motivations? If so, how does it impact your actions, words and decisions on a daily basis?