Big Branding Questions
Though we can’t control what people think about our organization, we can do certain things to set the direction of the conversation. If we don’t think about it up front, it is likely that we will be communicating the wrong things or communicating inconsistently. The first step is to make sure we have a handle on some of the basics.
There are 5 basic questions that every leader should be able to answer about their organization.
- What are the top 5 personal values of the people in the community you are trying to reach? It is important to know what the people in your community value. When you understand what people value, you will be able to find common ground as well as critique their value system with the Gospel. Your communication strategy can hook into these values.
- What do you want to be known for? Often, what we want to be known for is not what we are actually marketing. For example, I know many churches that want to be known for more than an event, but there events are the main thing they advertise. Think about what you want to be known for and then gear around that.
- What are the top 5 words that describe the atmosphere you want to create? We are a people of vibes. We get vibes from people, restaurants, companies, and organizations. We even get vibes from animals. Did you see that cat!! Every church has a vibe. Make sure you are aware of the vibe you are projecting and the vibe you want to create. The more aware you are, the more you can adjust.
- How will you judge your organization’s success over the next 2-5 years? This will help clarify your communication strategy and hone your marketing focus. Know the win. People will constantly forget the vision. Make sure your marketing is constantly reinforcing the goal.
- What is the current area of vision or perception that needs the most improvement? Being able to answer this question will help you pick and choose where to spend your time and money.
As you are working through these items, remember to solicit feedback from anyone you can – especially outsiders. Who knows- they might not be outsiders for long.