What is a Brand?

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers."

Therefore it makes sense to understand that branding is not about getting your community to choose you over another church, but it is about getting them to see the big picture — the personality of your church and if you might be a potential fit for what they are looking for. It's not just a logo, or a good website. It is the combined sum of all your marketing efforts.

Back in the day, looking for a church was as simple as finding one based on location or denomination. Today's consumer driven society wants to know more before they consider walking through your doors. If done properly, a brand communicates the essence of who your church is.

The objectives that a good brand will achieve include:

• Delivers the message clearly
• Confirms your credibility
• Connects your target prospects emotionally
• Motivates your prospects
• Makes your attendees feel a part of something larger than themselves
• To succeed in branding you must offer what people are looking for (we know you do) and position your ministry positively in people's minds.

You do this by integrating your brand strategies through your church at every point of public contact.
Your brand resides within the hearts and minds of members, regular attendees, visitors, your community, and even the world via cyberspace. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot.

Do you have competition? We believe you do, but it's not the church down the street. It's the video store, the golf course, the mall, Starbucks, etc., etc. A strong brand is invaluable as the battle for increasing brand awareness intensifies day by day. It's important to spend time investing in researching, defining, and building your brand. After all your brand is the source of a promise to your attendees and prospects. It's a foundational piece in your marketing communication and one you do not want to be without.