The “Arithmetics” of Branding
It takes someone 7 encounters with your brand or message for them to act on it. While most churches are aware of the need for branding, many don’t realize branding is partially a numbers game. What do those 7 encounters look like for your organization?
Having worked with tens of thousands of churches, we have seen, firsthand, the desire for improved branding and audience exposure. FaithHighway wants to help ministries maximize the effectiveness of each encounter with the church’s brand.
We’ve come up with a formula to make it easy for churches to understand what elements encompass a brand:
In other words… Everything Is Branding. From the receptionist that answers the phone to indoor/outreach signage, and the online web presence to church events, everything that shapes the perception of the church within the community is building the brand and, in turn, reaching the community.
How to Define Your Brand
Americans encounter 5000 marketing messages daily. Your brand should communicate what is unique to you and what you offer to your community. Leaders need to have the following questions clearly identified and outlined:
- What is your organization’s mission? What is the core story?
- What are the unique advantages (points of difference) to your organization?
- What are the similarities to other brands in your area (points of parity)?
- What is the “Heart and Soul” of who you are? Try to define these in 3 to 5 key phrases.
From there, take the time to get feedback and think through these points.
- New Visitor perception of your brand.
- What do your visitors and members already think about your organization?
- If a new entity, what qualities do you want them to associate with your church/ministry?
- Community awareness and responsiveness to your brand.
- What presence do you currently have in the community?
- What perceptions do those in your community already have about your organization?
Branding Resources for Your Church
We’ve aggregated our advertising and marketing data to help organizations maximize their church branding and marketing efforts! This free eBook is available to all ministry leaders and covers the following information:
- Common Marketing Terms
- Getting the Most Out of Your Website
- Deciding Which Medium Is Right for You
We’ll be continuing this conversation on branding for churches in a couple of weeks. In the meantime, share your branding secrets below!
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This is a sponsored post from faithHighway, one of my ministry partners on TonyMorganLive.com








Yesterday morning, my family attended the first Easter services, then we volunteered at the second two services. Since I’m serving on the guest services team, I was able to pull my youngest daughter out of her class after my job was done welcoming everyone to the third service. That saved her from having to sit through the same lesson for the third time. And, it provided an excuse for me to head over to Starbucks and grab a coffee.
















