Most ministries and churches have some sort of visual element they call their “logo.” Understandably, and for good reason, these elements generate vigorous discussion, and sometimes, even tension among team members. What I’ve noticed, is that there is often confusing terminology being used in the conversation that adds a layer of complexity and possible frustration to what’s being discussed. Very simply, a logo is part of an organization’s identity, but it is only a part. There are actually several components, elements and characteristics that make up an organization’s “identity.”
That’s a simple, yet important distinction. If you hire a company to create a “logo,” “icon,” “word-mark” or “brand-mark,” then that is very different (and limited in its scope) than asking the same company to help you create an “identity.” An identity includes a logo, but there is much more to it than that.
The Dictionary of Brand defines brand identity as “the outward expression of a brand, including its name, trademark, communications, and visual appearance.” So, the point is that we should clarify what we mean by the terminology we use in the communications field to ensure that everyone is on the same page.
Is this a valid distinction in your mind? What terminology do you use/prefer and what do you mean by it?
10 Short Ministry and Church Branding Tips
1. EVERY decision is a brand decision.
2. Branding is much more than a logo, tag line or website. Those are merely identity assets.
3. A primary goal of branding is to initiate, cultivate, facilitate and influence conversations.
4. Actually having vision is much more important than having a vision statement.
5. Great brand-building requires blood, sweat and tears. No shortcuts.
6. Ultimately, you’re brand is determined by others, more than by what you think or say it is.
7. Brand leadership is about discerning and articulating your unique DNA.
8. Let the past inform the future but not hold it hostage.
9. The best branding in the world can’t compensate for bad behavior since that too IS branding.
10. Be clear and clarify often. Clarity rules.
ResonateOrDie is brought to you by The Resonate Group, Inc. They help ministries, churches and leaders move to the next level, gain momentum and expand their footprint. Connect with Kerry on Twitter and Facebook.
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