PhilCooke.com: The Art of Branding

The Art of Branding:
What Do People Think of When They Think of You?
by Phil Cooke 

A generation ago, all a preacher or teacher needed to be successful in ministry was a calling, a working knowledge of the Bible, and a good set of lungs.  It didn’t take much back then, and great ministries were sometimes built with little more than a car that worked and a passion for sharing the gospel.

But today it’s different.  Today, pastors, evangelists, and ministry leaders struggle under one of the most frustrating and competitive cultural influencers in history – the power of global media.  It doesn’t take much to see that the media’s influence in our lives is pervasive, and today, education, business, religion, leisure, science, even family life, are all measured against that influence. 

            That’s why the greatest challenge you face today is how to effectively express your ministry in a media-dominated culture.  How can people hear you and your message alongside the maddening swirl of media “clutter” -  TV, radio, computer, digital music player, Internet, mobile phone, and other  technologies competing for our attention.  How do we get the message of the church heard through the massive and growing wave of media static out there?  Today every pastor in America struggles with the critical question of how do we tell our  story in a media driven, consumer oriented culture?

            In my book: “Branding Faith: Why Some Churches and Non-Profits Impact the Culture and Others Don’t, I share the keys to cutting through the overwhelming media clutter, connecting, and then developing a meaningful relationship with your congregation, supporters, or audience.  We need to move far beyond the typical communication techniques of recent years, and create a powerful strategy for reaching the most distracted audience in the history of the world.  Essentially, it’s about getting your message heard.  It’s about telling your story, and making that story connect with an audience.

What do people think of when they think of you, your church, or your ministry?

In a world where perception is just as important as reality, how can we position ourselves to impact the world?  Essentially,  “branding” is the story that surrounds a person, organization, or product.  In other words, in a world of incredible choice, what makes you or your message different?  How can you stand out and be noticed?  Why should someone pause and consider what you have to say? 

In my book, I highlight some of the keys for successful branding  and identity that consultants like Peter Montoya (The Brand Called You) has developed.  I’ve adapted those keys for ministry, and here are a few things to consider:

            1.  In a media-driven culture, visibility is just as important as ability.   In a media-driven culture, being seen is just as important as being effective. Tragically, there are thousands of brilliant, gifted pastors who will never make an impact because people don’t know who they are.  As a producer in Hollywood, I see the concept illustrated very clearly, where actors of little ability and skill make millions of dollars from being in the right place at the right time. At casting sessions, I’m amazed at the incredible level of talent among unknown actors. There are men and women with incredible gifts who will never be recognized or known.

In ministry, the people you see on television or listen to on radio aren’t necessarily the most gifted, anointed or skilled ministry leaders out there. But they have influence because they have visibility.  Is it fair?  Absolutely not.  But neither was the Roman occupation during the early church, or many other cultural contexts pastors have confronted throughout history.

Does ability matter? No question about it. I believe in education, skill, expertise and personal growth. When the door opens, you’d better be ready to act and have the talent and calling to back it up. But unless that door opens, all the talent in the world will do little outside of ministering your family.  Getting your face out there isn’t necessarily the act of an egotistical maniac. Certainly there are narcissists in the media, and plenty on religious television, but the truth is, getting on the radar of the public is the first step toward getting your message heard.

            2.  Perception is just as important as reality.   In a world where the Internet, cell phones, and other technologies spread the word at light speed, the first impression matters.  In the past, it was all about facts, but today it’s about perception.   For instance, it doesn’t matter if you’re an anointed man or woman of God, if your congregation thinks you’re an con-artist. Someone once said that if you don’t control your perception, you’ll live the rest of your life at the mercy of others who will. Who will write the story of your life and ministry? Will you leave your own legacy, or wait for others to create it for you?   Who you are is important; but you can never underestimate the value of how you are perceived.

            3.  You Can’t Brand a Lie.  Whatever you advertise and promote about you and your ministry, you’d better be able to back up.  Today, people cry out for authenticity, and we live in the most skeptical age in history.   That’s why delivering on your promises is more important than ever.  I often tell our clients that Google isn’t just a search engine – it’s about reputation management.  In the old days, you could keep much of your life secret, but today, a quick Google search reveals more than most people would like to share.  A drink driving arrest from college, missed child support payments, or a new jet parked at the airport will all show up on a Google search.  In a digital age, we need to live transparent lives.

            4. In a Media-driven Culture, Being Different Is Everything.   The world isn’t looking for another Joel Osteen, T.D. Jakes, Franklin Graham, or Joyce Meyer, they’re looking for someone different and original. God gave you unique DNA, so your job is to discover how your unique gifts and talents can differentiate your ministry from everyone else’s.  You have no idea the number of pastors who call our offices each week asking us to “Do the same thing for us that you did for your national ministry clients.” They’ve got it backwards. There’s already one of those famous clients. A new person needs to emphasize his or her unique differences.  

In working with many of our clients, I’m reminded of Michelangelo, who was asked how he carved such brilliant statues of angels. He remarked that he didn’t carve statues, he just removed the excess stone so the angel inside could come out. That’s very often the case with our work.

            It’s not so much a matter of recreating or rebuilding a ministry; it’s more about cutting away the junk so the real ministry that’s inside can be released.  And believe me, the junk is there. Lack of professionalism, poor media production, unqualified staff, poor taste, inept leadership, insecurity, small budgets, bad assumptions, a confusing story, and more plague many organizations today and hamper their effectiveness.

A quick look at Christian churches and organizations will prove that most  are pretty similar in their look, style and presentation.

Few men and women in the ministry world are truly unique and different. God is the great creator, and yet most ministry leaders simply copy what they see on TV or hear on the radio.  Listen to Apple computer ads and “Think Different.” If God created you as a unique individual, what does that mean for the type of vision you’re called to accomplish and the people you’re called to reach?

            If Joel Osteen is about inspiration, Billy Graham is about salvation, Joyce Meyer is about practical living, Jack Graham is about Jesus, Robert Schuller is about motivation, Chuck Colson is about speaking Truth into culture, or Ed Young is about creativity, what is the story that surrounds you?  What do people think of when they think of you?

Whether you minister to 10 or 10,000, these are critical questions that will help you create a compelling brand story that can impact your ministry, and help you make a connection that could potentially influence the world. 

 _______________________________

Phil Cooke

Phil Cooke, Ph.D., is a media consultant to ministries and churches worldwide. He publishes a free monthly e-mail newsletter, “Ideas for Real Change.”

Find out more at www.philcooke.com