Branding

From the materials of MinistryNet conference in Budapest Apr 2005

Branding is not deceptive, dishonest, or evasive. It's presenting something to gain someone else's interest. Often in Christian circles we pull back because we self-impose restrictions.Branding produces an emotional message that establishes a desired tone.

It's a desired image but not the only image of the product -- it's the one that entices or generates the most interest and doesn't answer all questions. Branding starts with understanding your target audience, not the product. It creates a feel that is unique that captures attention.

Our problem is we've been branded by others and we've lost control of our image. Because of negative branding, our message is often not even heard. We should take back our stolen image not because of what they think of us, but what they think about our God. We want them to see something they really do want. They want Jesus, they just don't know it.

Steps to Creating a Brand

• Know your Audience
  
• Determine desired emotional feel
  
• Invest, sustain, and promote the image
  

If a person only encountered your media image, what would he think/feel about you...and why would they want to meet and/or interact with you?There is no "one-size fits all" brand. You need to decide based on your audience.

Download Dave's PowerPoint and his notes in Word.