[ brand ]

Branding 101 (and then some)

DAWN NICOLE BALDWIN ASPIREONE

[ brand ] v., The practice of

delivering a promise that reflects the mission, uniqueness and personality of your organization. MinistryCOM :: Branding 101 :: AspireOne

1

[ positioning ] Determining how you want to be defined by your audience.

MinistryCOM :: Branding 101 :: AspireOne

[ key take-away ] If we’re not intentional about defining who we are, others will do it for us.

MinistryCOM :: Branding 101 :: AspireOne

2

We remember 10% of what we READ 20% of what we HEAR 30% of what we SEE 40% of what we DO and

100% of what we FEEL MinistryCOM :: Branding 101 :: AspireOne

Strategic Branding Framework VISION BRAND STRATEGY WHO are you serving? WHAT are your unique strengths? HOW do you reach people with impact? MinistryCOM :: Branding 101 :: AspireOne

3

[ blanding ] When a brand attempts to be all things to all people, it becomes watered-down & “bland.”

MinistryCOM :: Branding 101 :: AspireOne

Endorser // Co-branded Approach Original primary church logo

Co-branded logo > Audience is segmented, but still part of the church MinistryCOM :: Branding 101 :: AspireOne

4

ConnectIon Law #448

Don’t Ask “What are we trying to say?” but

“What conversation are we wanting to create?”

How Do I Get Started? § Clarify the vision § Identify your biggest fans § Give them something to talk about § Give them tools to share the story

5

Resources First Impressions Mark Waltz

Purple Cow Seth Godin

Good to Great & the Social Sectors Jim Collins

The Blogging Church Terry Storch & Brian Bailey

Blog Must Reads kemMeyer.typepad.com shawnsblogspot.com

churchMarketingSucks.com terryStorch.com

[email protected] DawnNicoleBaldwin.typepad.com

6