The Power of a Great Tagline


I’m reading the book “131 Christians Everyone Should Know” by the editors of Christian History magazine. While reading about the life of William Carey I was reminded about the power of a creative tagline. Carey, who many consider the father of the missionary movement organized a missionary society in 1792 and launched an evangelistic meeting with the line:


The Biggest Mistake Church Leaders Can Make

 Don't Try to Be All Things to All People


Since writing my book “Unique: Telling Your Story in the Age of Brands and Social Media,” I’ve had the opportunity to meet a number of experts in the field who have significant things to say to church leaders about the power of a great brand.  One of those experts is Denise Lee Yohn, author of the book “What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest.”  I asked Denise if she could share one message with pastors and ministry leaders today, what would it be?  Here’s her answer.  It’s counter-intuitive for many, but from my experience, worth considering:


Creativity Matters to Donors

Why Content is Still King

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I’ve always been amazed at the number of nonprofit organizations and Christian ministries who do remarkable work, but do such a poor job of telling their story.  I shouldn’t be surprised because after all, they’re experts at doing the work, not talking about it.  But more and more proof is coming in that donors are looking to be engaged with your content.  In fact, when you don’t tell your story well, you could be losing more than


Using the Power of Architecture to Tell Your Story


In a world where so many churches are drab buildings, or where leaders could care less about building design, I was reminded about the power of architecture after my wife Kathleen noticed Grace Community Church in New Caanan, Connecticut. Their design is really remarkable, and its been covered in major media outlets across the country, allowing them a remarkable way to share their story. In my book “Unique: Telling Your Story in the Age of Brands and Social Media,” I have a section called “The Branded Building.” Here’s how I put it:


Should I Be Careful with “Branding Experts?”


When I wrote my book “Branding Faith” in 2008, the word “branding” had hardly been uttered inside a church or other Christian organization. In fact, the amount of criticism I endured just trying to start the conversation was enormous. People just didn’t want to believe the power of perception or identity and the role it played in getting people to listen to your message, buy your product, or donate to your cause.  But since that time, things have changed, and


Your Ability To Influence Depends On Your Personal Style

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The truth is, change happens because of influence.  My wife Kathleen and I created The Influence Lab because if we’re going to change the culture, we need to influence it in a positive way. That’s why I was intrigued when I discovered that in 2009 and 2010, Discovery Learning, Inc. and Innovative Pathways conducted research to identify and measure styles of influencers. They created five categories. See which one is your style:


How To Find Your Social Media Voice


Finding your authentic voice in social media isn’t that different from traditional media. I had a client once who was a TV host. The problem was, as soon as the red light came on the camera, he became a completely different person. His voice got deeper. His style became bigger. He was more over the top. The problem was – that wasn’t him. Even his friends would tell him, “Stop using your TV voice.” But many of us do the same thing on social media. We try to