At times, we all get frustrated with how few people are responding to our message, whether it’s in books, on social media, or broadcast radio or TV. It just seems people aren’t listening the way they should. It could be a lot of things, including repetition, competition, or maybe the culture has simply changed. But chances are, as I discuss at length in my book, “Unique: Telling Your Story in the Age of Brands and Social Media,” you’re simply not telling your story well. In that case, what we call a “re-brand” or “brand refresh” might be in order. But don’t just leap off the branding cliff or hire a costly agency. Before you do anything drastic, start with these five questions. They’ll help you determine if it’s really time for a complete re-brand, or just a refresh:
1) What do you really want to change? Do you need a simple “refresh” of the logo, website, or other visuals, or a complete re-think of your identity and perception? Make sure you know the difference.
2) Is my logo simply out-dated? First of all, a logo isn’t your brand – it’s the visual expression of your brand story. Maybe your perception and “brand” are fine, but it’s just time to update the logo.
3) What is your current perception? What do people think of when they think of your church, ministry, or nonprofit? Knowing that can make all the difference.
4) Who am I getting advice from? Make sure they understand the difference between branding a church or nonprofit, versus branding a business. More than anything, make sure they know what they’re talking about. I once had a client who made major organizational decisions based on advice from a fan – who happened to be his barber. Needless to say, he did some terribly stupid things.
5) What is your “one big thing?” Are you truly extraordinary at one thing or just average at a lot of things? Knowing the difference will help you stand out from the pack and get noticed.
If you’re interested in rebranding your organization, feel free to call our team at Cooke Media Group. But first, I’d recommend you order my book “Unique: Telling Your Story in the Age of Brands and Social Media.” It’s the most comprehensive book available on branding a church, ministry, or nonprofit. Don’t waste money going down wrong alleys. Find the information you need to tell your story more effectively. Today, branding is about telling such a compelling story that it cuts through the clutter and distractions of a digital culture and gets noticed. If your organization is doing important work, then you need to find a supportive audience that will help you accomplish that vision.
Excellent branding could be the key, and these five questions are a great place to start.