Strategic Branding: Reveal the Most Complete Picture of Your Ministry

Jamie Schneider Domm

Digital Strategist for the North American Division. ​

Select quotes and graphics used with permission from Heidi Baumgartner, Communications Director for the Washington Conference

The stakes of our gospel calling are too high; your church, conference, or ministry can no longer go without a digital  brand strategy.  It is imperative that we become just as effective as secular organizations at using digital media for communication and community building.

Strategic planning is simply the process of being intentional and thoughtful with your digital communications.

This process begins with one question: How do you want to be known? This is your brand.

Branding is the process of revealing the most complete picture of an organization to its audience through perception, experience, and essence. Brands are communicated, not just created. A brand is based entirely on a customer’s experience. (Heidi Baumgartner)

Components of your brand strategy should cover three areas: marketing, public relations, and corporate communication. Think of marketing as evangelism [OUTREACH] and corporate communications as internal or member focused [INREACH].

What can your church or ministry become known and recognized for? What is unique about what your organization has to offer the community? ​

Your branding should:

• promote awareness
• foster emotional connectiveness
• communicate your mission and values [brand story]
• encourage brand ambassadors
• provide strategic direction to your team and set clear goals/objectives [mission/vision]
• shape expectations for those you serve [brand promise]

 
Your brand strategy and digital strategy work together, and are part of an overarching grand
communications strategy that includes traditional means of outreach and experience.

Redeveloping your brand and/or your strategy takes a lot of behind-the-scenes homework. Involve people in your team throughout the process so they could share in ownership. This is especially important for choosing a handle or name for your social media profiles.

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Brand Basics: ​

Brand: represented by its logo, its color, its type, its images, its designs, its tone of voice, its customer service

Brand Strategy: defines the message and how to say it

Brand guidelines: a system of managing the brand visually
 
The biggest problem I see with ministries using social media is that they have no clear objectives. You must determine your purpose and shape your online communications and brand accordingly.
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Conduct a thorough branding audit. This process helps you to evaluate your communication and can help direct your rebranding. Define your communication purpose(s): for example, to advance the gospel and influence your community.

Achieving your ultimate purpose(s) will take time. Develop an on-going approach
​like the following. 

​Next develop your identity across all platforms and channels as part of your overall brand. Social media does not work in a silo; it should be integrated in your broader communications, both digital and print. 

Helpful resource: identity.adventist.org

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Establish Branding Consistency

Make sure all your social media profiles look consistent and use the same name.

• Reserve your name on all platforms.
• Use a consistent name (15 characters or less; short/simple; stands test of time; no numbers, symbols, or punctuation).
• Use the same profile photo & a consistent design look.
• Use the same headline, blurb, or bio.
• Develop a consistent voice/tone.
• Clearly articulate what you do and offer through your mission, brand promise, and brand story.

There should not be a disconnect between how a person is nurtured in the pews and how they are treated online, or vice-versa.

Social media is an extension of your church brand and voice, shared with an online audience. Your brand is how your church is perceived. How we feel about a brand ultimately stems from our experiences with it. Put yourself in the shoes of a person experiencing your brand, and view your ministry through an outsider’s perspective. Evaluate their experience objectively and make changes based on your communication objectives. Develop a clear brand promise (expectation of what it's like to experience your brand or what your organization has to offer) and make sure all aspects of your organization deliver on that promise.  

Strong digital brands create connection and take a comprehensive approach to the member experience. Treat your members online as if you’re talking with them face-to-face. Their online interactions with you should make them want to experience your faith/mission in person. Then, when they come to an in-person experience, it should be a continuation of the positive relationship you’ve built with them online. This applies also in reverse. Have guidelines for every part of an audience member’s journey, including in-person, on-site interactions. Remember every experience–physical or digital–speaks to your brand.

How your online followers and community perceive your ministry influences their perception of, not only the Adventist church corporately, but God, even if you haven’t put any effort into creating or managing your brand. In the absence of your story, people will fill in the blanks themselves. Your digital voice may be the only opportunity your followers have to see Christ’s love demonstrated in their life.

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Utilize all your possible brand touch-points to tell one consistent story. 

​People search online for answers to their problems, what better place for the church to engage them?

But first, we must have a clear understanding of who we are and be able to clearly demonstrate our mission, vision, and value. Create a brand that your target audience can recognize and connect with in a meaningful and positive way.
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Having a strong brand and digital communications strategy won’t cost a lot of money but will involve a lot of time. Consider this an opportunity to build a team of digital disciples and brand ambassadors within your church or ministry. These people will become the human face and voice of your brand 24/7. Investing in their talent will keep them invested in the church long-term. 

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Related articles:

• Creating Digital Disciples in Your Church Community
• Tips for your Member Care Strategy
• Become an Online Missionary!
• ​Digital Missionaries Needed