The whole idea of branding can be confusing for a lot of smart people. And it’s easy to see why with all of the different definitions floating around—is it what other people say you are? Is it your logo? Or the website & other promotional channels?
The simplest way to wrap our minds around this is to think of it as a promise we’re making of what to expect, and how well we consistently deliver on that promise.
This all comes down to the EXPERIENCE we’re offering. Are we who we say we are?
When we think of it as a promise, we’re in control—we manage the expectations and experience of that promise. If we allow others to define who we are, we’re constantly in a reaction mode.
This goes beyond what we say in bulletins, brochures, & billboards to what we actually do.
Everything else is just a channel for delivering on that promise.
I’m a huge fan of learning from others. Especially when they’re people who walk the talk & have a great track record.
If you somehow missed the new online conference everyone’s talking about, there’s still a tiny bit of time to sign up. Registration closes tonight at midnight CDT.
The roster of folks sharing what they’ve learned in the trenches is pretty amazing. Here’s just a few:
- Jon Ferguson — Lead Teaching Pastor, Community Christian Church
- Darrel Girardier — Creative Director, Brentwood Baptist Church
- Casey Graham — CEO & Founder, The Rocket Company
- Jay Kranda — Online Campus Pastor, Saddleback Church
- Scott McClellan — Communications Pastor, Irving Bible Church (Former editor of COLLIDE Magazine & director of Echo Conference)
- Carlos Whittaker — Author & Church Communications Specialist
- Tim Schraeder — Social media ninja, led campaigns for Hillsong United
- Blaine Hogan — Creative Director, Willow Creek Community Church
- Haley Veturis — Social Media Artisan, Saddleback Church
- Emily Cummins — Associate Director of Communications & Branding, Central Christian Chuch
- Mark Clement — Founder & CEO, Big Picture Media Group
- Jason Inman — Content Developer, LifeChurch.tv
- (I’m talking about the Keys to Communicating Change)
** A couple of things to note **
1) All of the talks are TED-style… 10 mins or less of the best stuff
2) Speakers will be chatting live & answering questions w/participants DURING their talks
3) If your schedule on Wednesday is looking a little hairy, the talks will be available again after the event for participants so you can watch them later
4) A private Facebook group has been set up for participants. Folks are already connecting & learning from each other
5) They’re including a bonus Facebook Ads Training (Which apparently I could use, as I’ve been rejected 3x so far–Thankfully I’m not talking about that)
I’m really excited to see how this event turns out. If you’re thinking about jumping on board, I’d recommend it.
Ps: Did I mention registration ends tonight at midnight?
It can be tempting to chase after “free” opportunities
- A volunteer is willing to start a new ministry idea
- An organization is offering to sponsor an initiative on your behalf
- Someone is willing to include your ad on their website, magazine or newsletter
- A partner wants to send a summer intern/assistant/extra-hands-and-feet-to-do-work-for-you
Sounds great, right? I mean, who doesn’t like free?
Before jumping on board, remember everything has a price. Sometimes it’s actual, physical dollars & cents. Other times it’s time. Or relationships. Or how much it impacts your brand or reputation.
So be sure to ask first:
- Is the timing right for this opportunity?
- What will it really cost?
- Will it ultimately help accomplish what we’re supposed to do?
“So often people are working hard at the wrong thing. Working on the right thing is probably more important than working hard.”