To be effective, communication must be approached as a broad, multi-faceted spectrum
The church vision is clear; the church leadership and staff is in place; ministerial and operational systems are developed and running. The church is functional and taking shape. With all the given tasks to check off, it can be easy for anyone within a moving organization to get tunnel-vision, and not think about creating a meaningful brand experience.
When it comes to the mission that God has placed on the heart of the senior pastor and the community, are churches being mindful of their “brand experience” and intentionally living it out? To implement a meaningful brand experience requires the entire team to embody the heart, mission, values, personality and culture of the church. Staff must be given the liberty to take leadership-covered risks in which they can creatively think and become a spot-on expression of the church’s heart.
The brand experience is every touchpoint an individual would encounter related to the church. Each touchpoint should effectively bridge the church’s vision, goals, theology and community demographics (left-brain stuff) with the heart, personality, creativity and culture of the church (right-brain stuff). When done strategically and consistently, the outcome is a living, breathing, dynamic relationship that every person develops with the church.
