Missions Mobilization Coaching

©Materials Developed by Carie Jorgenson

Assistant World Missions Director, Northwest Ministry Network

Telling the Story of Your

CHURCH

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WHAT IS A BRAND? Purpose & Function of a Brand

FUNCTION OF A BRAND: IT GOES TWO WAYS

1. From your perspective your brand is the story you tell: Your brand is your _________________________ that

_______________________________ about yourself. It’s the story you want to your prospects to believe in as

much as you do.

2. From your supporters perspective your brand is the story they hear: Your brand is the story they think of

when they _________________________. It is how it makes them feel and how it inspires them to take action to

be a part of your story. Ultimately a brand is how you are experienced by others how they feel about you.

PURPOSE OF A BRAND: ROAD TO MAKING STRONG CONNECTIONS

Businesses, non-profits and people all communicate their brand to develop

_______________________, ____________________________, _______________________________.

BRAND PROSPECT

The Prospect is Aware

of the UNIQUE

FEATURES & the VALUE

the Brand Provides.

The Prospect Has

Accepted the Brand &

Has Engaged with It.

The Prospect Has

Affiliated with the

Brand & Formed

Strong Relationship.

4

. 3

.

2

.

The Prospect is Aware

of WHAT the Brand

Does.

1

.

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BRAND STRUCTURE Components of Your Brand Story

To start the process we must first start with the definition of story and get familiar with basic story structure.

DEFINITION OF STORY

A story is a narrative about a character overcoming some obstacle to achieve some important goal.

STORY COMPONENTS

Characters - Every good story consists of a character’s movement through some obstacle towards some goal.

There are two main characters in any brand story: The CENTRAL CHARACTER (the Brand!) and the MISSIONAL

PARTNER (the prospect). The brand is the main character whose goal is to connect with the missional partner

who would help fulfill the purpose of the brand. For this to happen we must 1.) Completely move the obstacles

out of the way and 2.) The chemistry of the Brand must match the chemistry of the Missional Partner.

Some Important Goal (Story’s Problem & Solution) - The brand is striving for some important goal. It is on a quest

to find a new triumphant reality. This quest is their purpose and drives the forward movement towards fulfilling

their vision. The quest involves overcoming some great challenge and providing a solution to overcome.

Obstacles - Obstacles are anything that would prevent the Missional Partner from connecting with the brand.

There may be a variety of obstacles such as misconceptions, poor communication, lack of awareness, lack of

confidence in the brand, lack of congruency between what the brand promises and what the brand delivers

etc. As each obstacle is overcome the connection between the brand and the Missional Partner become

stronger.

Plot - Every good story has a plot. Plots consist of the physical, provable information that make up a story such

as the people, places obstacles and efforts to overcome the obstacles. Plots are what is referred to as the

“how so” of the story or “WHAT happened and HOW did it happen?” The daily activities of WHAT you do in your

ministry and HOW you do it to propel the mission of God forward make up your brand’s story plot. It can be

anything from exciting to the routine.

Theme - Every good story has an underlying theme. Themes are the nonphysical, subjective internalized

response to the plot. Sometimes referred to as the message, moral, lesson, significance or meaning behind

what happened. Themes are what is referred to as the “what about it” of the story or “why does it matter.” If

you can answer the question of “WHY you do what you do” you will find your brand’s theme. How is your

ministry significant and does it mean for you and the people you serve?

INTERESTING PLOT + INSPIRING THEME = POWERFUL STORY

Stories that use plot and theme that both interest and inspire us are essential components of good stories. A

good brand MUST communicate a clear plot (what they do) and a compelling theme (why they do it.) A

brand that communicates only WHAT it does and HOW it functions is like a James Bond movie with all plot and

no theme. The story may be fun, interesting, and dynamic but it usually stops there. It’s all about the action. A

brand that communicates both an interesting plot and a strong theme is like the movie Shindler’s List. This kind

of story is interesting but also deeply impacting and memorable.

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INNER & OUTER LAYERS Inner & Outer Layers of Each Character

Both the brand and the prospect have two layers.

The outer layer consist of physical actions and behaviors of each character.

The inner layers consist of deep values, beliefs that are responsible for the character’s actions and behaviors.

The goal of a brand is to connect the brand’s inner and outer layer to the inner and out layers of the

prospect. When the brand’s inner layer and the prospect’s inner layer connect the potential for the

strongest possible relationship can take place.

THE BRAND

Central Character

THE PROSPECT

Missional Partner

Outer Layer | PLOT The brand’s outer layer consists of the WHAT the CENTRAL

CHARACTER does in their ministry and HOW they do it. In

effect, the brand’s outer layer is both the perception that

the missional partner has about what the brand does do

as well as the reality of what the brand does.

The brand’s outer layer manifests itself in how the Brand is

perceived to behave in addition to how it actually

behaves. Because perception for many is reality it is

always wise to have a pulse on how prospects are

perceiving you and your ministry to be sure it is in

alignment with what is really going on so that the

relationship can be strengthened.

Outer Layer | PLOT The prospect’s outer layer consists of the prospect’s

demographics, traits, roles, life stages and characteristics.

The prospect’s outer layer also consists of the relevant

problem they are wanting to solve. The general problem

MISSIONAL PARTNERS are seeking to solve is to live a

transformed life in Jesus Christ! The specific problem a

missional partner may be seeking to solve may be rooted

in a specific need or interest or desire.

Inner Layer | THEME

The brand’s inner layer is the brand’s essence or DNA. It

consists of values and beliefs that the brand is associated

with. It identifies WHY their ministry matters. It answers the

question WHY what they do and how they do it is so

important and what it means. It is the driving force behind

everything they say, do and believe about their ministry.

The brand’s outer layer is and should always be a direct

manifestation of the inner layer. “BECAUSE I believe what I

believe, this is what I do to fulfil that believe.”

Inner Layer | THEME The prospect’s inner layer consist of their aspirational

identity (what they long for) and the values and beliefs

that are relevant to the brand. The prospect aspirational

identity is a spiritual ideal that they desire to live into either

physically or through spiritual partnership with others and

serves as a point of inner connection with the brand. It is

what motivates them to join with brands who are

perceived to help them fulfill their deepest values and

accounts for the potential strength of the brand-prospect

relationship.

BRAND’S PLOT

Ministry Deliverables

What you do & how

you do it

PROSPECT’S PLOT

Cultural Situation

Demographic

Actions & Behaviors

SHARED

OBSTACLE

BRAND’S THEME Core Belief &

Purpose

PROSPECT’S THEME Core Belief &

Purpose

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BRAND DEVELOPMENT PYRAMID

© Carie Jorgenson, Missions Mobilization Coaching – Northwest Ministry Network

HOW PEOPLE

BELIEVE IN YOU

Your Brand’s Inner Layer: IT’S THEME

HOW PEOPLE HAVE

CONFIDENCE IN YOU

Your Brand’s Outer Layer

IT’S PLOT

HOW PEOPLE

IDENTIFY YOU

HOW PEOPLE

EXPERIENCE

YOU

EXCAVATION

PROCESS

CREATION

PROCESS

EXECUTION

PROCESS

PLANNING

PROCESS

WHY Purpose

WHERE Vision Statement

VALUES

Core Values

ATTRIBUTES

Brand Personality

WHO/NEED

People You Serve

WHAT

Mission Statement

HOW

Ministry Strategy & Objectives

MARK

Your Logo & Color Pallet

MESSAGE

Your Messaging Platform

ONLINE

Website, Social Media, Blog

IN PRINT

Brochure, Prayer Card, Magazine, Touch Card etc.

EMAIL

Introductions, Follow-Up, General Communications etc.

VIDEO

Promo Videos, Video Blog, Video Newsletter, YouTube Channel etc.

PHONE/MOBILE

Calling, Texting, Mobile Web

IN PERSON

Speaking, Presentations, Visits, Events

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[WHY] PURPOSE STATMENT Identifying Your Unique Value Proposition

FINDING THE INNER LAYER

1. Discover your values & beliefs - Brands can’t walk and talk, but like people, they manifest certain

_________________________ and _________________________.

2. Discover what you stand for - Prospects form relationships not solely because of what the brand does or

how it performs but for what it __________________________________.

3. Reveal your inner & outer layers - People and brands can only be fully understood to the extent that their

inner and outer layers are ____________________________________. If all we see is the brand’s outer layer, then

that’s who the brand is for us. If a brand becomes solely defined by its outer layer, it’s hard to see that

brand any other way.

UNIQUE VALUE PROPOSITION Your purpose statement is your unique value proposition (UVP). It is the unique belief that summarizes what your

ministry is all about. It is the single BIG IDEA you want everyone to associate with your brand. It is a brief 1-2

sentence statement that fuels, guides and directs ALL that the brand says and does.

WHAT A PURPOSE STATEMENT IS NOT: It does not tell your target ministry audience how they will benefit from your ministry.

It does not describe what you do.

It does not describe how well you do in comparison to other ministries like yours.

It is not a statement of fact or an assertion of some feature or function of your ministry.

It does not try to convince your audience of anything.

WHAT A PURPOSE STATEMENT IS: It explains the big “WHY” behind your cause, why it does what it does and why it exists.

It extols your fundamental – everything centers on this – belief (NOT a benefit).

It is your story’s underlying theme (your brand’s BIG-T)

It is not told in the story. It is told through the story. (i.e. the story reveals the brand’s BIG-T.)

It is not something you brag about but something you demonstrate.

UNIQUENESS There are many ministries that do what you do and may be propelled by the same beliefs. In this case, it is the

EXPRESSION and EXECUTUION that becomes the differentiation that highlights your value.

1. EXPRESSION: What are the unique and compelling ways in which you express your ministry?

2. EXECUTION: What are the unique and compelling ways in which you execute your ministry?

THEME LINES VS PLOT LINES1

The purpose statement is the basis for which a tagline is created.

THEME LINES: A theme line enlist subscription to specific human values or beliefs that are thought to be

important. They are intended as belief statements that resonate with people who share the very same belief.

PLOT LINES: Plot lines (brag lines) are what we typically see advertisers use. Plot lines explain what the brand is

and what it does. The purpose is to sell superiority. They tend to be resisted or discounted because they express

the opinion of the seller rather than conveying a core belief that already resonates with the prospect.

Sometimes a statement is too cumbersome creatively to use as a tagline and needs to be re-worded to

1 I Signorelli, Jim. StoryBranding: creating standout brands through the power of story. Austin, Tex: Greenleaf Book Group Press, 2012.

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DIFFERENCE BETWEEN

PURPOSE, VISION & MISSION

Purpose, Vision and Mission Statements are the inspiring words chosen by successful leaders to clearly and

concisely convey the direction of the organization. By crafting clear statements of purpose, vision and mission

you can powerfully communicate your intentions and motivate your team or organization to realize an

attractive and inspiring common vision of the future. (Chart Adapted from: www.diffen.com)

NOTE: Many organizations combine mission & purpose within their mission statement. Pitfall - lean too much on

WHAT and HOW and leave out WHY - feels empty. Or lean too much on purpose without clarifying what or how

and it feels all fluff.

Purpose Statement Vision Statement Mission Statement

ABOUT

Identifies WHY the organization does

what it does – it’s reason for existing.

It is the motivational force that fuels

your vision & mission.

Identifies WHERE the organization

wants to be – what reality is it striving

for?

Identifies WHAT you do, WHO you

do it for and HOW you will fulfil your

vision. It is supported by a specific

ministry strategy and objectives.

TIME

Transcends Time. Purpose goes

deeper and will outlast the

methods, strategies and goal you

are striving to achieve.

Talks about the future. Talks about the present leading into

the future.

FUNCTION

It talks about the unique value the

ministry provides and/or the specific

difference it makes. It is often

captured in a core statement of

belief.

It lists where you see yourself some

years from now. It inspires the org to

give its best. It helps shape your

understanding of why you are doing

the work you were called to.

It lists the broad goals for which the

org is formed. Its primary function is

internal; to define the key measure

of the ministry’s success.

PURPOSE

It DEFINES the ministry’s purpose in

terms its fundamental belief and

reason for existing. This becomes the

org’s underlying THEME that fuels

everything it says and does.

It DEFINES the org’s purpose in terms

of a specific reality it is seeking to

accomplish, often rooted in certain

core values and guiding beliefs

about how things should be done.

It DEFINES the ministry’s purpose in

terms of the bottom line measures

that need to be accomplished in

order to fulfill the org’s purpose and

vision.

AUDIENCE

It inspires and reminds the

leadership, staff, volunteers and

ministry audience WHY it exists.

It inspires and reminds the ministry’s

leadership team, staff, volunteers

and ministry audiences WHERE they

are going.

It inspires and reminds the ministry’s

leadership team, staff, volunteers

and ministry audiences WHAT they

do and HOW they fulfill their purpose

& vision.

LENGTH

1-2 Sentences

Often captured in a tagline

1-2 sentences 1-2 sentences

CHANGE

A purpose statement should stand

the test of time. It’s linked to a deep

value or belief inherent in the DNA

of the organization. As ministry

changes the purpose should remain

the same so changes should be

kept to a bare minimum

As the ministry grows and evolves,

you might feel tempted to change

your vision. However, vision

statements explain your ministry’s

core foundation, so change should

be kept to a minimum.

Your mission statement may change

as the ministry grows and changes

and according to your overall

ministry strategy, but it should still tie

back to your purpose, core values,

the needs of your target audience

and your vision.

FEATURES

OF AN

EFFECTIVE

STATEMENT

Clarity and lack of ambiguity.

Talks about its fundamental

belief.

Identifies what makes it unique.

Broad enough to allow for

growth but narrow enough to

keep the org clearly & strongly

focused.

Clarity and lack of ambiguity.

Describes a bright future; realistic,

achievable aspirations.

Alignment with core values &

culture.

Talks about the ends/not means.

Broad enough to allow for growth

but narrow enough to keep the

org clearly & strongly focused.

Clarity and lack of ambiguity.

Identifies important functions the

org will do/engage in to fulfill its

vision.

Identifies the responsibilities of

the ministry towards its

benefactors

WHAT IT

DOES FOR

PEOPLE

It inspires people to BELIEVE in your

ministry.

It inspires people to BELIEVE in your

ministry.

It helps people to have

CONFIDENCE in your ministry.

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[VALUES] CORE VALUES

THE FUNCTION OF CORE VALUES

Core values are a key component of the church’s identity.

Core values are what support the vision, shape the culture, reflect what the church values and

manifest the church’s character.

Core values call people to act and behave in a certain way.

Core values tell people what is important.

Core values determine ministry distinctives.

HOW TO WRITE CORE VALUES

Core Values Are Core ________________________________.

People use various synonyms for values: precepts, principles, tenets, standards, or assumptions. (Some of these

terms may not equate with values.) Values are your primary or core beliefs. A belief is a conviction or opinion

you hold to be true based on limited evidence or proof.

Core Values Should Be _________________________________ Not Nouns

They are passionate action statements and describe HOW you do things and how you want people to act and

behave. Avoid one word core values because they don’t call anyone to action. EXAMPLE: “Honest” vs.

“Always Tell the Truth”

Core Values Are ___________________________________.

Because core values are rooted in the DNA of the church they change very slowly. Choose your values wisely.

Core Values Have Specific _____________________________________.

Other ministries may have the same value but it should mean something specific to you. Communicate your

core value in a way that draws out and communicates the meaning behind the value.

Core Values Are ____________________________________.

They should be in alignment with scripture and not contrary to it.

Core Values Fuel Your Vision & _____________________________________ Ministry

Core values are deeply ingrained drivers behind the behavior of the church. It guides decision-making, how

goals are established and how priorities are determined.

Avoid Having _______________________________________ Core Values

Most people will not remember 10 but they may remember 4 or 5.

BRAND I AM STATEMENTS EXERCISE

I AM…Pioneer. (Then explain what that means)

I AM…Excellence. (Then explain what that means)

I AM…Compassionate. (Then explain what that means)

I AM…Service. (Then explain what that means)

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[ATTRIBUTES] BRAND PERSONALITY

BRAND PERSONALITY

A brand’s personality is a set of ________________________________________ associated with the brand. They

are basically adjectives (describing words) that describe the brand in human terms.

EX: IBM is seen as “older,” while Apple is perceived as “younger.” Apple is almost known entirely for its brand

personality attributes — innovative, stylish, intuitive, cool, casual, easy-going and friendly.

Your brand’s personality reveals powerful insights into your organization’s

___________________________________________________. It will help staff and volunteers understand what the

brand is about and how they should speak and behave.

ARCHETYPICAL ANALYSIS

An archetype can provide a useful frame of reference when referring to brand values and beliefs. This

approach was popularized by Margaret Mark and Carol Pearson in their seminal book The Hero and The

Outlaw: Building Extraordinary Brands Through the Power of Archetypes. Their system consists of two dimensions:

self-focused vs. group-oriented, and order vs. change. For example, if the culture of your company is to

exercise control, you are likely an archetype in the upper semicircle.

THE PIONEER - The Pioneer is an individualist, blazing his own

trail in pursuit of freedom, adventure, and new experiences that

deed his soul. Whether gearing up to climb Mount Everest or

going off in a Jeep Wrangler, the Pioneer looks for brands that

allow him to experience life to the fullest. The Pioneer is usually

an early adopter of invention.

Champions Values: Exploration, Freedom, Adventure,

Independence, Experimentation, Ambition, Challenge, Bravery,

Confidence.

Disdains: Boundaries, Boredom, Limitations, Stagnation.

Opposites: Conformity, Avoidance, Complacency.

For Brands That: Foster Discovery.

People: Amelia Earhart, Christopher Columbus, Neil Armstrong,

Bill Jean King, Stephen Hawking.

Brands: Groupon, Trader Joe’s, North Face, Jeep, The Discovery

Channel.

BRAND PERSONALITY EXERCISES

Car Analogy – If your church was a car what would it be & why?

Celebrity Analogy – If your church was a famous celebrity who would it be and why?

Animal Analogy – If your church were an animal what would it be and why?

Personification Exercise – Imagine your church as if it were a real person. What are they like?

Exploring Adjectives – Make a list of adjectives that describe people’s personalities then rank them.

A TRUE REFLECTION

Honestly reflect on your brand’s personality as it is today.

Repeat the exercises but instead think about what you would like your answers to be in the future.

Allow a focus group to complete these exercises and get their feedback.

Engage with the general public and see what they really think.

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[WHO] PEOPLE YOU SERVE Understanding & Characterizing Your Audience

PROSPECT’S OUTER LAYER | PLOT Prospect’s Experiences, Physical Situation, Actions, & Behaviors

Demographics Generational Cohort Cultural Experiences Cultural Behaviors Ethnicity

Gender

Age

Life Stage

Economic Status

Education

Employment

Health Situation

Religious Memory

Builders (Traditional)

Baby Boomers

Generation X

Generation Y

EXAMPLE:

Democratization of Knowledge

Internet & Social Media

Connection Devises

Bombarded with Images &

Brands

Ethnic Diversity & Pluralism

Economic Insecurity

Globalization & Postmodernism

Rapid Technology Change

New Insecurities (SARS, AIDS, FLU)

Loss of Confidence in Primary

Structure

Staggering Need

EXAMPLE:

Learn Via Stories

Visual & Virtual

Connected Socially Online

Connection Devises

Image Driven

Visual Learners

Brand Conscious

I AM Statements Based on Current Cultural Characteristics I AM…Brand Conscious. I Affiliate with Brand’s that Believe What I Believe and Who I Have Confidence In.

I AM…Story. I Access Deep Truths via the Stories I Tell and the Stories I Hear.

I AM…Visual & Virtual. I Authenticate Through Images, Both Moving & Still, that I See Online and Off.

I AM…Social Media. I Share Life and Information Socially via My Social Networks.

I AM…Mobile. I Access the Information I Need via Mobile Phone and iPad Anywhere I Go.

I AM…The Internet. I Am an Open, Social Learner with Ubiquitous Access to Information.

I AM…Image Driven. I Understand Ideas & Concepts via Imagery Quicker Than Text.

I AM…Video. I Am Motivated by What I Can Emotionally Experience and What Can Evoke Belief.

I AM…Design. I Equate Good Design with a Sense of Quality, Excellence and Clarity.

I AM…Visual Communication. I Am Visually Literate and It is My Primary Way of Learning.

PROSPECT’S INNER LAYER | THEME Prospect’s Beliefs, Attitudes, Values, Motivations that Fuel Behavior (Shaped by Outer Layer)

Beliefs Values Cultural Attitudes

EXAMPLE:

Road to future runs through past.

Committed to plight of the poor

Willing to live by the rules

Communicate through stories

Grasp the power of imagination

Advocate the resurgence of arts

Long for community

Committed to intergenerational ministry

Search for shared wisdom

Demand authenticity

EXAMPLE:

Missional

Relationships

Partnership

Ownership

Stewardship

Leadership Development

Entrepreneurship

Community

Diversity

Authenticity

EXAMPLE:

Openness: Creating Magnets vs. Building Fences

Information: Share it vs. Control it.

Power: Empowerment to the Masses vs. Elite Few

Participation: Actively Participate vs. Passivity

Communication: Primarily Visual & Virtual

Communication vs. Oral/Text Based Communication

Leadership: Bottom-up flow vs. Top-down flow

Organizational Structure: Networks vs. Hierarchies

I AM Statements Based on Prospect’s Values: I AM…Missional. I Want Whatever I Do to Be a Light and Bridge to Non-Christians.

I AM…Relational. I Want to Invest in Relationships that Are Mutually Beneficial.

I AM…Owner of the Mission of God. I Am Called and Responsible to Advance God’s Kingdom.

I AM…Stewardship. I Am Entrusted with and Responsible for God’s Resources.

I AM…Leadership. I Advocate Continual Growth & Leadership Development.

I AM…An Entrepreneur. I Routinely Innovate to Meet the Needs of a Rapidly Changing World.

I AM…Passionate. I want to be a part of something that inspires me.

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[WHAT] MISSION STATEMENT

1. A mission statement needs to be clear and understandable.

It needs to be clear to you, to the team you work with, to the people you serve and to

supporters.

Once you draft a statement, pass it by various people for feedback.

2. A mission statement needs to be short enough for most people to remember it.

3. A mission statement clearly and specifically identifies what kind of missions work you do. This

includes a clear statement about:

“What” needs, goals, and purposes your ministry is attempting to fill, not what services you

offer, though you may offer many.

“Who” your ministry primarily serves and ministers to.

“How” your ministry plans to go about accomplishing and fulfilling this task.

4. The mission statement should have a primary focus on one strategic goal.

5. The mission statement should reflect the distinctive competence you and your ministry provides.

What do you do better than anyone else?

What areas of skill and expertise do you use in your ministry?

6. The mission statement should be broad enough to allow flexibility when you actually go to use it

but not so broad that it ends up lacking focus.

7. The mission statement should serve as a template and be the means by which you and your

leadership team and others involved in your ministry can make decisions.

Decisions should be made based upon their alignment with the mission statement.

8. The mission statement must reflect the values, beliefs and philosophy of operations of the ministry

and reflect the organizational culture.

9. The mission statement should reflect goals that are real and attainable.

10. The mission statement should be worded so as to serve as the energy source and rallying point

for the ministry. (Does it show your passion?)

Source: Adapted from Applied Strategic Planning, Dr. Timothy M. Nolan

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[HOW] STRATEGY & OBJECTIVES

The purpose of strategic planning is to determine what the ministry wants to be in the future and to create a

plan of how you will get there.

As the question: HOW will you fulfill your vision? >> This leads to your mission statement

STRATEGIC PLANNING QUESTIONS

1. What ministry are we truly in?

2. Who are our primary stakeholders (audiences who have an invested interest)?

3. Do we lead or respond to the marketplace?

4. Are we successful now? How do we know?

5. What will success look like in the future?

6. How can we ensure our ongoing relevancy?

7. How do we balance scope with capacity? (The idea is to grow in scope while systematically broadening

capacity to full fill its mission without burning out staff, discouraging volunteers and frustrating the board.)

TYPES OF PLANNING

Tactical Planning – short-term, “ad hoc,” typically has a single focus and closure (Ex: building a building).

Long-Range Planning – 1-3 year horizon, incrementally builds on past accomplishments.

Strategic Planning – 3-10 year horizon, set’s future vision unencumbered by past or current realities and

stretches the organization to transform itself over time.

Scenario Planning – Uses plausibility of alternative “realities” to identify a relevant course of action and is often

most relevant when the organization is about to face predictable roadblocks to its continued success.

Hybrid Planning – This may be a combination of any or all of the above and is typically best used when the

organization has a diverse set of decision makers who need to come together and develop an approach to

planning that everyone can support.

STRATEGIC PLANNING STEPS

Organizational Assessment - This is a comprehensive, objective determination of all the internal and external

factors that could impact the organization or currently do impact the organization.

Define Your Vision - Define what the future looks like. What is your ideal state? What do you want to be and do?

Define Your Mission - This answers the questions, "Why do we exist?" "What is our Purpose?"

Define Your Goals - Define your goals in all your key areas (Example: ministry, services, facilities, public relations,

staff development, board development, fundraising etc.)

Define Your Objectives - These are the measurable time-limited activities you will engage in to meet your goals.

Define Your Methods – These are the specific approaches you will take to carry out your objectives.

Define Your Action Steps - These are the day-to-day activities necessary to achieve specific objectives.

Keys to

Successful Planning

Pitfalls to

Successful Planning Be inclusive

Build consensus

Treat nothing as sacred (everything is on the table)

Take a "no excuses" approach

Make data driven decisions

Ensure measurably and accountability

Be future focused

Be sure to use the plan

build in follow up

Stuck in present problems

The leader delegates planning to someone else

Irrelevant goals

Lacking the right culture

Exclusiveness

Lack of ownership

Fear of loss of control

Failure to drive change

Underestimating the challenges of change

Source: Development Systems International, LLC

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[MARK] BRAND IDENTITY Creating Your Visual Identity

[

CHURCH NAME

Your name should reflect who you are, your values and style.

It should be able to be pronounced easily and easily understood.

If you choose a more complex name you will need to spend time educating people about it.

It should be memorable and effective.

It should not be too long. EX: “On Fire Spirit Lead Perpetual Hope Christian Church.”

Be careful about name your church after a street name that could change.

LOGOS

A logo is an extension of your brand. The design must be in alignment with your brand.

EX: If you are young and hip you don’t want a design that communicates your traditional.

A logo is one of the first images prospects will have about your church. Its worth getting right.

TYPES OF LOGOS

Icon Logos – Uses a graphic or icon like Apple, Nike, and Starbucks. It acts as a symbol identifier to help

people remember who you are.

Typeface Logos – Uses a specific font (text) or hand drawn lettering as the logo like Xerox, IBM, Walt Disney

Combination of Icon & Typeface – These logos combine both aspects of symbol and type.

RULES FOR AN EFFECTIVE LOGO

It should look good in black and white and grayscale as well as color.

EX: There are many applications where you will print only in grayscale or limited colors such as newspaper

advertising or screen-printing.

It should evoke a positive response rather than imply something negative.

EX: Some symbols, names or images will prompt a positive response and some will be a turn off.

It should say something about your brand’s style and who you are – not someone else.

The design needs last at least 25 years. Don’t choose a design based on current fads or trends.

It needs to be read and understood at a minimum of 1 – 2 inches wide.

EX: You want it to look good on smaller envelopes, pens, & promotional items.

It should be simple and not overly creative with far out special effects.

EX: It can take away from the impact of the logo and it could be difficult to reproduce at smaller sizes.

It should be able to work with and reproduce well on all forms of media.

EX: What works for print may not work for screen-printing on t-shirts. What works for the web may not work

well for banners or signs. Work with a designer who can provide a logo that will work in all forms.

COLORS

Choosing colors is a matter of taste.

Keep your color pallet to a minimum 1-3 colors for simplicity and impact.

Choose complimentary colors staying within the same color pallet.

Don’t choose colors that are going to be outdated over time.

Remember that custom colors (i.e. matching Harley Davidson orange) can be more expensive.

Color blends and gradients are harder to match and get right when printing.

Color blends will never look like a printed brochure when doing screen-printing.

Colors need to contrast and pop. Don’t use light color on light color. It is hard to see.

Do your research. Check with a designer and printer to discuss color choices and production issues.

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[MESSAGE] TELL YOUR STORY Identifying Key Messages & Telling Your Story

BUILDING YOUR MESSAGING PLATFORM

Reveal Your Brand’s BIG-T in Every Story You Tell

Stories alone do not create belief. But once a powerful theme that is clothed in the story is revealed, it attaches

itself to what the prospect already believes and therefore resonates on a deep level. So, with every story you

tell get in the habit of delivering them THROUGH your Brand’s core beliefs and always reinforce your Unique

Value Proposition – Your WHY.

CHOOSE YOUR

PLATFORM

IN PRINT

ONLINE

VIDEO

MOBILE /

PHONE

IN PERSON

CHOOSE A

COMMUNICATION

STRATEGY

STORIES

UNEXPECTED

-NESS

SIMPLICITY

EMOTIONS

CONCRETE

-NESS

SECONDARY STORIES

OUTER LAYER BRAND’S PLOT

Tell the

Story of

WHAT

(Mission)

)

Tell the

Story of

WHO

(Your People)

Tell the

Story of

HOW

(Strategy)

Tell the

Story of

IMPACT

(Value Added)

WHY Reinforce

Brand’s Theme

w/ Every Story >>>

PRIMARY STORIES

INNER LAYER BRAND’S THEME

Tell the

Story of

WHY

(Purpose)

Tell the

Story of

WHERE

(Vision)

Tell the

Story of

VALUES

(Core Values)

Tell the

Story of

ATTRIBUTES

(Personality))

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[COMMUNICATONPLATFORMS]

ONLINE TECHNOLOGIES & MEDIA

Blog, Pod-Casting, RSS Feeds, YouTube/Vimeo, Message Boards, Email Blasts, Photo & Video Galleries etc.

Guiding Thoughts

There is a lot of cool technologies to use for the web or online, but they each take time to maintain.

Trying to use too much technology without a plan or time will result in a lack of follow-through.

Technology should amplify and enhance the message and not distract from it.

Start with what you can realistically manage and do well. If you fizzle out so will your audience.

Relevance to Your Ministry2

Is communicating online, especially in newer forums like social networking or community sites consistent

with the values of and objectives of your church?

Is it consistent with your brand personality?

Where are your audiences spending time online?

Would social media help deepen the church’s relationship with your audience?

Do you have staff to maintain and monitor conversations, develop meaningful content and manage it well?

WEBSITES

If you build a website that does not mean people will come to it.

A website can and will speak volumes about your church.

Most people will check out your website before visiting and will choose to come based upon your site.

You have 3 seconds to grab their attention and hold them.

The design, layout, content, graphics, functionality, usability and features will all determine how people will

view your site, whether or not they will stay on your site or if they will come back to your site.

WHY SOME WEBSITES FAIL

Bad Design & Layout

Avoid scattered debris of information that people can’t find easily.

Avoid a hodge-podge of cluttered content, heavy paragraphs, too much text and no headers.

Avoid using bad images that are boring and don’t communicate well.

Avoid underutilizing design and color to create balance. Don’t leave too empty dead space.

Avoid overwhelming readers with too many options.

Get a layout that provides symmetry and balance to the eyes and is easy to read left to right.

Get a layout that will incorporate pictures, short streamlined text and complimentary colors.

Get a layout that is simple and easy to navigate and find information.

Get a layout that is highly visual. Use bold and leading headlines to draw readers into text.

Not Functional

Avoid non-working links. Make sure they go where were they need to go.

Avoid making the reader navigate multiple pages to find contact info or other important info.

Avoid using pictures that are a thousand gigabytes and takes forever to download.

Avoid excessive use of flash files. They information, not a carnival.

Useless Exaggeration & Diatribe

Avoid trying to say everything under the sun on your website. Nobody has time to stop and listen!

Avoid needless verbiage and useless hyperbole. A website should not be a wordage dump.

Include information that benefits your audience. Give them what they are searching for.

Clearly and concisely say what you need to say and no more. Keep it short and sweet.

Provide them with content that will help visitors choose your church, visit and return for more.

2 Durham, Sarah. Brandraising : how nonprofits raise visibility and money through smart communications.

San Francisco, CA: Jossey-Bass, 2010.

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Bad Planning or No Planning

What is the function of my website? What content is critical to your audience?

What goals do you want to achieve?

Do you have ALL your content mapped out? Layout all the possibilities.

How do you want to deliver your content? (Content pages, resource pages, media gallery, blog, etc.)

How will you navigate your audience through the sight?

What is your budget? Who will manage the site?

Lack of Promoting

Most people will not visit your site unless you promote it.

If people are going to visit your site they need to know where to look.

Include your website on anything you can (print materials, e-communications, business card etc.)

CUSTOM OR SEMI-CUSTOM DESIGN

Types of Websites

Custom Design – A website that is fully custom coded to meet your specific criteria.

Template Design – A website that is a pre-designed template where you fill in your own photos and

content within the parameters of the template.

Semi-Custom Design – Usually a template design that has elements that are custom designed.

Shelf-Life - A website has a typical shelf life of 2-3 years and sometimes shorter.

Do Your Research!

Many template designs are outdated, not relevant, or are just plain bad.

Many professional and custom web design companies who are just as bad.

You usually get what you pay for!

Pros & Cons to Template Websites

PRO: Cheap, effective, quick to implement. You have an idea of what you are going to get before you start.

PRO: Some companies provide excellent features and a large template library to choose from.

CON: They won’t be designed just for your church. There will be others out there with the same design.

CON: Some companies have a limited selection and limited features in their template library.

Pros & Cons to Custom

PRO: You get a design created specifically for your church and that can tie in with your brand image and

marketing, it will also include the features that you need or want.

PRO: A template may offer different features you can change or move depending on the company.

CON: Custom is a bigger investment. There are web designers who will do custom sites for practically

nothing, but be careful because in most cases you get what you pay for.

CON: Custom designs are set in stone. There is no quick change unless you pay for an overhaul.

CON: With the short shelf life of websites these days the large investment may not be worth it.

CON: If the design it too trending it can soon be outdated.

SOCIAL MEDIA

Facebook – Building an Online Community

Come up with a good strategy for using FB. What you will post, who will post, how often etc.

Give people a reason to come and interact with your FB page.

Provide compelling and engaging content. Accompany photos with your text.

Start building a network by actively reaching out to others on a regular basis.

Be authentic and conversational. Share control and allow others to comment.

Don’t just use FB to only show and tell about your church. Listen to others and comment.

Don’t expect immediate results.

Don’t forget people’s time and the size of their inboxes by sending too many updates.

VIDEO

A video must have a purpose. Keep it short. Keep it tight. Keep it simple.

If it is not compelling or inspiring within the first 30 seconds, most people will check out.

It is VISUAL REINFORCEMENT of your verbal message.

It is to INSPIRE, MOTIVATE, STIR EMOTION, EVOKE BELIEF

A video is not to repeat the talk, message or story you are giving in person.

A video is not a wordage dump. Print is for information so provide a handout. Video is for emotion.

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IN PRINT

Text

What you say and how you say it will determine if a person will read it.

Go for clarity, focus and simplicity.

Avoid useless hyperbole or diatribe. Write in a way that will connect with your audience.

You have 3-7 seconds to get your message across. Choose your words wisely.

Use bold words for any headline text. Make the font larger but don’t get too artsy.

Develop excellent leading headlines that will draw the reader in.

Fonts

Keep your font selection to two to three fonts in any material you produce.

Use an appropriate font that is in alignment with your message.

Don’t choose fonts or typestyles that are hard to read for text areas.

Make sure that the fonts can be read by a 10 year old or an 80 year old.

Images

The saying is true: “A picture is worth a thousand words.”

Use high quality, high resolution, real life images to illustrate and amplify your text.

You want the image to relate but will also generates as much interest as possible.

Use high resolution photos. Images copies from the web could look bad in printing (also copyright issues).

Use stock photography. Read license fees for copy right issues and how you can use the image.

Download the highest resolution possible.

Web images are typically 72DPI and professionally designed and printed materials will need 300DPI.

Bleeds

For highest quality you should always print with a full bleed (image runs to the edges of the paper).

Make sure your image or colors run off the page at least 1/8 of an inch. Printing companies need to cut

your materials to size. If the image stops at the crop or cut line you will end up with an image that doesn’t

run off the edge – it will look funny.

Printed materials that have a bleed are more expensive (because of cutting and printing on a larger piece

of paper to accommodate the bleed)

Folds

A brochure or promotional item that requires folding will be more expensive.

You will need to accommodate your design to where the fold may be.

Ask your designer or printing company for details but be sure to do your homework.

IN PERSON

How do people experience your church from the moment they enter the parking lot? How do people experience your church when they call the church office? How do people experience your church when they come to the office for an appointment?

BE CONSISTENT Consistently tell the same central story(ies)

Consistently use your logo, color scheme, typeface, and design that support your brand story

Consistently incorporate the images and actions that reinforce your central story

Consistently communicate the unique benefits and features of your central story

Consistently use a variety of visual and virtual tools to communicate your central story

GET FEEDBACK Sharing your story is a two way process. Ultimately your brand is not what you say it is but what others

say it is. It is how people perceive you. Are the messages you want to send getting through? What are

people’s GUT FEELINGS ABOUT YOU? They will tell you what your brand actually is. Are you listening? You

can’t control how they feel but you can influence their perception. Gaining feedback about how

others perceive you is critical.

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